Brand : Dunzo
Optimize the search bar to elevate user experience
Overview
Dunzo provides on-demand local concierge services for its users in the hyper-local market. This includes groceries, medicines, courrier services.
Dunzo has several popular competitors available that users prefer to use country-wide.
The motive of this project is to improve Dunzo’s capabilities for optimized end user experience and be a viable competitor.
Problem
How might we address the problem of poor user experience and focus on enhancing the discoverability aspect of Dunzo’s features?
Journey Mapping
Aishah decides to write to Dunzo about this problem, as an ardent user she confesses her disappointment and asks the team to look into how they could optimize the user's journey.
The team takes Aishah's feedback and goes back to the design stage of the app's most used feature : the search bar.
Introducing an optimized search feature in Dunzo which includes :
1) Voice Enabled search bar
2) Autocomplete predictions and adaptive results
These are just two of the solutions the team came up with, they then delved deeper into each aspect to consider scaleability of the features.
How did we get here?
Before getting into the details of design let’s look into why we chose to prioritize the search bar as the only feature to focus on.
Current App Analysis
Homepage and search bar
-
Cluttered homepage
-
Search bar doesn't provide any alternatives to any unavailable items user searches for.
-
No smart analysis of user's past purchase behaviour to optimize user's search.
User Insights on popular grocery apps
User Research
-
Surveys and User Interviews
-
Interview Sample size : 6
Popular food/grocery apps in India
-
Zomato
-
Swiggy
-
Big Basket
OFFERS PREDICT PURCHASE
"I noticed that I'm much more likely to buy certain items if they're on offer or if it leads to reduced delivery prices."
SEARCH BAR
"I prefer typing and searching for the items I need instead of scrolling through endless pages. It's just too cumbersome."
AVAILABILITY ISSUES
Sometimes I need something really early in the morning before my kids leave for school but none of the delivery apps deliver at such odd hours."
EASE OF USE
"I've noticed that the main factor to consider choosing a delivery app is how efficient it is to use and if it can deliver products according to my ease and convenience."
Studies have shown that up to 70% of users' interactions with websites or apps involve some form of search activity.
Research Synthesis
After conducting a review of the current Dunzo app as well as asking users what they are looking out for in any grocery app, we sat down to see where Dunzo stands in fulfilling its user’s needs.
This showed a clear disparity between the product goals and user needs that need to be addressed.
Many users like Aishah struggle with finding the exact items they need.
Moreover, there are millions of grocery app users in India who aren't fluent in English and struggle because they don't always know certain items are called in English.
We chose to focus on optimizing the search bar for these users and their needs.
Possible Solutions
Option 1
Voice Enabled Feature
PROS :
- Enables users to multitask while using the app
- Possibility for future expansion of idea
CONS :
​
Option 2
Smart Recommendations and Predictive Analysis
PROS :
- Quick access to user's prefferred choice of items
CONS :
- This feature already exists in the app in some sense but still doesnt fully help with the user issues
Option 3
One-Click Repurchasing and Scheduled Deliveries
PROS :
- This feature would allow users to always think one step ahead for all their grocery needs
CONS :
- Would depend heavily on Dunzo's inventory, stock piling strategies and other considerations.
After weighing all the pros and cons of the three possible solutions, we decided an amalgamation of Option 1 & 2 would be the best to implement.
Why Autocomplete prediction and Voice feature
-
Hands-free interaction for the thousands of parents and working professionals who multi-task on a daily basis
-
Real-Time Assistance for users who aren't fluent in written english
-
Scaleability : Personalization and Contextual Recommendations for users who are always in a hurry.
-
Quicker walk-in and checkout from the app which most of our users prefer (user interviews).
Scaleability of features
Once the team had worked out the core features, they brainstormed on how they could further scale it.
1) Alternative recommendations on Search
The voice feature is enhanced to recommend alternative options in case certain items are unavailable.
2) User segmentation for analytical predictions
Segment users based on their preferences, location, or behavior to provide personalized results.
This approach can help manage and optimize the data processing based on user categories.
Final Solution
Dunzo's revamp enables Aishah to find all her ingredients effortlessly, with personalized recommendations and alternatives.
Additional Wireframes
Checkout Flow
Aishah places an order for her anchovies and chilli paste and she's all set to prepare Nasi Lemak!
Conclusion
​In summary, the optimized search bar has significantly improved user experience on Dunzo. Faster and more accurate results, coupled with personalized recommendations and voice search, have increased customer satisfaction and retention. This enhancement positions Dunzo for continued success in the competitive grocery delivery market.