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Empathize
Understanding the target audience
Zomato’s mission statement is
“better food for more people.”
While the mission statement may not explicitly mention delivery drivers, their role is integral to the company's ability to fulfill its mission by ensuring that meals are delivered promptly, accurately, and in good condition.
The company describes the company’s Zomato Delivery Partners as independent contractors, who are required to pick up food or grocery items ordered by customers from restaurants / outlets and deliver to customers.
Delivery Partners use their own vehicles (Bike/Cycle) to deliver orders to Zomato customers.
Discovery Research - Problems experienced.
During the research phase, I would conduct -
Primary Research
Dure to brevity of time, while creating this case study, I would consider this as the basis of User Research to understand a few first-hand challenges that we can address.
A few anecdotes from the research -
—— “Those who ordered were misbehaving with me, they abused me and refused to take the order. But I cannot do anything, as I have to follow Zomato’s instructions.”
Suman, a delivery worker with Zomato.
—— Delivery workers who spoke for this report said that “they do not know how they get orders, how their ratings drop and how the overall system works.”
—— “I was fined 532 rupees for the order in which I met with an accident. I called the team leader – a local Zomato employee of Malviya Nagar unit –– but he did not listen. Now, I cannot work until my suspension is revoked.”
Zahid, a delivery worker with Zomato
—— “Sometimes rating is not just dependent on the riders’ performance and services, but there are several other factors at play. During monsoon for example, delivery can be delayed, bags can be wet which is something not on them.”
“Despite doing our best, we do not know how our rating fluctuates so frequently.”
Secondary Research
Here, I would focus on insight regarding persona, Mob app, comments from play store and YouTube. Learn about users likes/dislikes, the challenges, what they expect in the app, their needs.
I conducted some desktop research to better understand how users feel about the Zomato app. These are some of the most common pain points I identified:
Building for Bharat
Almost 99% of the people who are building design for Bharat are residing in the urban areas. This is why, it is challenging to anticipate customer’s needs in rural or non-metro or less educated people.
One solution is:
For example, consider this scenario:
The success of platforms like Uber heavily relies on maps for their pickup and drop-off services in cities. However, during one research, it is discovered that in small towns and villages, drivers are not reliant on maps. Unlike their urban counterparts, most drivers in these areas are locals who possess an in-depth understanding of the town's routes and fuel stations.
Consequently, a feature critical to a cab aggregator in cities may not hold much weight in the context of local transportation in villages and small towns.
Thus, while designing for Bharat few things that I’ll keep in mind -
1. Localization over translation
To make our app user-friendly, we need it in people's local languages. But it's important not to just translate English words directly. Local experts should check and make sure it makes sense. People have adopted technology-related terms such as "login", "subscribe", "password", "Profile" etc. in their local language, so we don't need to translate those.
Design Implementation -
Therefore, when offering users the option to change the language, I will empathetically consider 'how much of the app should be adjusted.'
2. Optimize for low end phones
When creating apps, we need to think about people in less fancy phone areas. They often have less space on their phones and might delete apps that take up a lot of room. It's not just about how big the app is, but also how it looks on their simpler phones. Designers use powerful computers, but people use basic phones, so the design might not look the same.
I would consider using a low-end phone for a day or two focus on making things easy to see and touch for those with basic phones. This way, everyone has a better time using our app.
Design Implementation -
Therefore, in delivery driver’s app I will reduce the app's overall size and make it easily navigable on basic phones. Simplify graphics and prioritize clarity in text and icons.
3. Design for low-cellular network
In places with slow internet, it's important to focus on making efficient API calls when designing an app. This helps ensure a better and more reliable user experience for people in those areas.
In scenarios like this, we need to optimize for -
Now, even with a bad connection the app will be more reliable and less frustrating.
Design Implementation -
Therefore, the app should allow drivers to continue essential tasks even without a stable internet connection. This involves enabling the app to save order and delivery details locally on the device, syncing data with the server when possible, and implementing robust error handling to guide drivers in case of connectivity issues.
4. Cost Conscious
In India, people care a lot about the cost. A designer’s research show that users often choose an app because it's cheaper, even if it's not very easy to use. They're okay with a not-so-friendly interface if it saves them money, like subscription costs or in-app purchases. They're willing to adjust their habits, and if there's a cheaper option, they'll switch apps, making it tough to compete with just a good user experience.
Design Implementation -
I will prioritize transparency in displaying Driver’s earnings consistently. Showing their earnings clearly and transparently at all times could enhance user satisfaction and trust, aligning with the users' preference for cost-related considerations.
5. Familiarity
Getting used to how an app looks and works becomes like second nature over time. If someone has been using a particular app, even if it's not very easy to use, they're likely to stick with it. It takes time to get used to something new. Bharat users, especially, feel a connection to what they use, even in the digital world. However, if a new app is cheaper or has better features, they might be willing to switch, but figuring out what exactly would make them switch is the challenge.
Design Implementation -
I would keep the app interface consistent with elements that are familiar to the users. This includes layout, color schemes, and terminology. Make sure that essential features are easily accessible and use clear and straightforward language in notifications, prompts, and instructions.
6. Features over usability
Many users often say they had to learn a tricky app, but it was worth it for the great features. In India, even if an app doesn't look great, if it has useful features, it can still be very successful. For this group, features are more important than how easy the app is to use. This might go against typical design thinking.
Design Implementation -
I would Integrate contextual help features, such as tooltips, pop-ups, or in-app guides that appear when users interact with specific features. Additionally, implement a progressive disclosure approach, revealing advanced features gradually as users become more familiar with the app.
7. Cultural Appropriation
It's a big advantage if your designs match the user's culture. This means using colors and elements that are familiar to them, like using Indian elements in camera designs or basing games on what they enjoy. The language and visuals in the app should be something they easily understand from their surroundings. If your app reflects their lifestyle, it's more likely to be embraced. Cultural connection can be a significant factor in getting people to use your app.
Design Implementation -
I will actively seek feedback from Zomato's delivery drivers during the design process to understand their cultural preferences and challenges. Involving them in the design decisions ensures a more accurate representation of their needs.
8. Defining usability
Usability is still important, but for this group, it's understood differently. Making an app familiar means designers might need to adjust the interface, so users don't face a big learning curve, even if it means letting go of some usual design principles.
Design Implementation -
I will prioritize clear and straightforward visuals, using easily recognizable symbols and colors. Mandatorily, provide onboarding and training support within the app, guiding new users through essential functions.
9. Relatable yet aspirational
Bharat users want apps that feel familiar to their everyday life but also offer a touch of aspiration. Many come from lower economic backgrounds and dream of better lifestyles. Striking a balance between fitting into their current life and giving a sense of something premium is crucial for these users. It's about understanding what feels both relatable and like a step up for them, going beyond standard definitions.
Design Implementation -
I will incorporate features or incentives that resonate with their aspirations for a better lifestyle. This could involve introducing reward programs, recognition, or opportunities for personal and professional growth within the app.
Opportunities to improve
Based on my Discovery research, here are some of the key Insights -
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