Industry project 1_main_ppt

Product Management
Certification Program
INDUSTRY PROJECT - I
1Curated By
Tuhina Porel, Ishita Rastogi, Mohammed Habeeb Khan, Mayank Masand

Submission Guidelines
● Submit the following parts of the project in this “Presentation’’ file
○ Part 1 - Understanding the market
○ Part 2 - User research
○ Part 5 - MVP Creation
○ Part 6 - Sketching
○ Part 7 - Wireframing & Prototyping
○ Part 8 - Creating an App
● Submit the following part of the project in the template document provided on the platform.
○ Part 3 - Business Model Canvas
○ Part 4 - Product Artifacts
■ User Persona
■ User Journey Map
Note: Finally you have to add this Presentation & other submission documents in a ZIP folder and
upload it in the submission section on the platform. More details in slides to follow
After completing all the parts of the project, you will have to submit your responses in the following
manner.

PART 1: UNDERSTANDING THE
MARKET

Target Market Identification
Total Indian Population = 1.3Bn
Assuming only 50% of Total population uses
smartphones, i.e., 0.5 * 1.3bn = 650 million
which can be considered as Total Available
Market (TAM)
Considering people living only in urban areas, then Rural:Urban =
70:30. Further, Tier1 & Tier 2 cities constitute 90% of the Urban
population. So, (0.3*0.9) of 650mn = 175mn people living in Tier1
& Tier 2 cities who use smartphones, which can be considered as
Serviceable Available Market (SAM) (Realistically approachable).
Further, assuming the percentage of population as per their Age :
Age Percentage
Below 16 25%
16 - 35 40%
35 - 60 30%
Above 60 5%
Considering only Age group 16-35 for our scenario, as people below 16
and above 35 ages would not contribute to much of revenue.
So, (50) * 175mn = 87mn
Income Class Percentage
Upper Class 10%
Upper Middle Class 30%
Lower Middle Class 40%
Lower Class 20%
Considering only Upper Class, Upper Middle Class and Lower Middle Class
for our scenario, So, (10+30+40) * 87mn = 70 mn approx.
Finally, 70mn people can be considered as Target Market for our Product.
Further, assuming the percentage of population based on the Income class :

Porter’s Five Forces Analysis | Indian Foodtech

According to a new research report, India’s online food delivery market is expected to be a $ 17.02 billion
opportunity (Rs 1,17,000 crore) by 2023, registering an annual growth rate of 16 per cent, reports The Hindu
Business Line (BL).
“The Indian online food ordering market is slated to grow at a CAGR (compound annual growth rate) of 16.2 per
cent at $ 17.02 billion by 2023,” said the report titled ‘Digital Platforms Reign in the Food Ordering Market.”
Business consultancy firm Market Research Future published it.
According to the report, Bengaluru received the highest number of online food delivery orders, accounting for 20
per cent of the total market share among the surveyed cities. The city was followed by Mumbai (18 per cent),
Pune (17 per cent), Delhi (15 per cent) and Hyderabad (12 per cent). Other cities accounted for the rest 18 per
cent of the market.
“Lunch is the most preferred meal to be ordered online and card payment is the most preferred mode of
payment,” the report added. Unsurprisingly, the report found that while 95 per cent of the respondents ordered
food online due to promotional offers and discounts, 84 per cent of them said its hassle-free and time-saving.
THE INDIAN FOOD-TECH MARKET SPACE

Determinant Determinant Strength
No. of Raw Material Suppliers High
Product Differentiation Low
Switching Cost Moderate
Distribution Channel Moderate
Forward Integration Low
Investment Cost High
Government Policies Moderate
Brand Loyalty High
Distribution Channel Moderate
Number of Buyers Moderate
Purchase Quantity High
Switching Cost Moderate
Product Dependency High
Backward Integration Moderate
Suppliers Power
Threat of New Entrants
Buyers Powers
Number of Players High
Innovation Moderate
Growth Rate High
Market Share Among Key
Players
Moderate
Degree of Rivalry
Product Differentiation High
Price War Moderate
Ease of Substitution High
Brand Loyalty Moderate
Threat from Substitutes

• Presence of various competitor apps in the
market means that it is easy for the buyers to
switch to other apps like Swiggy, Zomato,
Faasos, Inner Chef, Fresh Menu, Dominos
etc.
• With improving features, and upgrades such
as food ordering, people may switch to other
apps offering better features
• Since it is easy-to-use online platform,
constraints related to distribution is
eliminated. This removes a potential factor
for bargaining of buyers
• Increased cost of customer acquisition from
current food tech rivals indicate high
bargaining power of buyers as the rivalries
between biggest service providers intensifies.
• Plenty of players in the market ensure that
the suppliers (partnering restaurants) have
enough options available with them to switch
to
• Switching costs are fairly-moderate and gives
the participating restaurants and cloud
kitchens a decent advantage to negotiate
good deals with food delivery platforms in
terms of commission rates, floor occupancy
guarantees, customer visibility etc.
depending on the business they have on
offer.
• Forward Integration is not very easy, hardly
any food chain is capable enough of
acquiring these delivery services hence
reducing their overall bargaining capabilities
Bargaining Power of Buyers Bargaining Power of Suppliers

