Onboarding project | Zepto

📄

Onboarding project | Zepto

“It’s early in the morning, you woke up and went to the kitchen to make a cup of tea and saw that you were running low on milk. “

What do you do?

Zepto it!

“You have a house full of guests and everyone is having a good time, someone left the icebox outside and now there is no ice, you can't leave your guests to go get ice.”

What do you do?

Zepto it!

“You are cooking Thai curry and suddenly realize that you thought you had 2 coconut milk packets but in fact, you have only one left. You are in the middle of your cooking session and you have people coming over for dinner. You don't have time to wait for next day or later in the day delivery!”

What do you do?

Zepto it!

“You are at work; You get a phone call from your cook; “Ghar pe sabzi nahi hai kuch, kya banau?”

What do you do?

Zepto it!

“You are out for a meeting; suddenly you realize you need tampons! “Oh dear! oh dear! What do I do now?!”

What do you do?

Zepto it!

From being a grocery delivery app to becoming a noun on its own!

Anything you need, anywhere, anytime! Just Zepto it!

All from 1 app, within 10 minutes!

-Introducing, Zepto!

👥 ICPs - Ideal Customer Profile:

👥 ICP Overview:

	ICP 1	ICP 2
Name	Amit	Rashmi
Age	25	30
Gender	Male	Female
Salary bracket	20-30	30-40
Location	Bangalore	Bangalore
Workplace	Startup	MNC
Married	No	Yes
Kids	No	No
Pets	No	Yes
Where do they spend their time ?	Weekdays on work Girlfriend Movies, Weekend bike trips, Team Party with colleagues, House Parties, Drinking outside, Playing Football	Weekdays on work husband and dog Cooking Reading Gardening Going for a run going out to dinners
Which Apps do they use?	• Social media (Instagram, Twitter, LinkedIn, Reddit) • OTT (Netflix, Prime) • Online shopping (Myntra, Amazon) • Commute (Ola, Uber, Rapido) • Food (Swiggy, Zomato) • Networking ( WhatsApp, Zoom, Slack) • Activities ( Bookmyshow, Playo) • Payments(Gpay, PhonePe, Paytm) • Grocery (Zepto, Blinkit, Instamart)	• Social media (Instagram, LinkedIn) • OTT (Netflix, Prime, Hotstar) • Online shopping (Myntra, Nykaa, Amazon) • Commute (Ola, Uber) • Food (Swiggy, Zomato) • Networking ( WhatsApp, Hangouts) • Payments(Gpay, PhonePe) • Grocery (Zepto, Blinkit, Instamart)
Where do they spend their money?	Rent, Utilities, Househelp Commute Subscriptions Movies and eating out Parties and clubbing Online Food ordering Bike Gear Travel	Rent, Utilities, Househelp Car maintenance Subscription Dinners Shopping Domestic and International trips
Average order value	500-1000	400-800
Frequency of use	5-6 times a week	3-5 times a week
What Product features do they like?	Ability to track the delivery of Curated products, Product recommendations based on past purchases	Product recommendations based on past purchases Tells you exactly when it will deliver before even starting to order.
Discovery of Apps	Word of mouth Playstore	Word of Mouth Google search
Delivery free	Is okay to pay a small delivery fee if it reaches on time	Always try to match the minimum cart value to avoid paying for delivery
Quality/Time/Money	Time over everything else	Quality and time over money
Pain Points	Doesn't have time to plan groceries for the house	Hates going to traditional offline stores; causes stress and is tiresome
Frustration	Occasionally received wrong or spoilt products	The product catalogue is limited, sometimes doesn't find a certain product

