Onboarding project | Zomato

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Onboarding project | Zomato

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About the product

Zomato, as the name does not suggest, is an app that addresses your food needs. You can use Zomato to order food online from the 3,00,000 + restaurants and have it delivered to you in no time. You can also via Zomato book tables at restaurants and get amazing offers when you pay via Zomato at the restaurants.

Understanding the user

Attribute	ICP 1	ICP 2	ICP 3	ICP 4
Name	Arijit	Chirag	Sanjeev	Rajesh
Age	22 - 28	22-35	28-42	22 - 40
Income level	40k to 60K	40K to 1L	1L +	40k +
Education level	Graduate/Postgraduate	Graduate/Postgraduate	Postgraduate	Graduate/Postgraduate
Career stage	Early	Mid	Senior	Early to senior
Location	Urban pockets of India	Metro cities	Metro cities	Metro cities
Personality	Tech savvy, adventurous, convenience seeking, Avid reader/moviegoer	Seeks comfort & peace, traveller, likes to try unique things	Comfort, traveller, seeks new experience, foodie	Stick to the usual, Does not like off-beat things
Marital status	Unmarried	Unmarried/Married	Married	Unmarried/Married
Kids	None	None/Yes	Yes	None/yes
Healthy food concern	Little	Moderate	High	Moderate to High
Reason to use Zomato	Lunch/dinner is needed during office hours or post office	When too lazy to cook	Try something interesting	Only in emergency or celebration
Prefered time to use zomato	Afternoon	Night	Not specific	Not specific
Prefered day to use zomato	Weekdays	Weekends	Mostly weekends	Not specific
Food preference	Light and fulfilling	Satisfying and enjoyable	Something new	Not Specific
Pick one - Dal rice/ Biryani/ Pizza/ salad	Dal rice	Pizza/Biryani	Salad	Biryani
Frequency	High	medium	Low to medium	Low
favourite restaurant type	Indian food, fast food, Restaurants offering combo meals	Comfort food, gourmet, speciality restaurant	None	None
Average order value	180 to 300	400-600	400-600	500-600
Max willingness to pay per meal (delivery)	350 to 400	800-1000	1100-1200	~700
Android/iPhone	Iphone	Android/iPhone	Android/iPhone	Android/iPhone
Avg. time spent to decide what to order	15-20 mins	~20mins	~15mins	~10mins
Deal maker	Discount	Offers/Discount	New dish/restaurant	Discount/Delivery time
Deal breaker	Delivery time	spending too much time to decide	Poor ratings	Too many options/ Time to decide
Like to go out for meals	Occasionally	Often	Often	Occasionally
Do you book tables?	Does not usually book	yes	Yes	No
Social media usage	Moderate to high	moderate	Low	Low to High
Who decides which restaurant to go	Friends	Wife/Girlfriend/friends	Partners together	Himself/Family
Factors to select a restaurant	Distance to & fro, Cuisine, is it trendy currently, Prices	Vibe, ambience, photogenic, Food options, does it offer anything new	Online reviews, speciality, Likely experience	Distance to & fro, Influencer opinion
Do you like to stick to one restaurant or try new things?	Order - stick to a bunch of restaurants Dine out - Explore	Try different things	Explore	Stick to a few
You go out mostly with?	Colleagues	Girlfriend/wife	Family	Family
Do you cook?	Rarely	Yes	Yes	Yes

Jobs to be done & validation

Goal	Tags	ICP 1	ICP 2	ICP 3	ICP 4
Primary	Functional	To fulfil the usual lunch and dinner needs	To cover all emergency food needs	To make weekends a happy affair with family	To celebrate in the grandest manner or be a backup in emergency.
Secondary	Personal	To get food of good quality of soothing to his/her taste	To discover new food options	Get to try something new and interesting	To get what all the family members like
Secondary	Social	N/A	N/A	N/A	N/A
Secondary	Financial	To get affordable food	Without making a dent in the pocket get the best food	N/A	N/A

Some points from my conversations with Zomato users:

Upon my discussions with different ICPs, I found that for a person falling in the category like ICP 1, Zomato had become an integral part of their lifestyle and is indeed a "NEED" but for an ICP 3 & 4, it is a "WANT" needed only in the specific situation.

ICP1s are still accustomed to their hometown taste and usually avoid going too far from that at all costs unless they are in a group situation.

User pain point - Too many irrelevant options and feeds filled with sponsored restaurants. Even if they want to go forward and expand their culinary experience the sponsored feed is a big minus. Often, they'll go back to their favourites or follow their friend's recommendation.

