Mystery
Mystery
BOX
BOX
Swiggy is one of the two largest food delivery/quick commerce companies in 🇮🇳 India with over 20 million monthly users,
valued at $10 billion
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 led growth
my role
Product Designer
team
1 PM, 1 PD, 8+ engineers + more
What?
Mystery box is a construct to activate regular users of one Business vertical in another Business vertical
Why?
Increase Instamart (grocery) orders
It’s much easier to convert food users to grocery users than to get fresh new users
Create scalable constructs to convert food delivery users to food & grocery delivery users
Target users
Primary qualitative research
Data insights
Total regular food users
~20 million
#users who never ordered grocery
~11 million
Solutioning
3 key points to solve
Awareness
Mental model change
Making people place their first order
Design process timeline
The whole project took about 8 months from inception till shipping. This chart contains all the steps which were instrumental to the problems that were being solved with the redesign.
Happy Flow
Key screens
Home page
Other explorations
Other touchpoints
Positive Impact
Negative Impact
What's next?
Thanks for watching
Thanks for watching
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