Meet Our ICPs - Amit🙋🏻‍♂️ & Rashmi🙎🏻‍♀️

Say Hi to Amit👋🏼

He is a 25-year-old working with a startup in Bangalore. He has a hectic work schedule of Mon-Sat and likes to keep Sundays for friends and “Me” time. He lives with 2 college friends who also have a very hectic work life.
He has a girlfriend who lives far from him and keeps his Sunday to spend time with her. They go out to watch movies often as both are cinephiles.
He has a cook who comes home during the day and has a key to their house, they coordinate with the cook via Whatsapp group to communicate what they want for the day. This is the first time he is living on his own as before this he was living with his parents.
He likes to go out and travel whenever her can. He is a biker and has traveled all across the west coast and south India on his bike. He is a spontaneous person and tries to go on such trips often. He has a big circle of friends who come to his house frequently to hang out.
He binges on Netflix and Prime Video. He a Formula 1 fan so follows the races very regulary; often with friends over at his house. He playes football on Sunday mornings.
As he leads a hectic and spontaneous life, time is a luxury for him, and does not like to waste his time in mundane activities.
He uses online payment like Gpay, Phonepe, Credit cards, for Zomato, Swiggy, Uber, BookmyShow etc

Problem Statement For Rohan

Amit has long days on weekdays and never has the time to go out for groceries, he orders every two days after discussing with his flatmates and sometimes orders after his cook informs him about there being no vegetables in the house.
He orders very frequently during the weekend; when he has freinds over and he is in need for snacks, mixers, cigarettes.

JTBD For Rohan

Functional Goal - Amit’s most cherished commodity is his time, which he saves a lot of by not thinking about, “how?” and when?” and “whats?” of grocery shopping. He has not gone to buy even once since the day of online shopping has dawned. It saves him time and gives him convenience and flexibility.
Financial Goal - Amit is able to get discounts on everyday products.
Personal Goal - Amit likes his “perfect system” as it allows him to use the time as he pleases without a worry.

Say Hello To Rashmi👋🏼

She is a 30-year-old Business Head working in Bangalore. She works from 9-9 pm on weekdays. She currently lives with her husband and their dog “Bruno”. She drives to work which takes her 30 mins one way.
She has a cook and maid to help with household upkeep. She is responsible for keeping their pantry stocked and she coordinates with the grocery ordering
Rashmi and her husband have cookoffs every Sunday alternating between them. They love to cook and often cook interesting and often new recipes so they order in the moment on weekends.
She loves to read and often catches up on her reading on Sunday evenings and enjoys going for a run with Bruno.
Rashmi and her husband often go out for dinners on the weekends and take 1 international trip and 2 domestic holidays every year.
She uses online payments as her primary source of payments everywhere.

Problem Statement For Rashmi

Rashmi mentioned it used to take her half a day every weekend just grocery shopping and now she uses that time to tend to her garden. She saves a lot of time and effort which takes into buying essentials for a household. She says managing her house is much easier now.
She says it's one less chore that needs to be done in a house. She loves that she can order multiple times a day because if she forgets to order it before something which was impossible with the traditional way of grocery shopping. This has enabled her to do impromptu cooking sessions without worrying about the ingredients.

JTBD For Rashmi

Functional Goal - Rashmi does not have to do the additional work of going to the store and collecting each item on her list, but instead she’s able to order the items on her phone and have somebody deliver it to her home.
Financial Goal - She is able to save a lot of money thanks to the great discounts available on the app and not having to spend additional money on fuel for the commute to the store.
Personal Goal - She is able to use the time to do things she loves and has many relaxed and fun weekends.

Let’s start the Onboarding Teardown

1. Discovery

🔎 Google Search:

Keywords: Order Grocery Online, 10 Minute Grocery Delivery, Zepto Delivery, Buy Grocery Online

Zepto is ranking #1 for the keywords- “order grocery online”, “10min grocery”, and “buy groceries online” which is great for them. Clear Value Prop in the ad text

10 min grocery delivery- get delivery in 10 mins - its repetitive an does not give the user new information

Additional information like “order online” could be added to the ad text. Information about “zero delivery fee” could be part of the ad instead of the current repetitive wording.

Messaging aligns perfectly and makes it extremely clear to the user on what they provide in terms of service. Mentions range of products from fresh fruits to frozen items.

The options to select from are not consistently formed;

“Fresh Fruits”.

