Back in 2014, Swiggy worked off a website and operated only in Koramangala, Bangalore. Five years later, Swiggy is now an adjective and a solution for hunger pangs all over India. GPS-tracking, step-by-step management of orders and deliveries, and a vast network of personnel to deliver hot food were in the offing: a revolution we had to make sure would happen.
Kuch toh pakk raha hai!
What we did was help Swiggy plan, design, and develop their first mobile app, while simultaneously redesigning their website. The initial app we designed showed users how long the food would take to reach them – in addition to the distance.
We included the time it took to prepare food in this estimate. We knew people would order online if they knew the time it would take to deliver food and if they felt in control of just how long they had to wait.
Aaj khaane mein kya hai/ What’s on the plate tonight?
Restaurants maintain categorised menus. We borrowed these and tweaked them a little. We wanted to ensure that users weren’t overwhelmed by all the information available and could make a direct and clear choice. We added in a ‘recommended’ section that listed the most popular dishes in each restaurant as well as the dishes easiest to prepare (which meant shorter delivery times!) This showed up at the top of the page and the user could scroll down if they wanted to explore a little deeper.
Large imagery along with descriptions, and the ability to customise dishes (for eg, to add fries, or add more toppings to pizzas) helped people make better selections.
Lists are the best
The menu wasn’t just a photograph of the restaurant menu but a list of every dish available to eat. A user could choose which dish to add to the cart..
I’ll have what they’re having
We know that images can do what words cannot and so we made sure to include photos of each dish in the menu to give customers a better idea of what they were ordering. This fed the customer’s curiosity – each person had a sense of how their food would look. We added in an expansion to help customise each order – whether pizza toppings, serving portions or sides, based on what each restaurant allowed for.
We had two main problems to contend with after our brainstorming sessions. The first: The urgency of the ‘where-is-my-food?’ syndrome. The second: ‘Sorry bhaiyya, no change’.
We introduced GPS trackers on the app used by delivery personnel to make sure that the journey from the pick-up to the delivery was visible to each user. All users could see was what was going on until they had the food in hand.
We all know how difficult it is to find the exact change. We included a small checkbox for ‘Cash on Delivery’. This ensured that delivery personnel could carry exact change for each delivery without any hassle.
With the overall framework in place, we noticed that users didn’t mind waiting a little longer if they knew were guaranteed the convenience of knowing the status of their order.
Here are some screens from the designs we created for two platforms:
In the five years since we worked on the basic logic of the app with Swiggy, we are happy to say Swiggy has expanded to major cities and towns, rebranded their app, continuing to be an integral solution for hunger pangs.
We build our products thinking about their future as well as the present, and we believe in products that can stand the test of time.
Do you fancy a chat over a cup of coffee, plenty of natural light and discuss turning your ideas into a reality? Let’s start a conversation: firstname.lastname@example.org