Swiggy Work Collective
Swiggy is the primary food delivery and quick commerce for Indians with 14M MAU. I'm part of the team designing consumer experience for food delivery. I oversee designs for key touch-points like checkout, post order tracking, and contribute to other part of the journey.
Designing Swiggy checkout
Swiggy’s checkout experience plays a critical role in converting user intent into successful orders with conversion rate of 63%. Since 2022, I have served as the design point of contact (POC) for checkout, collaborating closely with cross-functional teams in product, engineering, data science, and analytics. My primary role has been to design and implement features that drive conversion, increase average order value and seamlessly introduce new features.
Over the past year, I’ve had the privilege of working on end-to-end elements of the checkout funnel, making data-driven improvements that positively impact our users’ journey. Below are highlights of projects that are either live or currently in the experimentation phase.
Case Study Link 🔗
Launching Eco Saver Delivery
Swiggy faced a challenge in managing delivery demand surges during peak hours while maintaining customer satisfaction. Traditional solutions like optimising fleet distribution and offering incentives to delivery partners helped, but order batching—where multiple orders were assigned to a single delivery partner—often led to frustration due to a lack of user consent. To address this, the we explored new approaches, including better communication - to manage user anxiety, hiding batching of orders and eventually succeeded by giving customers an option to opt for batching.
Getting user consent's was packaged into introducing "Eco Saver Delivery," a feature that allowed users to choose a cost-effective, environmentally friendly delivery mode in exchange for incentives. By giving customers control over their delivery experience, Swiggy improved operational efficiency, reduced costs, and enhanced user satisfaction. The initiative created a win-win situation for the business, delivery partners, customers, and the environment.
Case Study Link 🔗
Enhancing Tracking Screen
The tracking screen is a crucial touchpoint in every user’s journey, serving as the main interface user's track their orders. In 2022, I took ownership of the tracking experience, collaborating with product managers, the Ads team (who work closely to unlock monetisation opportunies), and engineering to deliver impactful enhancements. These improvements, designed to make the tracking easier while also major focus was on unlocking monetisation and cross pollination opportunities as users wait for their order to be delivered.
Designing for Delight
At Swiggy, we have an internal term for adding delight we call it HI (High Moments). This is our way to go above and beyond to create something magical, there are no metrics that measure impact for stuff like this. The only measure is the smile on user's face when they experience such magic moments! Sharing a these moments designed by me - few are live, other are concept which someday would be live.
Launching Incognito mode
Just like people feel the need to hide their browser history at times, we found people also want to hide certain orders! To meet this unspoken need state we launched incognito mode across our food and grocery vertical. This feature was made not for moving business metrics but for a silent impact and creating a feature rich app for all types of need states.
