Overview
Dunzo is a lifestyle application that allows you to shop from local stores and get it delivered at your front door in just 45 minutes. From grocery, food, medicines, and packages, this shopping and delivery application covers all services.
Amid the pandemic, the company planned a major rebrand of the platform to introduce, Dunzo Daily, a item-first approach to shopping.
Goal
Evaluate the comprehension of the new home screen and evaluate the impact to switching to Dunzo Daily, an item-first approach on the platform, if any.
Outcome
Uncovered key friction in Dunzo Daily implementation and drove UI design changes that lead to improved comprehension and retention of existing Dunzo customers.
My Role
- Managed ReOps: Built and maintained a participant recruitment repository, collaborating with data analysts and customer support to identify and contact potential participants.
- Supported Prototyping: Collaborated on creating study prototypes with designers.
- Facilitated Research: Conducted 7 in-depth participant interviews, and served as a notetaker for 8 sessions.
- Data Analysis & Coding: Assisted the senior user researcher in synthesizing insights and contributing to analysis and reporting.
Research
The research request came from the product and design team responsible for the feature who wanted to understand how the shift from a store-first to an item-first shopping experience affects our users’ mental models, and to gather actionable feedback on the usability and design of the current UI screens.
Goals
- Evaluate the comprehension of the new home screen and evaluate the impact to switching to a item-first approach on the platform, if any.
- Understand the mental model of users while looking for consumable items on Dunzo.
- Evaluate the impact of item first approach on discoverability of other categories like Pnd, Merchant stores, Food/Restaurants and Any store.
Methodology
Since we introduced a new homepage flow that directly shapes users’ mental model of shopping on the platform, I opted for iterative usability testing rather than a one-time beta test. This allowed me to continuously identify and address any pain points.
Secondary Research
The platform supports a range of services, so I partnered closely with data analysts and customer support to understand how frequently each service was being used and what issues users were reporting with the existing home screen.
Early insights from existing customer data helped me define the recruitment personas, build and maintain the participant repository for the iterative studies, and triangulate our research insights.
Insights & Design Implications
Insight: How it’s Getting Dunn Matters
New users showed little awareness or concern about where items were being sourced from as long as what they received met their quality expectations.
However, some existing users still had questions about where the items were coming from and the quality of the items delivered. To these users, Dunzo is a delivery service, rather than a trusted storefront.
“It is important to know where it is coming from. It’s always important to know where I am ordering from because I like to go from known stores where the things will be genuine and correct. I think you are picking the nearby stores, I need good quality products.”
- Existing User
“Doesn't matter which store it's coming from, because these are all basic things. No matter where it's coming the products should be good quality.”
- New User
Design Recommendations
Most users understood the value provided by new home screen: One stop solution, better availability, convenient, time saving and easy to use.
However, there were key usability issues that impacted participant’s experience
Mental Model Mismatch: Participants frequently experienced friction trying to navigate back to the Dunzo Daily homepage from other services.
Recommendation:
- Change name of the homepage from “Grocery” to “Daily” to create consistency within the experience and reduce confusion.
Lack of Clarity around Search Bar: Existing users frequently searched for Stores in the homepage search bar.
Recommendation:
- Specify the search bar’s use only for items present/available in Dunzo Daily.
- Create clear color blocking to differentiate Dunzo Daily tab from other services on Dunzo.
Prototype Tested
Final Implementation
Impact
Dunzo Daily was launched in August 2021 with an updated UI and was operational in all 8 major cities until July 2023.
Through the first two iterations of this study, I was able to contribute to an implementation that improved comprehension and retention of existing Dunzo customers by,
- Uncovering key friction points in Dunzo Daily implementation and drive UI design changes, through close collaboration with design and product.
- Influence product decisions by identifying key customers to target with the feature release by combining interviews with behavioral data from data analyst to validate research insights.
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I’m a UX Researcher by trade, Engineer by education, Storyteller at heart, and curious by design.
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