SWIGGY
Collectibles
Swiggy is one of the two largest food delivery/quick commerce companies in 🇮🇳 India with over 20 million monthly users, valued at $10 billion
category
Product & partnership led growth
my role
Product Designer
team
1 PM, 1 PD, 8+ engineers + more
What did I do?
Strategy
Research
Copy writing
Motion design
High fidelity prototype
Framework building
Quality control and execution
Helped in marketing strategy
What and why?
It’s a construct to gamify order placement induced by external events to gain
Competitive advantage
Brand loyalty
Long term user retention
how external events affect no. of orders
50+ innovative ideas from the team
Some of the best ones
Swiggy sixes
Everytime anyone hits a 6 during an IPL match, Swiggy users will have a window to claim ₹6 as
Swiggy money
Trump Cards
Collectibles can vary from virtual Cards to trophies to anything, Users will be rewarded based on their collection
Swiggy mini teams
Replica of a fantasy teams game where users will make teams of 3 and based on the performance of their team in IPL, they will win coupons/Swiggy moey
Swiggy Tambola
Each user will be assigned a system generated Tambola ticket which will have performance parameters of the two teams playing, User will be rewarded the same way players are rewarded in real Tambola
Project timeline
Primary research
User interview questions
Who’s your favourite player?
Who’s your favourite team and why?
How frequently do you watch IPL matches
Understanding complexity
Would you share this among friends?
Excitement level?
Personas based on research
IPL Fanatic
Has a favourite player and favourite team
Watches almost all IPL matches
Emotionally invested
IPL Aware
Has a favourite player and favourite team
Watches IPL matches in the weekends if they have company
Not emotionally invested
IPL Aware
Doesn’t have a favourite player a team
Doesn’t watch any matches
Not emotionally invested at all
The team decided on Trump cards
deciding factors
User backwardness
Social shareability
Marketability
Cost
Ability to drive New and Dormant users
Strategy
Marketing strategy
Visual identity
Brand position
Hook rewards
Nomenclature
Guiding philosophy
People love their nostalgic moments, The construct is designed keeping the 90s kid who are now adults in mind. Nostalgia should extend to visuals, copies, communication and marketing. Design principles we followed:
Emotional design
Emotional design
8 core drives of gamification
8 core drives of gamification
Flows
Onboarding flow
Milestone achieved
15 cards collected
Visual direction explorations
Scalability
REPURPOSABLE for other events
Impact
Business metrics
Gamification metrics
qualitative metrics
Thanks for watching
Thanks for watching
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Collectibles
SWIGGY
Swiggy is one of the two largest food delivery/quick commerce companies
in 🇮🇳 India with over 20 million monthly users, valued at $10 billion