Product Designer
Based in Bangalore, India
Personal Case study
A Comprehensive Case Study on the
User-Centric Redesign of an On-Demand
Delivery App- Dunzo
Back
Started playing around with UI design and got curious about UX principles. Research-backed UI element placement caught my interest and made me want to dive deeper into UX. I picked this topic because both my friends and I have faced issues when ordering groceries.
Project & Timeline
•
Personal Casestudy | Product Design
•
4- 5 weeks
Tools
Figma / Google forms / Linear.app /
Asana / Pen & Paper
Disclaimer: This self-published project is not affiliated with Dunzo professionally. The views expressed in this case study are solely my own, and I took a heuristic approach to redesign the Dunzo app. This study is not exhaustive as I did not have full access to the user data of the application. Therefore, This is simply my attempt to enhance my design skills by analyzing a popular app.
About Dunzo
Dunzo is a popular on-demand delivery app in India. It offers a range of services, including grocery and food delivery & courier services. Operating primarily in urban areas, Dunzo connects users with reliable delivery partners through its user-friendly mobile app. Users can delegate tasks, track deliveries, and access various services, making it a convenient solution for those with busy lifestyles.
Reason for choosing
I decided to revamp the Dunzo application based on my personal experience, aiming to improve its overall efficiency. Recognizing the need for a better user interface and experience, I observed that Dunzo, despite being a pioneer in grocery delivery, fell short in comparison to competitors. The motivation behind this redesign was not just to enhance the user experience but also to refine my design skills. The goal is to make Dunzo more competitive by providing a reliable and polished UI & UX, preventing users from switching to competitors despite the tempting offers and aggressive promotional strategies.
User Feedback and Research
Market Competitiveness (Red Whale Situation)
Technological Advancements
Impact on User Experience
Strategic Business Goals
Evaluate different task flows of Dunzo and redesigning the experience while identifying opportunities to make usability better for the users which will increase retention and lead to an increase of average order value and reducing bounce rate.
What has to be improved? (the business aspects)
To enhance conversion rates, explore potential breakpoints in the user journey that could be contributing to disengagement.
Acquiring new users and retaining existing ones is crucial for sustained business growth. If the user acquisition cost is high or if there is a high churn rate, it can impact profitability.
Negative incidents, such as late deliveries, incorrect orders, or security breaches, can harm the brand's reputation and erode user trust.
Increasing awareness and concern for environmental issues may lead to a demand for more sustainable business practices. Implementing eco-friendly initiatives can be both a challenge and an opportunity.
Design the app to support dynamic content updates, allowing for the easy addition of new features, promotions, and partnerships. This flexibility ensures the app stays relevant and competitive.
Design a user-friendly and efficient checkout process to minimize steps and reduce friction. Clearly communicate payment options, pricing details, and any additional charges.
The Challenge
While revamping the app, my goal was to create a visually appealing and user-friendly experience. The process involved addressing challenges, from identifying issues to crafting user flows, low-fidelity wireframes, high-fidelity mock-ups, and prototypes. Thorough research and user experience analysis were crucial prerequisites. Mapping existing user experiences helped pinpoint pain points and areas for improvement. With a clear roadmap, I embarked on the journey to bring my vision to life.
Defining the core users
Urban Residents
Working Professionals
Busy Parents
Elderly Individuals
Tech-Savvy Consumers
Small Business Owners (Courier Service)
Event Organizers
GENDER DISTRIBUTION
39.05%
FEMALE
60.95%
MALE
AGE DISTRIBUTION
34.71%
18- 24
38.28%
25- 34
Statistical Insights*
In considering the metrics, initially thought focusing on a specific user base to gain clearer insights into the necessary improvements in the app's flow. However, decided to kick off my efforts by assuming a focus on the substantial existing customer base, leveraging insights get from our research data.
UX Research
UNDERSTANDING THE current PRODUCT FLOW
What I felt while exploring the existing flow......
Complex checkout process: Simplify steps for quicker transactions.
Unclear navigation: Improve menu structure and highlight essential features.
Limited search functionality: Enhance search algorithm for quicker item location.
Ineffective filtering and sorting: Strengthen options for refining search results.
Complicated registration process: Simplify steps and minimize required information
Inadequate order tracking: Enhance real-time tracking and provide timely updates.
Limited customization options: Implement features for personalized orders.
Inconsistent UI design: Standardize design elements for a cohesive user interface.
help and support features: Enhance self-help resources and support accessibility.
Competitive analysis
To identify potential areas for improvement, I conducted a competitive analysis of 6 prominent food/ grocery apps before beginning the design phase. By taking screenshots and noting common features, I was able to observe how competitors solve similar problems. By interacting with the apps, I also evaluated potential areas for improvement and feature changes.
Assumption/Unknown: Users have a hard time finding the right app/ services for their needs. What are the key pain points that people experience when buying groceries?
