Onboarding project | BlinkIt

Imagine this:

You’ve moved away from your hometown and now living alone in Mumbai. You plan to host a party for your office friends and realise you’re out of Tonic water, you don’t have your younger brother or help to liverealize with you who you could bribe and they’d bring things home for you.

Now what if you can get all your essentials- from mixers to cigarettes to milk to groceries -

Everything is to livein 1 app.

Sounds amazing no?

Introducing Blinkit: 10-Minuteis Grocery Delivery (Just like it takes 2 minutes to make Maggi) 😛  🙈

💘 Core Value Propositions​

• Quick commerce - BlinkIt promises to deliver your groceries in 10 minutes
• Variety - Discover more product categories such as meat, makeup & beauty, cleaning, electronics, essentials and much more
• Convenience - Easy access to daily needs in a busy lifestyle

Ideal Customer Profile 👩🏻 🧔🏻

👩🏻 Meet Monisha - ICP 1

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• Monisha is a recently married and an HR Executive living in Mumbai.
• She likes spending her time watching shows on TV and shopping.
• Saving money is always a priority for her, so she actively looks for discounts while ordering from Zomato, or taking an Uber auto.

Problem Statement for Monisha:

• Monisha frequently needs to get veggies, milk & snacks and generally at different times. She is always being yelled by her mother-in-law for not keeping things in house, so she quickly orders and saves herself from heated arguments.
• She uses Instagram, orders from Amazon and uses her husband’s credit card or UPI apps like Google-pay for transactions.
• She can conveniently order her essentials at a discounted price and save extra.
  
  JTBD for Monisha:

• Functional Goal- Monisha gets all necessities home delivered conveniently
• Financial Goal- Monisha is able to get discounts on everyday products and saves money
• Social Goal- Monisha boasts about BlinkIt to her Father-in-law (Indu Sarabhai) and tell stories about how she escaped getting scolded from (Maya) Mother-in law

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🧔🏻 Meet Aditya - ICP 2​

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• Aditya is a Product Manager at Dream11 and resides in Mumbai with his partner.
• He uses Twitter, Instagram & Linkedin, orders from Cred or Myntra and uses his credit card or UPI apps like Google-pay for his transactions.
• He commutes via his own car or takes an Uber.
• Aditya prioritizes convenience & time over discounts, and does not mind paying premium to get a good service.

Problem Statement for Aditya:

• Aditya often working late or stuck in traffic to reach home in time, his wife keeps travelling for work or to her natives in Nashik.
• Or, he has hosted a party and fell short of snacks and munchies
• Aditya can get his requirements delivered in under 10 mins, without any hassle and effort.
  
  JTBD for Aditya:

• Functional Goal- Aditya canprioritizes get all his groceries, vegetables & essentials delivered quickly & conveniently and does not have to to specially go shopping after his long tiring office hours.
• Social Goal- Aditya frequently hosts parties in his apartment and boasts about getting chips & mixers delivered in minutes, without having to step out.
• Financial Goal- Discounts and vouchers are like a cherry on the cake for Aditya, he’s happy to save some money and optimize his credit card points.

ICP Summary

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| JBTD Overview

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Let’s start the Onboarding Teardown 🆗

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Discovery

Discovery

✅ - For Positive Aspects ❌ - For Negative Aspects ⬆️ - For Improvements

1. Google Search
   
   
   
   
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​Key Word Searched: “ Grocery Delivery” , “ Online Order Grocery”

✅ The Main Tagline is “ Grocery in minutes” - This is in line with 2 of the 3 JTBDs that require delivery within an hour

❌ There is no mention of the exact time within which groceries will be delivered. This is done by Zepto which is one of the prime competitors for Blinkit

✅ Free Deliveries on the first 4 orders is an attractive value prop for the user ( ICP 1) who is money-conscious

❌ There is no mention of a catalog size which is an important factor for ICP 2 and ICP 3 ( As more options mean more likelihood of finding better quality products)

❌ Does not show up as the top result

⬆️ Push for “ 10 min delivery” messaging on the app

⬆️ Add the size of the catalog to the messaging

⬆️ Try getting the top spot for search results

2. Play Store
   
   
   
   Key Word Searched: “ Order Groceries”
   ✅ “ Grocery in minutes” - Tagline in App Name - Resonates with all ICPs core JTBD ( Especially ICP 1) ❌Again on second place in the Play Store ranking. Beaten by Zepto again. Zepto seems to be beating Blinkit at all Key word sponsored posts
   ⬆️ Getting to the Top of Sponsored Apps

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​❌ The first spot is taken by a video. In User interviews, none of the Users saw this video before installing the app. Although the video is well done this spot could have been used in a better way

❌ “India's Last Minute App” - Brand Positioning is not consistent - “Grocery delivery in minutes” was the tagline in the brand name. “ Last Minute App” has a negative connotation of procrastination in Users. This does not resonate with Users