• Loads of existing players like Swiggy, Zomato,
Dominos, KFC, FreshMenu, Inner Chef etc.
• Entry of ‘A’ league players like Amazon to drive
further industry rivalries and competition in this
space
• Local in-house delivery solutions from partnering
restaurants also eat up a moderate chunk of the
online delivery business
• Cut throat competition in form of cash back offers,
coupons, and other bundled services from different
major players mentioned above in form of
subscription based services being offered for free or
very low costs to ensure brand loyalty using
partnering app ecosystems.
• Barriers to entry are very high as there are already
major players established in market.
• Rivals like Zomato, Swiggy, Faasos are very well
established and market leaders in their own ways.
• Other players such as Fresh menu, InnerChef,
Dominos, PizzaHut, KFC, Burger King and
McDonalds intersect remaining market share and
have acquired a decent market share
• Economies of scale will play a big role for entry of
any new player into this already crowded but quickly
growing space
• Brand loyalties will play a big role and act as a
barrier to entry
• With huge players like Amazon planning to enter the
market, competition is bound to be cutthroat and
difficult to sustain for any new player
Industry Rivalry Threat of New Entrants

• Threats from substitutes includes ones those
from alternate services like Dunzo, Google
Listings, Uber Eats etc.
• Local restaurants own delivery services
within the set radius of their restaurants
• Other service offerings from FreshMenu,
InnerChef, Faasos, McDonalds, Burger King,
KFC, Dominos, Pizza Hut acquire a decent
amount of market share in most cities they
operate in
Threat from Substitutes

OVERVIEW : COMPANY BACKGROUND
SWIGGY ZOMATO
Goals ● To revolutionize the restaurant-takeaway-delivery business
in India
● Reliability and consistency in service
● To change what you eat
○ Improving quality of food
○ Boosting accessibility for customers
○ Focusing on affordability
○ Driving the force of assortment
Mission ● Swiggy’s mission is to elevate the quality of life of urban
consumers by offering unparalleled convenience
● Shaping the future of food- better food for more people
● To make a difference to what people eat and not how
people eat
Strategy ● Growth largely be driven by expanding restaurant selection and
scaling up products, including loyalty programme Swiggy Super,
subscription business SwiggyDaily, single-serve meals product
Swiggy Pop, and student campus app Swiggy Launchpad.
● Swiggy to focus on customer repeats to drive growth
● Zomato’s strategy is focused on tapping food as a business
end-to-end. This includes building supply chain for restaurants
under Hyperpure, dine-out business including reservations
and Zomato Gold, as well as its flagship listings business &
food delivery

SWIGGY ZOMATO
Founded in year 2014 2008
Founders Sriharsha Majety, Nandan Reddy, Rahul Jaimini
● Sriharsha Majety is an alumnus of Indian Institute of Management, Calcutta
and he currently serves as the Chief Executive Officer (CEO) at Swiggy
● Nandan Reddy is an alumnus of Birla Institute of Technology and Science
and he heads operations at Swiggy. He had earlier worked at Galla, Zurna,
IDinsight, and Intellecap
● Rahul Jaimini is an alumnus of Indian Institute of Technology; Kharagpur
and he is the Chief Technical Officer at Swiggy. Prior to Swiggy, he had
worked at Myntra and NetApp
Deepinder Goyal & Pankaj Chaddah
● Both founders are IIT Delhi alumni
● Deepinder Goyal currently serves as the Chief Executive Officer (CEO) at
Zomato. Prior to launching Zomato, he used to work at Bain & Company as a
Senior Associate Consultant
● Pankaj Chaddah is the co-founder and prior to launching Zomato, he had
worked at Bain & Company as a Senior Analyst and Associate Consultant
Headquarters Bengaluru Gurugram
Funding ● Swiggy has raised a total of $1.6B in funding over 12 rounds. Their
latest funding ($43M) was raised on Apr 6, 2020 from a Series I round.
● The main investors are Tencent Holdings, ARK Impact, Mirae Asset
Capital, Samsung Ventures, Korea Investment Partners,Wellington
Management, Prosus Ventures, Naspers,
● Zomato has raised a total of $914.6M in funding over 17 rounds. Their
latest funding ($5M) was raised on Apr 6, 2020 from a Series J round
● The main investors are Baillie Gifford, Ant Financial, Delivery Hero,
Sequoia Capital, Temasek Holdings, Vy Capital, Info Edge
Employees 12000+ employees 10000+ employees

SWIGGY ZOMATO
Acquisitions Total 4 Acquisitions:
● Kint.io (Feb 2019): an Artificial Intelligence (AI) start-up that applies
deep learning and computer vision for object recognition in video
● Supr Daily (Sep 2018): an online subscription-based milk ordering
platform designed to digitize existing milk delivery system.
● Scootsy (Aug 2018): intra-city discovery and delivery platform that
offers quality delivery service and experiences to anticipating
consumer
● 48East (Dec 2017): online food delivery start up
Total 14 Acquisitions:
• Uber Eats (2020)
• Gastronauci (2014)
• MenuMania (2014)
• Lunchtime (2014)
• Obedovat (2014)
• Cibando (2014)
• Mekanist (2015)
• MapleGraph Solutions (2015)
• NexTable (2015)
• Urbanspoon (2015)
• Sparse Labs (2016)
• Runnr (2017)
• TongueStun Food (2018)
• TechEagle Innovations (2018)
Target Segment ● 18-35 demographic, have easy access to a smartphone, and looks
towards online platforms to fulfil their daily necessities
● Zomato targets the age 18-35.
● Zomato has found a larger target segment in the working
professionals who want to dine out and also want to get food
delivered at their doorstep
● Zomato has also entered the experiential events segment and had
launched the multi-city food and entertainment carnival called
Zealand.

