Onboarding project | Swish

Define your ICPs

[Delete the one you don't need]

B2C Table ⤵️

B2B Table ⤵️

ICP Prioritization

[Use this framework to prioritize your ICP's]

As of now, our Total Addressable Market (TAM) is focused on six major urban cities: Bengaluru, Mumbai, Delhi, Pune, Chennai, and Hyderabad.

These markets offer high population density, strong digital penetration, and established food delivery behavior.

Using the ICP Prioritization Framework, we observe that ICP 1 (Urban Professionals) and ICP 3 (Homemakers/Parents) present the strongest strategic opportunities. These segments have:

• A large enough addressable base
• A clear frequency-driven use case
• A willingness to pay for speed, convenience, and reliability

That said, we will continue to keep ICP 2 (Gen Z college students) in our roadmap. While their purchasing power may be lower, they represent:

• A highly viral, trend-sensitive segment
• Low CAC through word-of-mouth and student communities
• A "low-hanging fruit" for volume and off-peak demand

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

App Store :App Store Search View

What’s Working Well

• Positioning: Clearly differentiated from Borzo and SNACC by naming and logo (green stands out).
• Quick recognition: Clean, bold logo and title make it easy to spot.

What’s Not Working

• Subtitle: “The convenience you deserve” — too generic compared to SNACC’s “Snacks, Meals & Beverages”.
• Missing urgency or reward — others use pricing, delivery time, or categories in metadata.
• Lack of preview images in this view — showing your referral offer or ₹100 off banner might be more clickable.

Suggestions

Please use the following instead of 'The convenience you deserve'

Fresh meals in 10 mins + ₹100 off

💡 Why it works:

• Highlights speed + discount
• Uses relevant search terms ("meals", "10 mins", "₹100 off")

App Store : Swish App Store Listing

What’s Working Well

1. Name & Tagline
2. • "Swish: 10-Min Food Delivery" is sharp and immediately conveys the core value.
   • Great use of numbers ("10-Min") to create urgency and efficiency perception.
3. High Ratings (4.7 stars)
4. • Strong social proof — worth highlighting more.
   • Reinforces reliability and trust at first glance.
5. Visual Branding
6. • Consistent green palette, minimalism, and app icon stand out.
7. Screenshots Preview
8. • “Fresh food delivered in 10 minutes” with visual hierarchy is clear and impactful.
   • Icons like “Top Rated Chefs”, “Freshly Prepared”, etc. subtly back up the quality angle.

❌ What’s Not Working

1. Description is too generic
2. • “The convenience you deserve” is elegant but vague — lacks emotional or contextual pull.
   • Add - "Chef-curated meals, not just packaged snacks"
   • Doesn’t speak to urgency (e.g., hangry students, midnight cravings) or specific moments of use.

For example : "Swish is your fastest path from craving to comfort in just 10 minutes.
Tired? Hungry? Out of groceries? Skip the 40-min wait. Swish delivers fresh, chef-prepared meals in just 10 minutes — high quality real food, ready when you are!"

1. No Unique Differentiators Called Out
2. • Doesn’t answer: “Why Swish over Zomato, Swiggy, or even Blinkit Snacks?”
   • No mention of local reach, top categories, or reward systems (like referrals, offers).
   • Swish can use '10-Min Freshly Cooked Meals' since most competitors deliver groceries or packaged snacks in 10 minutes
3. Screenshots feel static
4. • No user context or scenarios: e.g., “Late-night Maggie in 10 mins,” “Breakfast saviour for parents,” etc.
   • Could benefit from text that speaks to use cases, not just features.

Screen 1 : After Downloading it from App Store

Intent : Phone Number Entry

UI Elements: Logo, phone number input (+91), Continue button, Terms notice, Skip button.

What’s working well:

• Clean and distraction-free interface.
• Focus on a single action — entering the phone number.
• “Skip” button gives users autonomy (though its effect isn't shown - this is very vague without understanding the action it shall lead)
• Branding is consistent and prominent at the top.

