Dunzo: Shopping Lists to save time?
During a product management internship round at Dunzo, we were asked to imagine an app that allows users to create shopping lists, and shop them on the go. As much as I sucked during that round, I took it upon myself to create it from scratch in the form of a case study.
About Dunzo
Dunzo started out as a small WhatsApp group, and transformed into a hyperlocal, app-based service. It allows its users to send packages anywhere across the city. Used to pick up & drop off laundry, get forgotten keys, send lunch boxes from home to office, send or collect items for repair or deliver documents or parcels to clients.
Problem Statement
How can users save time on repetitive tasks of finding items and remembering items to order while ordering from Dunzo?
Defining the problem
I will frame the problem statement by listing the 5 W 1H:
What is the feature?: Shopping Lists
Who is it for?: Users with repetitive order patterns
Why does it need to be created?: To allow creation of shopping lists in Dunzo
What does it need to do?: Save the time of users
Where/When will it be used?: At any time of the day
How could we measure it?: Reduction in order placing time
Existing solutions
Currently, Dunzo has a similar provision called 'Dunzo Assistant'. Let us analyse Dunzo Assistant before we move forward:
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Allows user to choose multiple categories.
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User can make a list of maximum 10 items along with the quantity.
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Users can enter the pickup address or the shop they want to order from.
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The drop location can be entered.
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Dunzo gives the option of No Contact Delivery too.
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Once the user has made a list and entered the details they can place the order.
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Key Takeaways
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No option to create multiple lists.
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Mostly tackles one time order.
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Multiple items from different categories can be added that may arise a problem.
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No details about how a particular store that might not sell item X will fulfil the order of that particular item. For example, an order placed at the grocery store might not be selling stationery material.
User Research
It is important to know the users your solution is targeted towards. On talking to different people who have used Dunzo or other hyperlocal delivery apps, I came to know about the common problems of delivering through these apps and how it can be improved for repeat customers. I have bucketed the user personas into two types defined below.
User Personas
User Personas
User Persona #1 - Kaavya​
An agency executive based in Bengaluru and is usually busy from 9 to 5. She has a cook who comes to cook at home because she does not get time to cook herself.
Bio:
Goals:
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She wants a premeditated approach to grocery shopping to save time.
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She wants her items to be delivered to her doorstep as quickly as possible.
Pain Points:
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She has to work long hours.
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She does not get time to shop physically from the local market.
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She does not like spending much time choosing what to buy and usually has a set list of things.
User Persona #2 - Shilpa​
A housewife residing in Delhi. Has a family of 4 members. Usually buys groceries from local market but during pandemic has switched to hyperlocal grocery solutions.
Bio:
Goals:
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She also wants a premeditated approach to grocery shopping to save time.
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She wants her items to be delivered to her doorstep as quickly as possible.
Pain Points:
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She has to take care of the household.
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She does not prefer to shop physically from the local market due to safety concerns.
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She buys groceries for the family on a weekly basis and usually has a tough time maintaining a list.
Solution
Allowing users to create Shopping Lists of different types and allow them to shop directly in one go in order to save time.
Features ideation
The shopping list solution will house the following solutions for the user:​
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Ability to make shopping lists of different categories.
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Ability to edit or delete lists.
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Ability to select a shop to order from.
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Placing order (no prepaid payments)
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Getting a prompt when a certain product is unavailable.
User Flow
Following is the proposed user flow for the solution proposed.
Login with
mobile no.
Enter
Location
Go to
Shopping Lists
Create a
List
Check
existing list
Delete a
list
Edit items
in a list
Delete
items in list
Add items
Select Items
Select Store
View Cart/Order
Place Order
Lo-fi Wireframing
I began by drawing on paper. Let's look at how my first wireframe (the one I submitted during design round at Dunzo) looked like (a total mess):
Problems Identified ( that weren't in-sync with Dunzo's UI):
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Adding an 'Add Button' at the bottom of the list.
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Swiping to delete the list.
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No search bar.
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Adding 'numbering of items' on the list page.
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Adding price and checkout option on items page.
Tackled the problems of my first sketch. ​
P.S.: The product carousel was bettered in my medium
fidelity wireframes.
Medium-fi Wireframing
The Medium Fidelity Wireframes can be viewed down. It is the customer flow for selecting/editing a shopping list, adding an item to the cart and selecting a shop:
UI Screens
Shopping Lists Page
Items Page
Shop Selection Page
Prototype
The working prototype for the same can be viewed here: https://www.figma.com/file/mwsLKYRXKf56lwWkIvwWQc/Dunzo-UX-Case-Study-Progress-File?node-id=0%3A1
Challenges
Even though the proposed solution can help in saving time of customers, but the problem that may arise will be:
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'What if some the products are not available at a selected shop?'
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Learnings
This project really kickstarted my product design journey. From multiple iterations to redoing the prototype, it really laid a firm foundation in my quest to understanding user problems and coming up with solutions.
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Going forward, I'd like to add the 'Creating a new list' and 'Adding items to a list feature in the prototype.
Fin.