SWIGGY ZOMATO
Presence 600+ cities in India Presence in 24 countries and 10000+ cities globally
Value Added Services ● Personalisations
● Cloud Kitchen
● Swiggy Genie (get anything delivered)
● efficient online payment system
● food delivery with no restriction order policy
● Design- an easy to navigate app
● One stop shop for diners- Table booking, self pick up, follow friends
● Provides ratings & reviews to evaluate restaurants
● Live Events
Business Model ● Hyper-local delivery service
● Operates own delivery fleet (~2L+ delivery personnel)
● No delivery charge above minimum order amount Almost 20%
commission on every order
● Implementing ‘Surge Pricing’ and ‘Cloud Kitchen’ models
● Derivative of its parent restaurant-finder service;
● Third party logistics for delivery
● 10-15% percent commission plus delivery fee charged to restaurant
● Phasing into model where restaurants manually confirm orders
before they are processed
Shifts in the business model ● enabled on-demand procurement and delivery of essentials to the
customers’ doorstep- Swiggy Genie goes directly after Dunzo with pick-up
and drop-off of items or parcels from anywhere within the city
● Moved into Grocery delivery- extension to hyperlocal delivery unlocking
enhanced convenience to customers
● Swiggy Daily, a home-style meal subscription service
● Launched grocery delivery
● Introducing Contactless dining- eliminates the need for menu
cards and bill books, often touched by guests, and are typically
unsanitized (post Covid-19)

REVENUE MODEL
SWIGGY ZOMATO
Revenue
Model
● Delivery charges
● Commissions
● Advertising
○ Banner Promotions
○ Priority listing of restaurants
● Swiggy Access (Cloud kitchen)
● Swiggy Super- membership program
● Affiliate Income- partnering with various financial
institutions
● Food Delivery
● Dining out
● Zomato Gold- membership program
● Food@work- offering digitised cafeteria
management services to companies. Zomato was
serving 70 companies with help of 300 partner
caterers as of April 2019
● Online Table Booking
● Zomaland- live event scheduling
● Sustainability- Hyperpure, Zomato’s initiative to
improve the quality of ingredients used by
restaurants
Revenue
Projections
● recorded a 2.7X jump in operating revenue to Rs
1,121 crore in FY19 from Rs 417 crore in FY18
● revenues increased by about 225% year-on-year to
$205 million (Rs 1,457 crore) in FY19
● The total value of food items sold (GMV) increased
to $821 million (Rs 5,834.84 crore) during the period
from about $254 million (Rs 1,805.17 crore) in
H1FY19, the firm claimed

REVENUE MODEL
SWIGGY ZOMATO
Number of
orders per
day
● Between 1.4 - 1.6 million ● Approx’ 1.25 million
Average
Order Value
(AOV)
● Ranged between Rs 243-Rs 300 between October-
December 2019
● Ranged between 252-Rs 278 between October-
December 2019

COMPETITION
Major Players:
Swiggy
Zomato
Faasos
Curefit
Fresh Menu
Dominos
Indirect Competitors:Direct Competitors:

DC1 vs DC2 | Comparative Analysis | Tech Platforms
Overall Review Volumes (15th May 2019 – 14th May 2020)
COVID19 Impact

DC1 vs DC2 | Comparative Analysis | Tech Platforms
App Store Reviews | Sentiment

SWIGGY | APP Performance | Google Play Store

SWIGGY | APP Performance | iOS App Store

ZOMATO | APP Performance | Google Play Store

ZOMATO | APP Performance | iOS App Store

PAIN POINTS
SWIGGY ZOMATO
▪ Glitches while exploring restaurants, screen goes blank
and a white screen with no message/notice appears
frequently
▪ The app is unpredictable and doesn't notify if the
restaurant is delivering at the location, sometimes at the
payments gateway they update about the availability.
▪ Complaints on GPS/location service for the app
▪ The restaurant layout in the app does not have the
location mentioned along with the restaurant name,
hence in cases of restaurants with multiple outlets or
similar name at different locations make it difficult for
users to recognize the outlet
▪ Bad customer service and erratic tracker for delivery is
cause for disappointment among many users
▪ Too many promotional emails

