Swiggy - Onboarding

What is Swiggy?

Swiggy is India's largest online food ordering and delivery platform that connects customers with restaurants and provides delivery services.

What is Swiggy's Core Value Prop?

Swiggy's value proposition is to provide a fast, convenient, and reliable food delivery service to its customers. The platform allows customers to search for nearby restaurants, view menus, place orders, and track deliveries in real-time.

It's a super app with the following services -

• Food delivery - Order food online from nearby restaurants and get it delivered in minutes
• Instamart - Order groceries and other household essentials
• Dineout - Offers a variety of dining options and allows you to avail discounts.
• Genie - A service to pick up and drop anything, instantly

Ideal Customer Profile (ICP)

ICP 1: Meet Prashanth

• Prashanth is a 32 year old living in Bangalore with his wife. He is employed as AVP Data and is also working on starting his own venture. He earns 55-65 LPA.
• He mostly uses apps like Uber/Ola, Swiggy, WhatsApp, GPay
• He spends time on learning new technology and watching movies
• He values time over money. High values convenience
• He mostly spends money on food, rent and entertainment
• He takes care of all the household needs of his family and follows a monthly budget for the same.

Problem Statement for Prashanth

• Prashanth is looking for convenient options for ordering in food since he does not get the time to go out and dine on most days due to his busy work schedule. He loves exploring new cuisines, hence trying out different food joints gives him pleasure. Ordering food from multiple joints at the same time would be an ideal case for him
• With Swiggy, Prashanth is able to conveniently order food from home and get it delivered in minutes without affecting his fast paced work schedule. The foodie in him is also happy with the ability to order food from multiple joints at the same time without having to step out.

JTBD for Prashanth

• Functional goal: Conveniently order food from home
• Financial goal: Get discounts and offers on orders to keep his budget under control
• Personal goal: To try different food joints in and around his area, satisfying the foodie in him

ICP 2: Meet Rithika

• Rithika is 23 years old living in Bangalore with her parents. She is working as an HR and earns 1-5 LPA
• She mostly uses apps like Instagram, YouTube, WhatsApp and Swiggy
• She spends most of her time at work, gym, helping her parents and watching Netflix
• She values money over time
• She mostly spends money on food and clothes. She currently spends her father's money and does not have any sort of financial responsibilities
• Her family frequently eats out because her parents are busy. She takes on the responsibility of deciding the place to dine and ordering food for the family since the others are not technologically savvy.

Problem statement for Rithika

• Rithika's family doesn't plan meals for the day and decides their meal plan at the last minute. As a result, she looks for convenient options to order food or quickly decide on restaurants to dine in at the last minute.
• With the help of Swiggy, Rithika is now able to order food for her family at the last minute and get it delivered quickly. She can also quickly skim through different food options near her place, take a look at their menus, and easily decide on dining options for her family.

JTBD for Rithika

• Functional goal: Quickly access the list of restaurants near her and go through the menu for dining out or ordering food last minute.
• Personal goal: Wants to help her family by ordering food for them since they are not technologically savvy.
• Social goal: To easily convince her family in the never-ending debate of where to eat and to conveniently order food for them, regardless of her location, making her the savior of the house.

ICP Overview

Onboarding Teardown

Activation Metrics

Hypothesis 1

4 successful orders in the first month

Reason

A rough frequency of once a week means that the user is coming back to the product for the job they hired it for (ordering from their favourite restaurants from the comfort of their home)

Hypothesis 2

Topping up SwiggyMoney wallet

Reason

This means that the user is committing to use the product for a longer time by investing their money in the app

Hypothesis 3

Linking card/UPI

Reason

This means the user is looking to simplify the process of payment for their upcoming purchases (commitment)

Hypothesis 4

Purchase of Swiggy One subscription

Reason

This indicates that the user is willing to pay for the service and is looking at sticking to the product for long term

Hypothesis 5

Like / shortlisting restaurants inside the app in the first month

Reason

This indicates that the user wants to revisit these restaurants for future orders triggered by an AHA moment. This shows commitment to the app for future food ordering needs

Hypothesis 6

Leaving good ratings for 3+ consecutive orders in the first two months

Reason

This indicates that the user is liking the product / service and making an additional effort to rate his/her experience. This indicates that the user will come back due to the delightful experience

Hypothesis 7

Applied coupons in the first 5 orders

Reason

When a user applies coupons and avails discounts, he/she experiences an aha moment. When they apply it 3+ times this shows that they are liking the deals and look forward to applying coupons on each order. This might be the reason for them to come back to the product, subconsciously committing to the product

The minimum bill condition for these offers is higher than AOV of a single user. Usage of discount shows financial commitment from the user, since they’re willing to transact for a higher amount

Hypothesis 8

Tipping at least 2 times or more in a month

Reason

Shows monetary commitment & willingness to pay extra for good services

Hypothesis 9

Ordering 2+ times for others in the first 3 months (friends & family)

Reason

This shows that they are willing to put their reputation at stake while ordering food for their family & friends. This indicates that the user loves the product and is comfortable flaunting it

Hypothesis 10

Refers the product within the first 2 months of using it

Reason

This indicates that the user is willing to put their reputation at stake and is confident that the product will be of help to the referee. This shows that they love the product and will commit to it

Hypothesis 11

Leaving a 4 star+ ratings on the app store

Reason

A user who is making an additional effort to rate the product & service and vouching for it (with their own reputation), should be satisfied with the product.

Metrics to Track

• D1, D7, D14, D30- Play store/ App store (app views)
• D1, D7, D14, D30- App downloads (to understand the drop offs)
• WAU/ MAU
• D1, D7, D30 transactions (to be compared with downloads)
• Payment page drop offs
• Successful order percentage
• Repeat order ratio/percentage
• App ratings / reviews
• NPS
• SwiggyOne subscription rate
• Number of users on free plan
• Average wallet top-up amount
• Average TAT to complete onboarding (including placing the order)