swiggy pmschool submission for the first round

Swiggy pm school deck

1. DIBYANSHU GAUTAM
Design Swiggy
for the Elderly
A PM SCHOOL CHALLENGE

2. Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation
Swiggy’s Offerings
Major Competitors
About Swiggy 600 +
Cities in India
125K +
Restaurant
Partners
2L +
Delivery
personnel
India’s leading online food and grocery ordering and
delivery platform, Swiggy, has revolutionized the way
we dine. Founded in 2014 and headquartered in
Bangalore, Swiggy operates in over 600 Indian cities.
Beyond food delivery, it offers on-demand grocery
services through Instamart and same-day package
delivery via Swiggy Genie. With a vision to elevate
urban consumers’ quality of life, Swiggy combines
convenience, speed, and reliability.
Metrics

3. Food Grocery
0
20
40
60
80
2022 2023 2024 2025 2026 2027
Percentage of respondents
0
5
10
15
20
25
30
Never
Less than once a month
Several times a month
Once or twice in a week
Three to six times a week
Once a day
Several times a day
Market & Customer Analysis
Revenue Projections in $ (Bn)
Frequency of orders for
55+ year olds
CAGR (2028) for Food nears 20%
CAGR (2028) for Grocery nears 24%
On average users above 55 order once
or twice a week or 4 -6 orders a month
Why this problem needs
to be solved
Targeting new section of consumer can
help increase the daily orders count and
increase the revenues further up
No specific solution present in the market
leaving behind a big opportunity
Problem Ahead
Finding a feasible solution to help elderly use
Swiggy and fulfill its vision of – delivering
unparalleled convenience to millions of
Indian doorsteps every day.
Swiggy Personas Market Analysis Customer Journey Features Prioritisation Metrics

4. Customer Personas
Hema, 62
Housewife living with his retired
husband in Lucknow
Rohit, 65
Retired army veteran living in
Mumbai
Convenient and healthy food option listings
Available groceries and medicines in an instant
Safe delivery and hassle free customer care
Excessive cognitive load in the user journey
Quick language accessibility
Need some errands to be done when busy
On time and accurate delivery of food and groceries
Easy UI and payment options for the app
Goals
Pain Points
Goals
Need quick and dependable delivery of products
Easy payment and accessibility on app
Pain Points
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

5. Find
Restaurants
and shops
Search
menu
catalog
Set
Location
Payment
Wait for
order
to arrive
Receive
order
After order
customer
service
Too many
options for
users. Feels
cluttered for
elderly users
increasing
cognitive load
Lack of info of
UI features.
Users end up
endlessly
scrolling and
not finding their
choice
Auto detect
location doesn’t
work everytime.
Difficulty in
setting location
manually
Too many
payment
options, offers
and promos.
Risk/Fear of
payment
failures
Order arrival is
uncertain at
times. Constant
worry of order
arriving or not
Need to look for
any problems
with orders or
the delivery
person. Is the
interaction safe.
Is COD safe ?
Will I get my
money back
now ? How to
approach
Customer care
for my issues ?
Customer Journey
Where to order from
Location difficult
to set
Too many options
Payment
uncertainty
My order
is wrong
Is the driver
dependable
Is the driver
location correct
PAIN POINTS
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

6. Feature Description
Addressed Pain Points
Metrics
Feature #1
Swiggy Dost
Swiggy Dost is an easy to use, minimalistic
view for users who want a curated UI
populated by their choices - like a friend who
makes your life easier
Cognitive Overload, Accessibility Barrier
Average time spent on feature
Payment conversion rate
Easy language change
Simplified Interface for TG
Focus on clearly indicating available
options and make UI look less
indimating for the TG. Menu options
to be large to cause less strain in the
eyes of TG. Customer service option
to be distinct for any issues.
Address clearly evident
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

7. Easily visible payment
options
Auto applied coupons
Clear and distinct action
buttons
Easy payment screen helps TG
during the payment process
increasing our conversion rate
Auto applied coupons so that
consumers can always get the
best deals out there
Increased visibility
Huge icons and text helps make
our app more accessible to our TG
while also keeping it simple and
functional
Distinct checkout details
Current order is displayed clearly
along with the current delivery
location so that TG would not find
it difficult to check out
Swiggy Dost
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

8. Feature Description
Addressed Pain Points
Metrics
Feature #2
Drivers like Family
Using this feature users have the option to
select a driver from the available ones so that
they feel safe and drivers can build great
rapport with users improving experience
On time delivery, Safer delivery options
Customer NPS score regarding deliveries
Feature usage frequency rate
Selection menu
Options of drivers shown along with
their ratings and more details.
Consumers have the power to select
a driver of their choice. Drivers would
also be trained to maintain and build
rapport with their consumers. Utilizing
our physical touchpoint for
conversion.
Driver Ratings
Driver ratings are a combination of
user ratings along with parametric
score which is shared to the drivers
as well.
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

9. Feature Description
Addressed Pain Points
Metrics
Feature #3
Locate me Swiggy
This feature would help users set their
location easily by either speaking or even
contacting our customer execs to explain
and set their location.
Difficulty in setting accurate location,
explaining landmarks on text
Feature usage rate among TG, Delivery
location accuracy rate
Location setup menu
Our TG may find it difficult to set
locations so now they can either do
that or can speak and let smart
Swiggy detect the location details.
This would help the improve the
experience of TG on our platform
while also increasing accessibility for
rour product.
Call Help Available
Now you can setup your location
easily and explain the directions to
our customer execs for better &
accurate locations
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

10. Feature
Reach
(Out of 10)
Impact
(Out of 10)
Confidence
(Out of 10)
Effort
(Out of 10)
Final Score
(R*I*C)/E
Swiggy Dost 9 9 9 9 81
Drivers like
family
9 8 7 9 56
Locate me
Swiggy
10 6 10 8 75
Feature Prioritization
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

11. Metrics Pitfalls
Customer NPS for elderly customers ( North Star metric)
Higher customer NPS indicates that elderly customers are
finding the application friendly for them to consume
indicating consumer confidence.
Payment Funnel Conversion Rate: Higher rate indicates
users are actually ordering something after visiting the app.
Order Frequency Rate: Higher rate indicates users are are
engaged to app and ordering in multiple visits.
User onboarding rate: Higher rate shows users especially
elders are trying the app themselves upon seeing its pro
elderly new features .
It is possible that the features would be adopted late
since the elderly might be majorly late adopters . There
might be resistance to any change in their regular day to
day activity. They still might ask their family members to
order for them.
Communication about the feature needs to be kept in
mind in order to motivate the target group to use this
feature as much as possible.
Need to improve the interactions the consumer has with
the delivery drivers especially for this target group since
they value building trust and relationships with everyone.
Swiggy PersonasMarket Analysis Customer Journey Features Prioritisation Metrics

12. DIBYANSHU GAUTAM
XLRI JAMSHEDPUR
THANK
YOU