STRENGTHS & WEAKNESS
SWIGGY ZOMATO
Strengths:
▪ Swiggy has quick delivery, no minimum order
▪ Well-trained delivery executives and good customer care service
▪ Swiggy POP is an everyday offering of Rs 99 meals from different
restaurants with no delivery charges.
▪ Swiggy also allows cash on delivery on all their orders.
▪ Familiar interface- payment page is commendable, and all the options
are well placed on the page
Weakness:
▪ Interface of the Swiggy app is cluttered on the landing/home page and
filters for restaurant/ dish is not available
▪ The restaurant options shown are not personalized for the user in
Swiggy
▪ Reorder option is enabled for the previous orders even though the
restaurant is unserviceable to the user’s current location
Strengths:
▪ First mover advantage – Zomato is the first mover in many nations
where the restaurant search & discovery & online ordering for food
was unexplored territory. Many countries (like India) have loved the
usability of the Zomato app.
▪ Zomato’s focus on restaurant discovery gives the restaurant search
service edge over competition.
▪ Global presence – 25 countries – 1.5 million listed restaurants
▪ Self pickup and Food@work options are unique to Zomato
▪ Zomato gold offers gives discount to users for dine in a restaurant
▪ Videos of recipes, latest news of restaurants in the city is available
Weakness:
▪ Competition from search engines & other similar apps means limited
growth for Zomato
▪ For all orders on Zomato, there is a delivery charge unlike Swiggy POP
▪ Delivery is late and the tracker of delivery is often inaccurate

PRODUCT PERFORMANCE/USER EXPERIENCE
SWIGGY ZOMATO
• Swiggy Installs: 50,000,000+
• Rated at 4.2/5 in Google Play Store, 4.3/5 in
iOS Store
• Swiggy has a neat and familiar UI without any
unwanted cluster
• Faster delivery and quick customer service is
a delight for users
• Swiggy best utilizes color, dividers, and white
space to organize the information on the
homepage and help the user easily
differentiate among the restaurants.
• Zomato Installs: 100,000,000+
• Rated at 4.2/5 in Google Play Store, 4.6/5 in iOS Store
• Zomato is sought out for its ratings and reviews of
restaurants for dine in
• Zomato gold provides user good offers for both online
ordering and dine in restaurants
• UX/UI of the app is simple and easy to use

FUTURE INITIATIVES
SWIGGY & ZOMATO
• Both Swiggy stores and Zomato groceries can explore hyperlocal medicine delivery for OTC medicines or
prescription required medicines with their logistic expertise like Dunzo
• Creating a forum for the huge following of Zomato users - a community of the users, following Zomato where
they can directly interact with each other can be a huge benefit for the brand.
• Cashless transactions: Currently available only in Dubai (in 2016), diners at participating restaurants pay
through the Zomato app, eliminating the need to use cash/swipe cards. On every such transaction, Zomato
receives a percentage cut on the total amount.
• Both Swiggy and Zomato can launch their own wallet for payments like Amazon Pay.
• Just like Food@work of Zomato, Swiggy experimented with Swiggy café in 2018 to launch itself in corporate
cafeterias.
Thus both the companies can expand to B2B sector and become aggregator to office cafeterias for restaurants.
• Tie ups with local produce centers/ farms and sourcing raw ingredients from them and providing to
restaurants and users- can explore Farm to table concept too
• Delivery of Milk as it’s daily consumer demand item
• Venture into B2B by working with corporates to become their delivery partner or delivery food to their
employees
• Delivery of Alcohol in state of Odisha (both Zomato & Swiggy)

OBJECTIVES & HYPOTHESES
OBJECTIVE 1:
To understand user demographics for a food delivery/ordering service
Hypothesis:
1) Key customer base lies between the age group of 16-35 years
2) Key customer base resides in Tier-1, Tier-2 cities
3) Key customer base comes through working professionals
OBJECTIVE 2:
To understand user preferences/motivations while looking for a food delivery service / similar service
Hypothesis:
4) Customers expect the food delivery platforms to ensure quality of food and packaging that they deliver to it’s customers
5) Quality of food matters the most to any customer, followed by it’s packaging
6) Customers like to track their orders in real time and see live visuals if possible
7) Customers prefer to place their orders via a mobile app platform (iOS/Android majorly)
8) Customers prefer to explore variety of restaurants / cuisines
9) Customers prefer to avail discounts / cashbacks
10) Customers need these apps to save them time and effort in exploring restaurants and placing an order
11) Customers like these apps for their flexibility and ease of use
12) Customers prefer apps that offer quicker and cheaper delivery options
13) Average users order 2-5 times a week (working professionals)
14) Users prefer digital payment methods, their ease of use and cashbacks offered
15) Users prefer free delivery services from these category of apps
16) Customers prefer delivery services that provide superior packaging of food, like eco-friendly, spill proof, microwave safe, tamper proof

OBJECTIVES & HYPOTHESES
17) Customers would like to opt into subscription services, if it costs them cheaper
18) Customers prefer shorter (monthly – weekly) subscription tenures
19) Customers would like to have an effective way to place bulk orders for get togethers, also get special discounts when they do so
OBJECTIVE 3:
To understand the key pain points /challenges faced by a user while using any such pre-existing services / similar offerings available to them locally
Hypothesis:
20) User currently finds it hard to trust the quality of food supplied by partner restaurants
21) More than one call from delivery executive hassles the average customers
22) Users often face issues with quality of customer service
23) Users often face issues with delivery of food from partner restaurants
24) Users face issues while trying to request for customization of their dishes
25) Users often face issues while for refunds request
OBJECTIVE 4:
Gather user preferences around how we can make their current user journey maps better calibrated and optimized to their expectations
Hypothesis:
25) Users would like to engage in regular feedback surveys/user interviews to help us improve our service
26) Users would encourage us to create an idea generation platform that rewards winning product/service ideas submitted by users with substantial rewards

