Group Order Feature Teardown: Zomato vs Swiggy
Evaluating the Group Order feature on Zomato and Swiggy to enhance Zomato’s user experience and competitive edge.
Problem Statement
Zomato and Swiggy, India’s leading food delivery platforms, offer a "Group Order" feature that enables multiple users to contribute to a single order. As a Product Manager for the “Group Order” feature at Zomato, you need to compare and analyse the group order functionality of Zomato and Swiggy, identify strengths and weaknesses, and propose changes to improve Zomato’s feature.
Approach & Solution
Understanding the Group Order Feature: I first explored the purpose of the "Group Order" feature, delving into its functionality and the specific problems it aims to solve for users, such as simplifying the process of ordering for groups.
User Flow Analysis: I conducted a thorough analysis of the user flows for both Zomato and Swiggy's Group Order features. This involved identifying pain points and challenges users face while navigating through each platform’s ordering process.
Feature Comparison: I compared the key features of both platforms, evaluating their effectiveness and user experience. Through this analysis, I identified which platform excels in specific areas and noted the “winner” for each feature based on user benefits.
Proposed Enhancements for Zomato: Based on my findings, I developed a set of prioritised recommendations to enhance Zomato’s Group Order feature. These changes aim to improve usability and make Zomato stand out in a competitive market.
Implementation Strategies: Finally, I outlined strategies for implementing these proposed changes. This includes detailing the expected outcomes and how these enhancements would positively impact the user experience post-implementation.
Conclusion
Zomato excels with its intuitive design, allowing users to place orders quickly and efficiently. Features like a timer for group orders and clear cart details enhance the overall user experience, making it streamlined and user-friendly. However, there are areas for improvement, such as providing clearer information about available features and easier access to active group orders.
On the other hand, Swiggy offers a smooth payment process, which is a strong point. However, it requires more clicks to complete group orders and lacks session limits and straightforward access to active group orders, which can hinder the user experience.
Feel free to share your views in the comment section!
Disclaimer: This case study is a personal analysis created for educational and demonstration purposes only. The views expressed here are my own and do not represent those of Zomato, Swiggy, or any associated parties.