Findings: Users struggles in finding perfect app for regular basis for buying groceries than from an offline stores.
System story
Based on the insights I got from competitive analysis, I've created a system story to form
the early requirements of the project.
What?
Grocery ordering app
Who?
For individual person or groups
Why?
To help them find the groceries they like easily and quickly
How?
By providing a seamless ordering flow, Auto- ordering, daily fresh, AI feature to find items they need, great search, browse experience, better customer support, dynamic order tracking.
Personas
I conducted user interviews with 22 participants, all identifying as proper users, between the ages of 22-36. Interviews were conducted directly talking users (flatmates, friends, neighbours, nearby local store owners). Besides that, I also went through user reviews on both Google PlayStore & AppStore.
Name: Vivek
Age: 24
Occupation: Software Engineer
Location: Koramangala, Bangalore
Living Situation: with 3 friends
Background: A bachelor, moved to Bangalore from Kerala to pursue a promising career in software engineering. He shares his apartment with three flatmates, and together they maintain a busy and dynamic lifestyle. Their work often demands long hours, and they prefer to outsource various daily tasks for convenience and to optimize their limited free time.
Needs & Goals
With their hectic work schedules, convenience is paramount for Vivek and his flatmates. They seek services that can simplify their daily chores such as grocery, allowing them more leisure and social time.
Living with flatmates means shared living expenses. Vivek is cost-conscious and prefers cost-effective solutions to keep their budget in check.
Sometimes, Vivek and his flatmates find it difficult to locate the specific ingredients they need for cooking. This can be a source of frustration and inconvenience, often leading them to skip ordering groceries altogether.
To make informed decisions, Vivek and his flatmates heavily rely on user ratings and reviews. They trust feedback from other users when selecting services or products.
During peak hours or busy periods, Dunzo may implement surge pricing, which can result in higher costs for users, leading to reluctance to use the service during such times.
Background: Nisha is a busy working mother with a demanding job and a young child. She values convenience and time-saving solutions to make her life easier. Due to her hectic schedule, she's often juggling work, household responsibilities, and childcare.
Name: Nisha
Age: 32
Occupation: Marketing Manager
Location: Koramangala, Bangalore
Family: Married with one child
Needs & Goals
Nisha seeks a way to save time on errands, such as grocery shopping and picking up prescriptions, so she can spend more quality time with her family.
She prefers apps that are easy to navigate, have clear price distribution, and a smooth checkout process.
She needs a reliable service that can handle a wide range of tasks, from grocery deliveries to sending packages and even home repairs.
She values being able to provide feedback and get quick, responsive customer support if any issues arise.
Nisha wants to get delivered a quit no. of products frequently, which are using on daily basis.
Occasionally, users may experience delays in the delivery of their orders, which can be frustrating, especially when they're expecting essential items.
Mindful Consumption
It's time to put research into action! To ensure a user-centric approach and validate
defined problems and hypotheses,
How do we know what you’ll like on your first try? Other apps will dump you in a flow where you’ll choose categories and interests, but I found that to be grating. Instead, I showed users a hot picks for fresh groceries along with a social signal/ metrics collecting heart indicating icon, helps to revise and provide best recommendations.
Quality over Quantity
Our goal was to give people a reason to come back to the app without relying on engagement mining and growth tactics. I decided to apply the old adage of using quality over quantity. So instead of doom-scrolling through an infinite feed of content, I'd bundle the best into five recommendations every day. This made the app feel fresh and gave you a reason to come back every day, without having to rely on growth hacks or annoying notifications.
Each bundle is uniquely tailored to you based on the app’s knowledge of your interests. In each bundle there are 5 products that we know you would love and a wild card: That’s how we delight and surprise people through our recommendations.
The Redesign
After dedicating time to crafting diverse iterations of components, I transition to the development of features and seamless user flows.
Signup & login
To streamline the signup and login process, I minimized the required steps and inputs. The process was visually organized through a clear hierarchy, with separate screens for signup and login. The labels and inputs were positioned with consistence to ensures readability.
Home
Initially improved the visibility of Dunzo Daily, with a proper CTA.
Fixed Category Icon in home screen
Updated Icons by more identity
Hot Picks Section:
Feature a dedicated section on the homepage for "Hot Picks"
Highlight daily fresh products that are popular or in high demand.
Curate a rotating selection of items based on user preferences and trending products.
Fastest Delivery Promotion:
Showcase a prominent "Fastest Delivery" promotion on the homepage.
Emphasize quick delivery times for specific items or categories from stores.
This dynamic feature gives you a sneak peek into the local favorites making waves in your community, by showing stores that your neighbors ordered in the same time.
Provides real- time recommendations
Ordering Flow
Experience the ease of our streamlined ordering flow, enriched with social signals and data, empowering users to place orders confidently and swiftly, free from doubts and time-consuming steps.