INTERVIEW QUESTIONNAIRE
DEMOGRAPHICS
1) What’s your name?
2) What is your current city of residence ?
3) Do you stay with your family/PG/With Friends ?
4) Your Occupation ?
ORDERING FOOD ONLINE
5) What is your preferred mode of ordering food from outside?
6) How often do you order food online ?
7) What are your thoughts on packaging of food delivered to you ?
8) Which feature do you most like about Swiggy & Zomato ? Why ?
MOTIVATION
9) What are your expectations from the food delivery app ?
10) What are your expectations from the food which is delivered ?
11) Do you trust the quality of food prepared at restaurant and delivered to you ? What can be improved ?
12) What would mostly influence your decision to buy food from the restaurants ? (such as food quality, specific cuisine etc)
13) Do you like to get real time updates/pics of food being packed for your delivery ?
14) Do you like to subscribe for Home cooked food to be delivered at your preferred place?(Daily/Bi-Weekly)
15) Would you be interested to provide feedback or ideas to improve services for these apps?
16) Did you ever order in bulk from any of the existing app? If yes, how was the experience?
17) What offers/discounts motivates you to buy food/groceries/medicines online ?

INTERVIEW QUESTIONNAIRE
TECHNOLOGY / BRANDS
18) What device(s) do you use?
19) How should we reach out to you with relevant propositions/information over the web?
20) Which search engine do you use the most? What’s your process for finding something online?
21) Top 3 apps you use for ordering food/groceries/medicines online ?
PAIN POINTS
22) What are the top 3 challenges you faced while ordering & post ordering food online ?
23) What were the issues faced by you in the past in the whole process of ordering till delivery ?
24) Can you think of any improvement in Payments & billing process of any current platform you use?
25) Did you find any issues related to UX/UI of the apps that are existing? If so, what are they?
26) Do you face any difficulty while customizing the order according to your taste?
PERSONALITY TRAITS AND CHARACTERISTICS
27) (for persona, we should use the Myers Briggs personality approach to persona development)
Extrovert / Introvert
Thinking / Feeling
Sensing / Intuition
Judging / Perceiving
28) How would your family and friends describe you?
29) How much do you approximately spend when ordering food for any special occasions/parties etc

INTERVIEW DATA
LINK TO INTERVIEW QUESTIONNAIRE & RESPONSES
Click here to access the Interview Responses and Related Analytics

INTERVIEW DATA ANALYSIS
S.NO INFERENCES FROM INTERVIEW DATA MAPPED TO HYPOTHESIS
1 Majority of the users have the following expectations from the food delivery app (in order) :
1. Fast Delivery
2. Ease of dishes/restaurant discovery
3. Cusines Variety
4. Offers/Discounts
5.Customer Service
6. Multiple Payment Options
Maps to Hypothesis 8 : Customers prefer to explore variety of restaurants / cuisines
2 Majority of the users have the following expectations from the food which is delivered (in order) :
1. Tasty and Quality food must be delivered
2. Good packaging to avoid spillage
3. Prepared in Hygeinic Kitchens
4. Healthy Food (Less oil)
5. Quantity should be sufficient
Maps to Hypothesis 4(Customers expect the food delivery platforms to ensure quality of food and packaging that
they deliver to it’s customers) ,
Maps to Hypothesis 5 (Quality of food matters the most to any customer, followed by it’s packaging)
3 Users are mostly influenced by the following to buy food online (in order)
1. Ratings & Reviews of restaurant/dishes
2. Ease of use
3. Offers/discounts
4. Taste & Quality of food
5. Previous Dine-in experience
Maps to Hypothesis 14 : Users prefer digital payment methods, their ease of use and cashbacks offered
4 Challenges faced by the users while ordering and Post-ordering (Top issues first)
1. Order getting cancelled due to unavailability of food/dishes
2. Delivery charges is an issue
3. Address not getting picked up correctly
4. Delivery guys should be trained with the routes and not call multiple times
to the user asking for directions
5. Late deliveries
6. Poor customer service
Maps to Hypothesis 21 : More than one call from delivery executive hassles the average customers
Maps to Hyphothesis 22 : Users often face issues with quality of customer service
5 Issues experienced in past orders
1. Packaging from restaurant
2. Cancellation of order after waiting for the order
3. Offers/discounts are not applicable is shown at payment page instead at the
listings page itself
New Learnings
6 No. of users who are interested to receive real time visual/Pics on the food being packed for delivery
Yes-6
No-4
Maybe - 2
Maps to Hypothesis 6 : Customers like to track their orders in real time and see live visuals if possible
7 Users do not have issues with UI/UX of current delivery apps and find it easy to book an order
8
Users complain that the restaurants do not look into the additional comments from them regarding the
customization of their order (less spicy,less oil etc)
Maps to Hypotheisis 24 : Users face issues while trying to request for customization of their dishes
9
Users only trust the restaurants which they visited earlier and do not trust the quality of food of any restaurant
which they haven’t tried and tasted
Maps to Hyphothesis 20 : User currently finds it hard to trust the quality of food supplied by partner restaurants
10 Users are satisfied from the payment process currently used in delivery apps New Learning
11 Packaging of the order is a pain for almost all the users, every user faced issues with spillage of food
Mapped to Hypothesis 16 : Customers prefer delivery services that provide superior packaging of food, like eco-
friendly, spill proof, microwave safe, tamper proof
12 Features of online food delivery apps with which Users are happy
1. Fast Delivery-saves time and effort
2. Ease of use (UI)
3. Lots of listings - Top rated/popular restaurants
4. Payment options
5. Live Order tracking
Maps to Hypothesis 10 :Customers need these apps to save them time and effort in exploring restaurants and
placing an order
Maps to Hypothesis 11 : Customers like these apps for their flexibility and ease of use

