When a customer orders on Zomato, certain systems are brought to life. The restaurant managers accepts the order, invoicing happens in the background, the food is cooked and then the delivery personnel brings the order to the customer. There are many problems that can arise throughout these processes. Payment gateway failures, lengthy and confusing flows for building cart and delay in food reaching the customer are some of them.
Our broader goal with this project was to identify and solve these suboptimal experiences. We did this by dividing the ordering food online journey in to three flows:
- Pre-checkout: Customer deciding a restaurant and the dishes to order
- Checkout: Building the cart and confirming the order
- Crystal: Everything which happens after the customer has ordered online. We named it crystal since we wanted to be ‘crystal clear’ with the customers here.
I worked with fellow designer Aiswarya and to limit scope we decided to specifically focus on the checkout and crystal flows with this project.
Our goal was to reduce drop-offs when the customer is placing the order. We did this by separately optimising the flows for first time users (placing their first order online) and returning users.
First time users
A first time user is generally anxious about placing an order online since it is their first time using the service. Our goal is to walk them through the process by giving them clear visibility about the step they are in and the step that is coming up next. The user is also made aware of the fact that these processes are only for the first time and will make future checkouts faster.