Auto- ordering
It's a convenient scheduling feature that enables users to effortlessly set up recurring orders for their desired items, ensuring a seamless and timely delivery experience.
Customer Support
Customer support feature ensures a seamless experience for users to raise and resolve issues effortlessly. We prioritize user emotions by providing a platform for expressing concerns, and responds spontaneously, offering prompt assistance to address and alleviate any concerns or inquiries, fostering a positive and supportive user experience
Daily Fresh
Experience the freshness with Daily Fresh! We curate a selection of the finest groceries daily, with five specially chosen products available to enhance your culinary journey. Your preferences matter, and we craft our offerings based on your feedback, using the heart-indicating icon to gather insights and bring you a personalized and delightful shopping experience every day.
Dunzo Smart
Dunzo Smart
KARTHIK
DUNZO SMART
Help me to cook chicken curry.
Certainly! Here's a basic recipe for chicken curry:
Chicken Meat
1 kgs
₹180
+ ADD
Onion
1 kgs
₹99
+ ADD
Tomato
1 kgs
₹70
+ ADD
Ingredients
Recipe
View all
Heat the 2 tablespoons of vegetable oil or ghee in a large, heavy-bottomed pot or a kadai over medium heat.
Add the 2 teaspoons of cumin seeds and allow them to sizzle for a few seconds.
Add the chopped 2-3 large onions and sauté them until they become soft and translucent.
Add the minced 4-5 cloves of garlic, 1-inch piece of ginger (minced), and 2-3 green chilies. Sauté for another couple of minutes until the raw smell disappears.
Add the chopped 2-3 tomatoes and cook them until they turn mushy and the oil starts to separate from the masala.
Add the 1 teaspoon of turmeric powder, 2 teaspoons of coriander powder, 2 teaspoons of cumin powder, and 2 teaspoons of red chili powder. Cook the spices for a couple of minutes to enhance their flavors. If the mixture becomes too dry, you can add a little water to prevent it from sticking to the pot.
Add the 1 kg of chicken pieces and stir well to coat them with the masala.
Cook the chicken for a few minutes, stirring occasionally, until it changes color.
Add enough water to cover the chicken pieces. Season with salt according to your taste.
Cover the pot with a lid and let the chicken simmer on low heat for about 20-30 minutes, or until the chicken is tender and fully cooked. Stir occasionally and add more water if necessary to maintain the desired consistency.
Once the chicken is cooked, sprinkle 1 teaspoon of garam masala over the curry and give it a final stir.
Garnish with fresh coriander leaves and serve hot with steamed rice or naan bread.
These measurements should help you get the proportions right for your chicken curry. Enjoy your meal!
Ask me about any recipes....
Dunzo Smart
Introducing DunzoSmart, a revolutionary feature designed to make your grocery shopping smoother and more intuitive. With DunzoSmart, you have the power to simply enter prompts, ask about ingredients, or anything related to groceries.
Speak your mind! Use natural language prompts to ask about specific groceries or get personalized recommendations.
Receive intelligent suggestions based on your queries. Discover new products, find alternatives, or get insights into the freshest ingredients available.
No more scrolling through endless lists! DunzoSmart streamlines your shopping experience, allowing you to quickly locate items and add them to your cart with ease.
Dynamic Order Tracking
This feature provides comprehensive order data – from estimated arrival time and unique order ID to delivery partner details and live location tracking. We value your flexibility, offering a window to cancel orders within a specific timeframe. As a delightful addition, explore our recipe book card, guiding you to the next flow or inviting you to engage further within the app. It's not just about orders; it's about enhancing user journey with Dunzo.
Search & Browse
New users discover trending searches, while returning users enjoy a mix of popular queries and their search history. Our search results feature visual data for a more engaging experience, and you can easily refine your choices with convenient filtering and sorting options.
Prototype
After all the research and design, let's bring it to life!
I used Figma to create an interactive Hi-fi prototype, which represents the product closest to the final design in terms of UI components, colors, layouts, and functionalities. Hi-fi prototype allows me to examine usability issues in detail and fix them at an earlier stage.
Try here
Conclusion
Working on this project was tough but really satisfying. I learned a lot about designing, researching, and testing. I used a tool called Figma to create a model of the final product, checking how it looks and works. This helped me fix problems early on.
I found out that it's okay to take your time and gather information before jumping into things. When I rushed at the beginning, everything got messy. This project made me love UX design and taught me things like creating personas and doing usability testing. But, I still want to learn more, like how to study users, talk well with others, and handle different opinions. Writing this case study is like looking back at what I did and figuring out how to get better. It's all about staying disciplined, having a mindset to grow, and always wanting to learn and do better.
I’m Done!
Hey, if you've made it this far, big thanks for reading!
Cheers 🥂