What’s not working:

• No clear incentive for why a user should enter their number (no messaging around “fast ordering,” “track your orders,” etc.). - The way you present information affects how people make decisions.
• No repetitive message on - ' get your favourite craving in 10 minutes'
• Skip is vague — what happens when you skip?
• Lacks trust signals (e.g., “We don’t spam,” “Your number is safe”).

Suggestions:

• Add a one-liner benefit below the input (e.g., “Get quick access to late-night cravings”).
• Clarify the purpose of “Skip” — maybe a tooltip or make it lighter.
• Add a micro trust badge/icon for data privacy.

✅ Aha! Moment:

This screen is functional but not exciting. The user is still deciding if they trust you. There’s no emotional or value trigger here.

🧠 Cognitive Biases:

🔧 Suggested Add: A one-liner like “Get chef-made meals in 10 mins + ₹100 off on first order” above the field.

Screen2: OTP Screen

UI Elements: OTP entry, Continue button, timer for Resend OTP, SMS/WhatsApp options.

✅ What’s working well:

• Offers both SMS and WhatsApp — user choice = higher success.
• Timer adds urgency and clarity on next step.
• Maintains brand consistency and visual cleanliness.

❌ What’s not working:

• No contextual info on why this is needed (e.g., secure your account).

💡 Suggestions:

• Add a 3-step onboarding tracker/ progress tracker (e.g., “Step 2 of 3: Verify”).
• A small line under “OTP sent…” like “Used for order updates and tracking.”
• Add a one-liner benefit below the input (e.g., “Stay in bed. Swish will handle breakfast", "Midnight Craving Rescue? Swish has you covered.")

✅ Aha! Moment:

Still building momentum.
The value is still hidden. Users may start sensing Swish is a legitimate service (due to the dual option of SMS/WhatsApp), but haven’t felt reward yet.

🧠 Cognitive Biases:

🔧 Suggested Add: Simple progress bar (Step 2 of 3) + trust microcopy.

Screen 3: Name + Referral

UI Elements: Name input, optional referral code, Proceed button.

✅ What’s working well:

• Minimal, low-friction input screen.
• Referral field included with no pressure.

❌ What’s not working:

• “What should we call you?” sounds friendly but might be confusing — is it for support, username, or personalization?
• No clarity on what referral benefits are — this is a missed incentive moment.
• No rebranding/ repositioning the message of swish again!!

💡 Suggestions:

• Rewrite the title of this page : “Personalize your Swish experience in one tap.”
• Rewrite : "Hey, please let us know your name"
• Show referral reward info below the field — e.g., “Get ₹250 in your wallet, if you are invited"
• Ask for the user’s context (e.g., student, professional, homemaker, parent) during onboarding so that the home screen can be personalized — e.g., showing snacks for students, quick meals for working professionals, kids’ meals for parents, etc. (mandatory line below. : this helps us personalize your experience better.)
• Add a 3-step onboarding tracker/ progress tracker (e.g., “Step 3 of 3: Your Information”).
• Add Social Proof on this screen :
• • “Someone just placed an order 3 mins ago from your area.”
  • “Over 5,000 meals delivered this morning already — yours is next.”
  • "Join over 20,000 users who Swish their cravings away every day.”
  • “Trusted by foodies across 30+ cities.”
  • “You’re just a few taps away from what 20,000+ people already love.”

Aha! Moment:

Almost there — opportunity for a mini "aha" if the referral reward is explained here.
If “Get ₹100 off with a friend’s code” is shown, users might feel excited for savings.

Cognitive Biases:

Suggested Add:
“Enter a referral code & get ₹100 off your first order. 20,000+ users have Swished it already.”

Screen 4 : Home Screen ( Non Service Area)

✅ What’s working well:

• Instant visibility of offers — highly visual and bold.
• Refer & Earn up to ₹1250 — clear monetary hook.
• Location awareness is built in.

❌ What’s not working:

• Search bar is present but useless when service is off — bad UX loop.
• Offer and referral visible but meaningless if they can’t order.