⬆️ User better Tag line - Indias Last Minute App Does not resonate

⬆️ Do not use Video as the first creative as CTR for that is low and messaging is not clear and it also breaks the happy path

​✅ Free Delivery on First 4 orders - Resonates with ICP 1 who is conscious of Money

✅ 5000 + Products - Resonates well with ICP 2 and ICP 3 ( Who are worried about Quality) - choice of brands is also good. All brands are easily recognized by most people

✅ Cash on Delivery - Resonates with ICP 3 and India as a country loves CoD

❌ CTA on the first image at the bottom _ “ Offer Limited for a limited period” - Could have been better used to create more urgency within the User

❌ Again use of “ Indias Last Minute App” - Does not resonate with an ICP core JTBD

❌ No mention of the exact time at which groceries will be delivered - This is done by the main competitor “ Zepto”

Not focusing on “ 10 Min delivery” may be a brand call but this is counterintuitive when the Tag line is “ India’s Last Moment App”. Better to embrace “ 10 min delivery wave since current tagline has a negative connotation

✅ “Deal of the Day” - Creates urgency within the User and also resonates with ICP 1

✅ End in Day 5 - Also creates a sense of urgency in the User

❌ The deal description is too large and vague. Space could have been used in a much better way

⬆️ Mention more than 1 offers here. Make the text smaller and crisper and more inline with the JTBDs

3. Zomato App
   
   

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✅ “Deal of the Day” - Creates urgency within the User and also resonates with ICP 1

✅ End in Day 5 - Also creates a sense of urgency in the User

❌ The deal description is too large and vague. Space could have been used in a much better way

⬆️ Mention more than 1 offers here. Make the text smaller and crisper and more inline with the JTBDs

3. Zomato App

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✅ The Blinkit color is distinctive and makes User curious on what is the button

❌ There is only a single mention of Blinkit in the entire app. Mentions can be done on the Top Banner

⬆️ Better integrate with Zomato App - Like Swiggy & Instamart. Currently, Blinkit and Zomato feel like 2 different companies. There needs to be uniformity in design in the Zomato App at least

⬆️ Embed the Blinkit App in the Zomato App for network effects

On Clicking the Blinkit Button

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​✅ “ Grocery in minutes” - Tagline in App Name - Resonates with all ICPs core JTBD ( Especially ICP 1)

✅ Clear CTA to Install BlinkIt - Redirects to Playstore

✅ The graphic in the first Screenshot shows “ETA as 4 min”, and shows the distance to the store is “ 1.4km”

✅ Value Proposition is clearly explained in Screenshot 2 in simple words. The screen is not overloaded with too much information. Value Prop resonates with all 3 ICPs

❌ Indias Last Minute App - The Tagline does not resonate with any ICP

App Discovery

​1. Once the App is downloaded and Opened for the first time

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❌ The user is bombarded with permissions without the User even seeing the app for the first time.

⬆️ Since Blinkit works on the principle of geotagging - Users can be explained in a better way why location access is important

2. While Loggin In

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✅ Data is auto-populated from the Zomato App even though I downloaded the App from the Play Store

✅ “ Access your saved addresses” - This is super helpful for the User and pushes the User to use this option to sign up

✅ An option is also given to log in using the Phone number

❌ There is also an option to skip login but this is present in the top right corner and not easily visible

❌ Without witnessing any value proposition of the app I am still being asked to sign in and provide my personal details

⬆️ Login can be delayed after the User places the first order

3. Post Login

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❌ Promotional Material is shown as soon as the User logs into the app for the first time. This Ad takes up 1/4th of the screen

❌ Order Again has only 1 item which results in a lot of white space

❌ Cannot see any place to add an item

❌ The suggested Search is “ Pooja Thali”. Pooja Thali is not in the most bought items of any ICP so this does not make sense

✅ Delivery in 8 min - Resonates with all ICPs

✅ The location is auto-populated

⬆️ Make it easier to add items on the first screen

⬆️ Do not show promotional activity on first-time login

⬆️ If the Number of previously ordered items is less than 5 then do not show them on the first screen. ( reason: this will result in unnecessary whitespace)

4. While Ordering

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❌ Recommendations are off. Based on User interviews most Users use Blinkit for Vegetables, Fruits, and Day to day required activities. These categories are not at all shown to the Users

✅ Slased Pricing is shown on all the items. This is in line with ICP 1 JTBD

✅ There is a lot of option in the catalog on the left-hand/emo side. This is in line with the JTBD of ICP 2 and ICP 3

✅ Progress Bar is shown as the User adds items. This makes it clear to the User how many items are to be added to avail the discount

⬆️ Better Recommendations on the first page which are more aligned o the frequently ordered items by all ICPs

5. After Adding Items to the Cart

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✅ “ Free Delivery in 9 min” - Consistent with the message shown after login

✅ Clear Next steps are indicated

✅ A breakdown of all the charges is clearly given

❌ Applying coupons is not intuitive. This seems like a dark pattern as it is easy to miss this coupon

