design for Personalization

GOAL : Given the current state of the design (2020), redesign the personalization module, so that the app is designed to cater to information needs.  

Swiggy is a food delivery app which handles over a million orders a day across more than 300 cities. And each customer order is now being influenced by the customer’s own previous history of order preferences 

After user research from primary and secondary sources along with Heuristic evaluation of the app, insights were gathered. These were then used for ideation, which led to sketches and hence the final UI design.

I skimmed through all platforms including Quora, Playstore and LiveMint to develop a sentiment and understand Personalisation better.

Findability is attached to Personalisation. Users are looking for the options they'd like to eat. Because of which, they'd switch between restaurants while browsing.

 Solving for Findability alongside would be of high impact.

High level Observations from Research :

01. Too many categories confuse the user (also falls in accordance with Miller's law)

02. Customization for health is a user need (data point also observed in Quora)

03. Users keep scrolling to find their favourite dish (blog + playstore review)

To begin with, I defined 2 User Scenarios. The flows were evaluated for potential break points and design ideas were documented on the side.

01. Scenario : It's 6pm in the evening & Rita is looking for a quick snack option. 

• Categorisation increases findability expectations on the homescreen (scenario 1 + playstore user). Probably we can use this to build a separate category called "Your Go-to Orders" or "Most Frequent Orders"

• Current Design includes heavy vertical scrolling. (scenarios + hypothesis of Playstore user confirmed+ self)

• Taste (for short term) and nutrition value (for long term) are key personalization factors.

• Exploring same Dishes from multiple restaurants is not easy.

More ideas...

•  A collection of all the previous ordered dishes including some new ones based on the taste profile of the user. This can be recommended separately in the home screen. This will solve Rita's findability problem by giving her some personalised option to make a choice.

• Same design can be used in the Restaurant menu list. If user scroll > 7 times then show this section 

• Smart cart option which always keeps a user's dish in the cart but gets overriden automatically if a new dish is added to cart 

• Dish recommendation based on the nutrition profile with tags

• Reiterating the Findability problem

The existing linear architecture (restaurant --> menu) in the homescreen and Restaurant page. If a user wished for a different menu, they'll need to restart the entire process again. 

The solution was to build a circular architecture which helped tie menu and restaurants in the categorization. This linked all the transaction flows to one another, helping replicate the user needs around menu.