Once the user finds a restaurant that offers the perfect food for the individual quickly, the likelihood of the user opting for that restaurant is very high.

Dining/Booking tables are something the user is not concerned about until there is a very great offer. Booking a table makes people concerned about what if there is a change in the plan.

Onboarding teardown

Link to Google Slides: https://docs.google.com/presentation/d/1OBou2J_7rv8x6GqObj_GJ-b1dp9W3vePpeJR6974-R8/edit?usp=sharing

Zomato - Onboarding Teardown.pdf

{Access to all provided}

Q. How am I feeling while being onboarded for this product?

A. Good but slightly confused at some points and sometimes needing to process much information.

Q. What part of the onboarding experience is giving me that AHA moment?

A. First, when the discount is applied the final is reduced drastically. Schecklistcond, when the food is delivered on time without the need of too much back and fro with the delivery partner. Third, the moment I get to avail a top-notch dining offer.

A user is less likely to order if he/she faces constant delivery struggles and too much back and fro.

Q. What screen would replace/ Remove/ add & why?

Walkthrough screen: The user is tech-savvy and is willing to discover things themselves but it is better to show people how they can get the best out of the app.
1st order help screen: In this, I would ideally like to take people through the complete journey of actually ordering the food.
Dining screen: The screen is too generic, lacks personalization and the feed always shows the same restaurants. This needs to be updated often.
Add checklist screen: For individuals looking for new experiences, rather than them researching and deciding which restaurants to try, Zomato does it for them with a restaurant checklist/ to-do list which they can complete. Can also include a leaderboard showing who has visited how many restaurants.

Activation Metrics

Hypothesis 1

Hypothesis: 2 orders in 1 month
Reasoning: When given a discount for the 1st order, a new user places an order early but will only place a second order when his entire experience is flawless without hiccups. This is important for habit formation and long-term retention. A user placing 2 orders in their first month indicates a positive initial experience.
Metrics to track:-

-No. of orders placed by new users in the 1st month

-No. of restaurants the user visited before placing an order

-Time spent to decide what to order

-Type of restaurant the user places the order from (Like Domino or a local one)

-Repeat order rate

-Time between 1st & 2nd order

Hypothesis 2

Hypothesis: 1 restaurant reservation in 7 days
Reasoning: The possibility of booking a table and getting a great offer is a good retention tool, encouraging users to avail of a dining offer on their reservation within a week helps convey the core value proposition in a much better way, making them more likely to use it in the future.
Metrics to track:-

-No. of restaurant reservations made by new users in 1st 7 days

-Time taken since app installation to make their 1st reservation

-Percentage of users who make a reservation out of total sign-ups

-No. of users paid the bill via Zomato app

-No. of users giving 4+ stars in feedback

-Cancellations and no-show rates

Hypothesis 3

Hypothesis: Buy the Zomato Gold subscription in 90 days
Reasoning: A customer will only buy a Zomato Gold subscription when he has experienced the core value prop without any hiccups. It also indicates a high level of commitment and engagement. The user finds enough value in the platform to invest in premium features, leading to higher order frequency and loyalty.
Metrics to track:-

-No. of customers discovering Zomato Gold in 90 days

-Percentage of customers opting for Zomato Gold in 90 days

-Major savings via Zomato Gold are on dining or delivery

-No. of referral customers opt for Zomato Gold

-Usage patterns of Zomato Gold subscribers

-Subscription cancellation rate

Hypothesis 4

Hypothesis: Refer 1 friend in 14 days
Reasoning: If a customer is referring friends, it suggests they have had a positive experience and want to share it + also avail the benefit that comes with it. Reason for 14 days- It covers 2 weekends when users are likely to make their 1st order and to relive that kick in the cheapest way possible is referral.
Metrics to track:-

-Number of referrals made by new users within 14 days

-Percentage of referred users who sign up

-Location of the referee and referred individual

-Order frequency

-No. of 4+ rating orders and deliveries of referred user

-Percentage of referred users opting for Zomato Gold

Hypothesis 5

Hypothesis: 3 orders from recommended restaurants in 21 days
Reasoning: As the user pain point suggests, the time taken to order and sponsored feed are 2 of the biggest deal breakers, encouraging users to order from recommended restaurants, may enhance user satisfaction with popular options and solve 2 key user points. It takes 21 days to form a habit or add something to a routine, hence 3 in 21 days.
Metrics to track:-

-Number of restaurants recommended

-Ratio of orders from non-recommended and recommended restaurants

-Repeat orders from the same recommended restaurants

-Number of orders from recommended restaurants by customers within 21 days

-Avg. time taken from the opening of the app to placing the order

-Change in order frequency and time spent on the app