“Buy Cigarettes Online in india”,

“Buy Fresh Vegetables Online in India”

Why India? it's a local delivery app; India is understood

The wording is too long and unnecessary.

Keep the options simple; “Fresh Fruits and vegetables”, “Cigarettes”, “Frozen Food”, “Personal Hygiene”

Cognitive Bias at Play

Anchoring Bias in favour as it the first rank in organic search

📱 App Store:

Ranks 1st in the organic search “online grocery app”

The Value prop is clear and precise

The rating of 4.7 with 10M+ downloads reassures users.

Kiranakart Technologies Pvt Ltd fills in more space than Zepto Tagline

The word “Online” should be added in the tag “ Zepto: 10 min Online Grocery Delivery

The Publisher’s name should be changed to “Zepto”

More tags “Delivery”, and “Grocery” should be added.

Cognitive Bias at Play

Anchoring Bias
Default Bias

Clear Value prop; effective message to the users

The rating of 4.7 with 348k reviews reassurance users.

About section gives reassurance of 10 min delivery and 0 delivery fee

The video carousel is cluttered and cuts the message where the first alphabets are cropped out.

The word “Online” should be added in the About the app.

10 min online grocery delivery at your doorstep

Enjoy Zero delivery fee between 6 a.m. - 2 am.

app screenshots and Ad pictures instead of the video

Cognitive Bias at Play

Social Proof
Confirmation Bias

App Store Reviews

A rating of 4.7/5 with 348k reviews is a great impact on the user About section gives reassurance of 10 min delivery and 0 delivery fee

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

2. 2. In-App Onboarding Flow

The user will be prepared to receive a notification

The feeling of annoyance at the beginning before even onboarding started ”One more notification!”

Ask for notification when there is something to notify Ask for notification permission when the order is placed Give a reason for notification “We will tell you when your order is ready! Allow notification?”

Cognitive Bias at Play

Priming- preparing the users to receive notifications in the future

Clear CTA

Just a mobile phone number required

No confusing SSOs

Simple signup

Re-inforcing the Core Value Prop

Good placement of CTA

The “Enter phone number” font is very small

Prefill the mobile number if possible

Cognitive Bias at Play

Progressive Disclosure
Spark Effect
Aesthetic-Usability Effect

Clear message with timer in the middle of seconds elapsed

Clear CTA

Option to differ from other methods with “Didn’t get it?”

Option to send OTP again

Send OTP (SMS) is too small and difficult to read

Didn’t get it? option is unclear and will cause drop-offs in case of OTP SMS delays

Make the Didnt get it to “ Get via Call” option

Cognitive Bias at Play

Progressive Disclosure
Spark Effect

Clear CTA

The feeling of “signup is almost completed “

Referral code option - the app cares about the referral program

Almost there with a wave greeting is welcoming

The background shows 5000 whereas the Play store advertised as 7000 products; this is misleading and causes mistrust

Make it 7000 or 5000 consistent in both places

Cognitive Bias at Play

Social Proof

Asking for location permission with a clear message of why they need my location

Clear Value Prop on the background

Clear CTA for enabling location

GIves the option to search users’ location manually

5000 vs. 7000 products available is still there

Make it 7000 or 5000 consistent in both places

Cognitive Bias at Play

Progressive Disclosure
Spark Effect
Confirmation Bias
Feedforward

Value Prop is on the home page right at the top center

The search option is with clear CTA

I can see my address on the top left clearly

I can see there are product options to scroll for

Clear Home, Categories, Buy Again option, and Cart section

1st mini Aha moment: Any order will take 11 minutes to reach as now the app has my location

The Super saving banner is not clickable and takes up center stage on the home page The catalog section looks cluttered and feels a little overwhelming

Make the banner clickable and take me to a deals page; deal of the day or major deals Make the product grid less colorful and use more white space

Cognitive Bias at Play

Confirmation Bias
Centre-Stage Effect - for the core value prop
Negative Aesthetic-Usability
Subtle nudging - at the bottom with adding to cart of 199 for free delivery

All the products are categorized and have labels for them

There are too many product categories to read through them all.