INTERVIEW DATA ANALYSIS
S.NO INFERENCES FROM INTERVIEW DATA MAPPED TO HYPOTHESIS
13 Most of the users prefer ordering online through Mobile apps Mapped to Hypothesis 7 : Customers prefer to place their orders via a mobile app platform
(iOS/Android majorly)
14 Apps mostly preferred by users for ordering anything online
Swiggy
Zomato
Dunzo
BigBasket/Grofers
1mg/Pharmeasy
15 Offers which motivate users to buy food online
1. Free Delivery Charges
2. Flat Discounts
3. Wallet Cashbacks
4. Free Dish
5. Loyalty Wallets
Maps to Hypothesis 14 : Users prefer digital payment methods, their ease of use and
cashbacks offered
Maps to Hypothesis 15 : Users prefer free delivery services from these category of apps
16 Major Packaging concerns of customers using current online delivery apps
1. Spillproof
2. Microwave safe
3. Tamper Proof
4. Eco-friendly
Maps to Hypothesis 16 : Customers prefer delivery services that provide superior packaging
of food, like eco-friendly, spill proof, microwave safe, tamper proof
17 Users are interested to use subscription services only if
1. Food should be cheaper
2. Food should be tasty
Maps to Hyphothesis 17 : Customers would like to opt into subscription services, if it costs
them cheaper
18
Most Users are not willing to provide regular feedback on the improvements, but some have
shown interest if any rewards/ are provided for the same
Contradicts to Hypothesis 25 : Users would like to engage in regular feedback surveys/user
interviews to help us improve our service
Maps to Hypothesis 26 : Users would encourage us to create an idea generation platform
that rewards winning product/service ideas submitted by users with substantial rewards

SURVEY DATA VISUALIZATIONS & MAPPING
LINK TO SURVEY QUESTIONS & RESPONSES
→ Click here to access the Survey Form
→ Click here to access the Survey Responses
→ Click here to access the Survey Data Analytics

~Satisfies Hypotheses #1

~Satisfies Hypotheses #13 ~Satisfies Hypotheses #7
~Satisfies Hypotheses #5, 8, 9, 10, 11,12

~Satisfies Hypotheses #9, 14 ~Satisfies Hypotheses #14
~Satisfies Hypotheses #20, 5

~Satisfies Hypotheses #17-18
~Satisfies Hypotheses #17-18

~Satisfies Hypotheses #19 ~Satisfies Hypotheses #20,21,22,23
~Satisfies Hypotheses # 20,21,22,23,24,25 ~Satisfies Hypotheses #7

~Satisfies Hypotheses #25 ~Satisfies Hypotheses #26
~Generic Question for Research

PART 5: MINIMUM VIABLE
PRODUCT CREATION

FEATURES/FUNCTIONALITIES
Login/ SignUp ● Single click Sign In (OTP based) for MVP
● Multiple sign-in options like Fb, Twitter, Google, Truecaller
Get Current Location ● GPS enabled services to detect user’s current location
Search for restaurants/dishes ● Basic Filters, SortBy, options for MVP
● Advanced search options like delivery time, offers etc
Show all Listings ● Most Popular/Highly Rated first, Repeat Last Order, Pop-ups for Description
● Present user with recommendations based on his food preferences
Add To Cart ● Add Multiple items to cart
● Provide user option to customize a dish- easy way to provide instructions to the restaurant
Offers ● Discounts/Cashback/Coupons/Rewards/Loyalty options
Payment ● Easy & multiple options such as Cards, Netbanking, COD, Wallets, UPI
● Add company wallets/ cards, gift cards
Order Tracking ● Real time Order status updates
● Live tracking of the delivery guy with option to contact delivery guy

Delivery Staff Assign delivery person automatically (Make Contact Details available to customer), multiple orders picked up by a single
delivery guy who is nearby.
Customer Service Professional Customer Support for hassle free resolving of issues.
Chatbot for easier/ faster issue resolution and help
Partner up with Restaurants Partnering with restaurants in order to improve packaging, hygiene and quality of the food being prepared. Also gives an
opportunity for the business to get more revenue.
Push Notifications Advanced features like Witty-Tagline Reminders/’Only for you’ Offers/Festival(Season delicacies) for better user
engagement
Subscribe & Save Subscription option for customers based on their requirements with good discounts eg.- “FoodieGo Pass” for free
deliveries etc
Social Media integrations Share pics/reviews with their friends.
Reviews & Ratings To add reviews of food/restaurant
To provide users to add pics of the food / restaurant and feedback
Repeat Order Option to easily place an old order again
Group Order User should be able to place a group order with ease
Placing order for a later date and time Giving users flexibility to select the time when they want the food to be delivered