❌ Already asking to Tip delivery rider without me completing my first order

⬆️ Cupon CTA to be made more attractive as this leads users to their first Ah-Ha moment

⬆️ Do not ask for rider trip before the User completes the first 10 orders

6. On Applying coupon

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✅This is the first Ah-Ha moment for the User. The user has saved money which is the secondary JTBD of ICP 1. The confetti on the screen is a good indicator that this is an Ah-Ha moment. having User acknowledge this Ah-ha moment is also a positive as it ensures that this moment is registered by the User

7. Adding Address

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✅ There is an option to search address which make it easier to select your address

✅ The location is already been Auto selected

❌ There is a random “ Healthifyre” tag on the map which serves no purpose and can be distracting to the User

8. Payment Pre Screen

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✅ The payment method has already Auto selected

✅ Visibility of delivery location

✅ The total is clearly visible

❌ The savings are not clearly visible on this screen which is a core value prop

⬆️ Showing Savings numbers here more prominently will reduce drop off which happen at this stage

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9. Once Payment is done and the order is placed

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❌ Asking the User to turn on notifications during the happy flow seems counterintuitive

✅ First time user has been primed before any action

⬆️ Improve the Copy of the Screen so that the User is compelled to turn on notifications. here it seems like an extra step

This is not the Ah-Ha moment for the User although it may seem like one

10. While the order is being delivered

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✅ Clear Messaging in all 3 screenshots on the current State of the order

✅ Delivery Partner Name mentioned so that the process is humanized and a personal connect is generated

✅ A clear idea on the ETA of the delivery

❌ The vaccination status of the delivery partner is not mentioned. In a post-Covid World, this is very important

❌ Asking for a Tip Before the Ah-Ha moment is achieved

⬆️ Do not ask for rider trip before the User completes the first 10 orders

⬆️ Use better emojis for when the Items are being packed

11. Post Order Delivery

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❌ This is an Ah-Ha moment for the User but it is not capitalised on. This looks like just another screen

✅ Clear messaging on how much time was taken to deliver the order

✅ Asking for a rating ( This is the right time)

❌ Pre-Matuerly asking for a Tip

⬆️ Only ask for a tip if the User gives a 4-star or 5-star rating in the first 10 deliveries

⬆️ Make Users realize the significance of order delivery and make this an Ah-Ha moment-worthy screen. use Confetti

Same Process is to be done for next orders also

Activation Metrics

Hypothesis 1: 2 Delivered Order/week for the first 2 weeks Reasoning: A frequency of 2 orders per week ensures that the User is forming a habit and has experienced the Ah-Ha moments multiple times and understands the Core value of the Product. This can be the Activation metric for ICP 1 and ICP 2

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Hypothesis 2: Total Monthly Spend of Greater than 2.5k Reasoning: Considering an AOV of 250 this means that the User has completed 10 transactions on the system. This would also take into account Users who transact less frequently but have a higher AOV

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Hypothesis 3: The user has 2 successful deliveries without discounts in a month

Reasoning: Indian Users are notorious for their love of discounts. It may be possible that Users are on the platform only for discounts. If a User completes 2 orders in a month without any discount being offered/used then the User has understood the core value of the product

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Hypothesis 4: The user gives three 5-star ratings to orders on the Blinkit App Reasoning: The user going out of the way to give a 5-star rating to any order means that the User is getting value from the product

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Hypothesis 5: User tips a delivery partner Reasoning: Indian Consumers are very stingy with tips. Thus if any User is paying extra this means that they are in love with the product and are willing to pay extra for better service

Hygiene Metrics to Track

1. Daily Play Store views
2. Daily App downloads
3. DAU/ MAU
4. D1, D7, D30 transactions (to be compared with downloads)
5. Number of Items Added to the Cart Per User
6. Payment page drop-offs
7. Repeat order ratio/percentage
8. Average Order Value Per User
9. Time Taken for Delivery Per Order
   

Current App Store rating - 4.2

Competitors App Store Rating - 4.7

Target App Store Rating - 4.7

Cognitive Biases

Hicks Law - The Blinkit Home Page has too many irrelevant options which makes it overwhelming for the User to understand what is the right choice for them

Priming - Blinkit does not do this properly in a lot of places. Location access is asked without informing the User on why it is required. Notifications are asked to be turned On without explaining why it is required

Anchoring - At the Top of the Blinkit app they show delivery time. The User's expectations are then anchored to this number and any delay in achieving this will reduce the Ah-Ha moment experience for the User. A healthy buffer must be maintained while showing this number

Variable Reward People enjoy rewards, especially unexpected ones - This is applicable when Users do not know if they're going to get a reward or not

Labor Illusion People - While ordering Vegetables, Blinkit shows if they were sourced on the same day. This makes the User value the work that has gone into securing the goods

These are some of the important Cognitive Biases which are seen on the app but this list is not exhaustive

Fin.

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