Reduce the number of categories and club some categories together

Cognitive Bias at Play

Cognitive Load - There are too many categories to look into
Hicks Law

Clear categories on the left panel; easy to scroll to get to more refined categories

Clear CTA once a product is selected

Clear message to add 21 rupees more to avail the free delivery

There is no way to filter or sort products out No high to low-cost sort available or price range filter No quantity-wise filter or sort It is a hassle to browse

Zepto should add a sorting option to other products

Cognitive Bias at Play

Subtle nudging - at the bottom with adding to cart for free delivery

Top reminder; to add more 21 rupees to avail of free delivery Users see new offers to avail and how to get those offers There is a might have missed section for previously ordered items Clear CTA to know i need to add address to move forward

You might have missed should be above Avail offers/ Coupons

Cognitive Bias at Play

Subtle nudging - at the bottom with adding to cart for free delivery
Variable Reward
Priming- to add address

Once I achieve my min cart order; I am greeted with a free delivery message

The new offer unlocks for me to add on

Clear CTA to add my address to move forward

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

A rating of 4.7/5 with 348k reviews is a great impact on the user About section gives reassurance of 10 min delivery and 0 delivery fee

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

A rating of 4.7/5 with 348k reviews is a great impact on the user About section gives reassurance of 10 min delivery and 0 delivery fee

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

A rating of 4.7/5 with 348k reviews is a great impact on the user About section gives reassurance of 10 min delivery and 0 delivery fee

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

A rating of 4.7/5 with 348k reviews is a great impact on the user About section gives reassurance of 10 min delivery and 0 delivery fee

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

A rating of 4.7/5 with 348k reviews is a great impact on the user About section gives reassurance of 10 min delivery and 0 delivery fee

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

A rating of 4.7/5 with 348k reviews is a great impact on the user About section gives reassurance of 10 min delivery and 0 delivery fee

As we scroll and read; there are multiple 1 star reviews with bad experiences which puts a negative impression on the user.

Addressing each negative review with a personalized comment and intent to solve the user's complaint

Cognitive Bias at Play

Social Proof
Confirmation Bias

Activation Metrics

1- Hypothesis 1: 2 successful orders/week in the first 2 weeks

✅Reason: If a user orders 2 orders every week then it is highly likely that they will feel the aha moment twice and the chance of them coming back on the platform increases.

2- Hypothesis 2: 7-8 successful orders in the 1st month

✅ Reason: Zepto is successful in getting the job to be done successfully 7-8 times in a month. The user is regularly coming back to the platform and consistently feeling the Aha moments.

3- Hypothesis 3: ****Leaving a 4 star+ rating on the app store or for the deliveries made

✅ Reason: The user took the time and effort out to rate the app on the play store or app store.

The user took upon their own reputation to back Zepto’s reputation showing a lot of commitment towards the app and how happy the user is.

4- Hypothesis 4: Availing discounts and offers on the app

✅ Reason: The user is constantly getting discounts and utilizing the offers on the App means the user is spending more time on the app exploring the ways to use the app better. This will keep the user into coming back if the user is saving money.

5- Hypothesis 5: Adding their cards or other payments on the App

✅ Reason: This shows usage commitment and a promise to get back on the app as they want to fastrack their orders by adding their payment details

📉 Metrics to Track

Qualitative:

App Store reviews on the App Store
CSAT and NPS Surveys
Calculate Time to value: how much time does it take for a user to signup to order receiving (Aha moment)

Quantitative:

D1, D7, D14, D30- Play store/ App store app views
D1, D7, D14, D30- to track how often are they returning to the App.
DAU/ MAU - daily and monthly active user to identify the conversion from daily users to monthly user retention
Heatmaps to identify user dropping off points during onboarding
D1**, D7, D30** transactions (to be compared with downloads)
Payment page drop offs
Subscription rate vs retention
Average order value
Average TAT
Website visitor to App download percentage