 "The UX of 3 of India’s hottest food delivery start-ups")
It’s been a big year for food delivery start-ups in India. Thirty-one start-ups have raised $161.5 million in investment capital in what has been called a $6 billion market.
But the space is fiercely competitive, so who will survive?
Here’s how I look at it as a UX designer:
Who is the user? Young working professionals in urban hubs Mumbai, Bengaluru, Pune, Hyderabad.
What is the user’s experience of the problem? I spent two weeks working with Bengaluru’s young start-up founders as Asia regional manager of Seedstars World, so I got to both directly experience and gather some anecdotal insight.
I put three food delivery apps?—?TinyOwl, Swiggy, and Zomato Order?—?through a usability test based on three user scenarios.
Scenario #1: First-time user downloads app to make a lunch order
For a first-time user, the goal is to deliver an experience that gets the user to achieve his or her goal efficiently and smoothly.
Here I looked for a clean, easy-to-use homepage that facilitates glanceability and scanability. Remember your user’s goal: She wants to eat ASAP.
Here I looked for a clean, easy-to-use homepage that facilitates glanceability and scanability. Remember your user’s goal: She wants to eat ASAP.
When designing for mobile, it’s important to design for the skimmer. The user isn’t going to comprehend eight data points in the one or two glances she invests in the homepage. The design goal here is to select the most relevant information to display on the homepage.
For a first-time user, the edge goes to Swiggy for its use of colour and space hierarchy to enhance scanability, compelling visual imagery and using feature decisions that align with business strategy.