💡 Suggestions:

• Show a soft message: “We're not in your area yet, but stay tuned! Meanwhile, explore our top dishes and refer friends.”
• Let users “Register interest” to unlock their area sooner — creates ownership.
• Offer a waitlist or “notify me” toggle with rewards (e.g., “₹50 off when we launch in your area”).

🧠 Cognitive Biases in play:

• Scarcity Effect: Not leveraged — could say “Limited-time offer for first 500 users”.

✅ Aha! Moment:

➡️ Blocked.
This screen should be the aha moment — when the user sees amazing food, fast delivery, deals.
But the “Service Unavailable” message kills the emotional momentum. It delays gratification and risks drop-off.

🧠 Cognitive Biases:

🔧 Suggested Add:
Turn the "Unavailable" moment into a soft win:
“Swish isn't in your area yet — but we’re coming soon! Join the waitlist and get ₹100 off when we launch near you.”

Screen 5 : Serviceable area Home Screen

What's Working:

• “Delivery in 10 mins” is crystal clear and builds urgency.
• Search bar + category layout are intuitive — good IA.
• Top Picks with discount tags (“8% off”, “31% off”) are visually compelling and action-oriented.
• Use of craving-based categories like “Maggi & More” is emotionally smart — not just cuisines.
• The brand recall is executed effectively — the consistent use of green across the logo, onboarding, and home screen builds strong visual identity and reinforces

Suggestion:

• No emotional hook on entry. There’s no welcome back, no “Hi Manasi, here’s what’s hot now.” Personalization is missing.
• Veg Mode toggle isn’t sticky enough — should prompt on first entry if user is veg/non-veg.
• 50% OFF CTA lacks urgency — add “Limited time” or countdown to amplify conversion.

Aha! Moment:

• Likely occurs when user sees “Fried snacks + Ginger chai + 31% off” and realizes: I can fix my craving in one tap.

Cognitive Biases in Play:

What's Working:

• Seamless integration of referral with ongoing food suggestions (this reinforces action).
• “Coffees for you” section is great personalization — more of this would help.
• Tags like “BESTSELLER” and discounts continue to nudge.
• The brand recall is clearly maintained throughout the experience — the green color is consistently visible, even while scrolling, creating a strong and cohesive visual identity.

What Could Be Improved:

• The ₹250 referral ad block is repetitive — it showed above as well. Consider replacing this with testimonial or leaderboard snippet.
• No social engagement hooks: e.g., “3 friends ordered Ginger Chai this morning” could drive FOMO.

Aha! Moment:

• Seeing their exact craving (coffee, chai, wedges) bundled with a deal = dopamine + action.

Cognitive Biases in Play:

Placing a referral CTA before the user has experienced value (placed an order) is usually too early and can feel misaligned.

🔍 Why Early Referral Placement Can Backfire

❌ The user hasn't hit their “Aha!” moment yet

Referrals work best when users feel:

• Trust (“This app actually works”)
• Delight (“Wow, that chai came in 10 minutes”)
• Gratitude or habit (“I’ve used this 2–3 times, I’m hooked”)

Putting referral before that risks:

• Feeling like a growth hack
• Skipping the emotional payoff
• Confusing users who haven’t even seen the food experience

Recommendation for Swish:

Referral Trigger Journey (Revised)

Goal: Move referral CTA after the user has experienced value — typically after their first successful order.

📍 Trigger Point 1: Post-Order Confirmation

“That was quick, wasn’t it? 🍽️ Loved your first order? Share Swish and get ₹250 when your friend orders too.”

CTA: “Invite & Earn ₹250” (button appears under confirmation summary)

📍 Trigger Point 2: Order History Page

After 2nd or 3rd order, show:

“You’re on a roll. Time to share the love — earn ₹1250 Swish Cash with referrals.”

📍 Trigger Point 3: Wallet Screen / Rewards Tab

Only visible after wallet credit is earned:

“Your ₹100 bonus is in. Want ₹250 more?” → Invite friend.

✅ Key Activation Metrics

Swish Activation Metrics — Single User View (Meena’s Journey)