Personalization/Suggestions Providing personalized listings using ML/AI algorithms using the previous data.
Gamification Offering discounts/cashbacks/free dishes based on completion of a task such adding a review, sharing with a
friend.
Google/Siri Voice integration For making ordering experience easier like “Siri ! Repeat my last order”.
App Widgets Easy selection for dishes/to Know best offers.
Booking for Dine-In Making Table Reservations hassle free with a click of a button.
Groceries Module Ordering daily groceries/fruits & vegetables from nearby Supermarkets/Kirana stores.
Health Products & Medicines
Module
Ordering medicines etc from nearby pharmacies for faster same day delivery
Delivery Anything module Create any Order, Pick up & drop anything.

MUST HAVE FEATURES
Feature Reason behind choosing this as a ‘Must Have Feature’
Single click SignIn/SignUp (OTP
Based)
Signing using OTP via Phone number is easiest option for a user and signing into the app is must have feature as it is required
for getting the orders delivered to the customers.
GPS enabled location Must have feature for getting the restaurants available nearby and for delivering the order.
Search for Restaurants/Dishes Basic filters, Sortby options is a must have feature so as to find the desired dish/restaurant.
Listings Page Most Popular/High-Rated dishes/restaurants shown first and shown in categories of their cuisine types as it would help
customers choose easily.
Add to Cart Must have feature for choosing multiple items from the restaurant.
Offers New User SignIn offers/cashbacks will be Must Have feature to gain customer base (Ex: Free rides Ola/Uber).
Payment Basic & easy options such as Credit/Debit cards, Netbanking, COD and UPI payments.
Order Tracking Real-time order tracking status is a required feature for customers to track the order and know remaining delivery time
Delivery Staff Professional Delivery executives to be hired and assigned the deliveries automatically by their availability at the location.
Customer Support page Grievances, issues, help related to orders/executives/food are to be raised and tracked in this section which is a must have
feature.

NICE TO HAVE FEATURES
• Login/ SignUp – Advanced and Multiple sign-in options including integrations with social media platforms.
• Search for restaurants/dishes – Advanced options in Filters like based on Ratings, CusineType etc.
• Show all Listings – Show dishes/restaurants based on previous orders, based on brands and based on most recent reviewed by any customers.
• Add To Cart – Advanced features like Customizing dishes, adding dishes from multiple restaurants.
• Offers – Separate offers section for providing Discounts/Cashback/Coupons/Rewards/Loyalty options on restaurants & on payment modes.
• Payment – Including other UPI payments and self Wallet.
• Delivery Staff – Design system to automatically assign orders to a delivery guy who is near to the restaurants & delivery addresses.
• Partnered Restaurants – Partnering with restaurants in order to improve packaging, hygiene and quality of the food being prepared. Also gives
an opportunity for the business to get more revenue.
• Chatbot – For most FAQs and providing quicker resolutions.
• Push Notifications – Advanced features like Witty-Tagline Reminders/’Only for you’ Offers/Festival(Season delicacies).
• Subscribe & Save – Subscription option for customers based on their requirements with good discounts.
• Social Media integrations– Share pics/reviews with their friends.
• Reviews & Ratings – To add reviews of food/restaurant.
• Booking for Dine-In – Making Table Reservations hassle free with a click of a button.
• Personalization/Suggestions – Providing personalized listings using ML/AI algorithms using the previous data.
• Gamification – Offering discounts/cashbacks/free dishes based on completion of a task such adding a review, sharing with a friend.
• Google/Siri Voice integration – For making ordering experience easier like “Siri ! Repeat my last order”.
• App Widgets – Easy selection for dishes/to Know best offers.
• Groceries Module – Ordering daily groceries/fruits & vegetables from nearby Supermarkets/Kirana stores.
• Health Products & Medicines Module - Ordering daily groceries/fruits & vegetables from nearby Pharmacy stores.
• Delivery Anything module – Create any Order, Pick up & drop anything.

FEATURES
Page Name It’s Features
Sign Up/ Login User is provided with Sign up/ Login option via Phone number and OTP
Delivery Location User can give permission to the app to detect current location
Restaurant Listings/ Home Page The main page of the application shows lists of all the nearby restaurants servicing
Sort/ Filter User can filter via cuisine, rating, price and sort by relevance etc
Restaurant Menu User can browse through the menu and add dishes to the cart. User can also search for a
particular item
Add to Cart User can add dishes to the cart and update the quantity
Cart Details This page shows the item details. User has the option to look for coupon codes and apply
relevant coupons. The details of the bill can be seen on this page
Offers Users can view the available coupons and apply them to his cart
Payments User is presented with payment options like credit / debit cards, UPI, wallets, netbanking and
COD. The details of the card / wallets are stored and available for future use.
Profile User can update his profile including basic information. User can update payment details and
saved addresses.
Help User can reach out to the support team via call and / or chat for any issues related to the order,
delivery etc
Orders User can view all the pass orders and can track the status of current order from this page

SIGN UP / LOGIN
● User is provided with Sign up/ Login
option via Phone number and OTP
● User is also given the option to skip
the sign up flow and explore the
features
● Privacy Policy disclaimer is provided

SIGN UP / LOGIN - OTP
● Upon entering phone number, a 4
digit code is sent to the phone
number via SMS
● User enters the code and successfully
logs in
● User can tap on resend OTP incase
code is not sent or it expired

DELIVERY LOCATION
● Once user logs in for the first time,
user is prompted to set his delivery
location
● User can give permission to the app
to auto detect his current location

RESTAURANT LISTING PAGE/ HOME PAGE
● User is presented with the listing of
all the restaurants delivering to the
current location or selected location
● User has option to sort/ filter by
cuisine type and refine via ratings
and/ or cost
● The listing card for each restaurant
includes the estimated delivery time
and rating
● User can also tap on “Offers” to view
the available promo codes
● The navigation bar also has orders,
bag and account/ profile option for
user

SORT/ FILTERS PAGE
● User has option to sort/ filter by
cuisine type and refine via ratings
and/ or cost
● User can search for a particular
cuisine or select from the list
● User can tap on “Reset” to restore
back to original settings

SORT/ FILTERS PAGE
● User can tap on refine to sort via:
○ relevance, delivery time
○ Rating
○ Price

RESTAURANT-MENU PAGE
● User is presented with the menu of
the selected restaurant
● User can tap on “Add” to add the
dish to his cart and checkout
● User can tap on “Menu” option to
access the full menu
● User can also search a particular dish

ADD TO CART PAGE
● User can add dishes and tap on view
cart to go to checkout page
● Alternately, user can tap on “Bag”
from navigation bar on home screen
to view his cart

ORDER DETAILS PAGE
● User can view the details of the
order/ view cart to:
○ review the dishes added
○ make changes if needed
○ add more items
○ Apply coupon codes
○ Make Payment
● This page also shows the total cost
break up which includes delivery &
service charges
● User can also change the selected
delivery address if needed

OFFERS PAGE
● User can tap on “Apply coupon” from
cart or tap on offers on the home
page to view the list of available
coupons
● Tapping on “Apply” will automatically
apply the coupon and calculate the
promo discount amount and reduce
it from the total bill

PAYMENTS PAGE
● User can select from the following
payment options:
○ Credit/ Debit Cards
○ UPI
○ Wallets
○ Net Banking
○ COD
● User can link the account or add the
card details
● Once set up, the payment details will
get stored and user can efficiently
use the preferred mode in
subsequent transactions

PROFILE PAGE
● User can update the profile
information by tapping on “Account”
in the navigation bar
● User can also access Payments,
Saved addresses and help & support
section

HELP PAGE
● User can reach out to the customer
support team for issues related to
orders, payments etc via:
○ Chat
○ Call

ORDERS PAGE
● Users can tap on “Orders” in
navigation bar on home screen to
review their past orders or status of
recently placed order.
● User can track the orders also- user is
shown live status of the order-
whether it is in being prepared, in
transit, delivered or cancelled

PART 7: WIREFRAMING &
PROTOTYPING

DELIVERY LOCATION- PERMISSION
● Once user logs in for the first time,
user is prompted to set his delivery
location
● User can give permission to the app
to auto detect his current location

DELIVERY LOCATION- SET
● Once user gives permission, user is
prompted to set his delivery location

OFFERS PAGE
● From the listing page, on tapping
offers, users are presented with list
of available offers

SORT/ FILTERS PAGE
User can tap on refine to sort via:
● Relevance, delivery time
● Rating
● Price

APPLY COUPON
● On tapping “Apply the coupons” user
can view the coupons available after
adding the items to the cart .

APPLY COUPON
● User can tap on “Apply coupon” from
cart or tap on offers on the home
page to view the list of available
coupons
● Tapping on “Apply” will automatically
apply the coupon and calculate the
promo discount amount and reduce
it from the total bill

SELECT PAYMENT METHOD PAGE
● User can select from the following
payment options:
○ Credit/ Debit Cards
○ UPI
○ Wallets
○ Net Banking
○ COD
● User can link the account or add the
card details
● Once set up, the payment details will
get stored and user can efficiently
use the preferred mode in
subsequent transactions

PROFILE PAGE
● User can update the profile
information by tapping on “Account”
in the navigation bar
● User can also access Payments,
Saved addresses and help & support
section
● Also, user can logout from the app

PAYMENTS PAGE
● User can also access payments page
from the profile page to add/remove
card, wallet, netbanking, UPI details
for the account

ORDER CONFIRMATION PAGE
• This page provides an order
confirmation to the user and then the
user is taken back to the home view
of the app to explore further or track
his/her order.
OK
FG

PAST ORDERS PAGE
● Users can tap on “Orders” in
navigation bar on home screen to
review their past orders or status of
recently placed order.
● User can track the orders also- user is
shown live status of the order-
whether it is in being prepared, in
transit, delivered or cancelled

MARVEL PROTOTYPE LINK
https://marvelapp.com/eagicj7/screen/69574462
USE THE BELOW LINK TO ACCESS THE FINAL WIREFRAME
PROTOTYPE CREATED USING MARVEL APP

APPYPIE PROTOTYPE SCREENSHOT
https://foodiego-17681337089e.pwastore.com/Click here to access the FoodieGo Prototype app:

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