Dunzo is an on-demand hyperlocal delivery app that allows users to order anything from groceries, food, medicines, pet supplies, to laundry and much more. Dunzo’s delivery partners, pick up the ordered items within a few minutes from the nearest stores or restaurants and deliver it to your doorstep.

This Project was done during my time at School of accelerated learning. The duration was 1 month and it was done in group of 4 people.

The app’s current design and features lacks proper categorization and sorting features, making it harder to find specific items which do not adequately support efficient and effective shopping. Redesign the Dunzo app to make it more accessible, manageable, and efficient, so that users can easily find what they need and complete their shopping quickly and easily. Also find opportunities for business growth.

Dunzo Offers a lot of thing for shopping and if we look at the Home screen the first section is showing ‘coupons’ followed by ‘most popular’ after that they have categorized all the things they have on the app that people actually are looking for and then extended scroll with extra sections and showing the popular products from each category.

Now these are too many categories and also some unnecessary scroll. we assumed not many people would even look at that and we noticed the pattern how people are using it.

People do Direct search of the product they need.

Find the category and explore available product.

Most of them were not even scrolling past category section and people who did came back to category section and went on with shopping.

So is that all necessary ? can we simplify it ? before answering we did Heuristic Evaluation and found some things and Ux laws which were missing. Which can make the experience much better.

No cart option. Cart appears at the bottom only after we add something in it. Which increases the chances of false click on it while scrolling or switching tab from bottom navigation and can be frustrating.

Profile option was put on the top right where in general most of the shopping apps have cart option so it create small confusion

Voice search option was not available.

While Reviewing cart there is no option to delete an item at once, users have to tap on — multiple time to remove it from cart.

There is no sort and filter option in any category for price, brand etc.

After our Understanding and evaluation of app. We created a user survey form to know about the users shopping patterns, wants and why people prefer online apps for shopping.

There were total 45 responses on survey

55.6% Working/Employed

35.6% Students

8.8% Home makers

Most of them do grocery shopping every week and that too through online apps

Preferred app of users according to our survey data. As our target users were Dunzo users, Dunzo was most used because of that

Dunzo = Swiggy instamart > Big Basket > Blinkit > Jio Mart = Zepto

People use these apps because of Offers/Discounts and also because they are Time saving and convenient But not everyone was using Dunzo so we asked them why they prefer other apps over Dunzo ? The most common answer was because other apps are more ‘Easy to use’

Additionally We also had some ideas that might help business grow and we wanted to validate those ideas so we included them in survey to ask user if they like any or if they want any thing that app is missing

Custom time delivery — As majority of audience was working they wanted to this so they can order in their free time but receive the delivery only when they are available at home

Sweet and bakery items to be available on the app

Subscription based Delivery where they can subscribe and get delivery of things like dairy without having to order it again and again

So now to understand why other apps are easy to use we did a competitor analysis to see the structure and accessibility of other apps and found one common thing which was categorization of everything and based on insights we took interviews of 10 users to get get better understanding and clarity of what they like what are the things they Shop daily, what are the things they don’t buy on the app, what they buy too often to understand the use case and identify what Dunzo is missing and is there any way we can find an opportunity to grow business.

Most shopped category according to survey and interviews

Groceries > Dairy > Fruits/Vegetable > Chocolates and snacks > Essentials > Medicines > Meat/Fish > Paan > Pet supplies

People often don’t buy things which has questionable freshness and another thing that make their experience a little bit more bad was no customer support so when they received any wrong/damaged product they have no option to return or exchange it easily.

Now we had all the insights we wanted and now it was time to decide what problems are actually worth addressing and how might we solve it.

Should be able to return/Exchange expired/Damaged/wrong products.

Customer support

Categorization and sort/filter in app

Subscription based delivery of regularly purchased items

Don’t want to go to different stores to purchase Different items

More discounts and offers

Easy to use app (categorization, Sort and Filter)

Now the goal was to find opportunities to grow business as well so we asked ourselves some question about how might we do it.

Possible Solutions

Notification of drop of price on products

Show timer the deal is going to complete

By giving offer on a particular category for everyday of the week by introducing happy hours get either a free delivery or buy 1 get 1 offer

Offer discount coupons for next purchase within a limited Time

Possible Solutions

Sort & filter

Adding voice search

Frequently purchased section

Categorization according to similar characteristics of items

Possible Solutions

Customer support Chat ,Call and email option

Return/refund the damaged or wrong product button/option

Exchange option for Not fresh or expired product(veggies or meat)

Possible solution

Bakery/sweet delivery

Custom time delivery

Subscription based Daily delivery of Milk

Subscription-based monthly grocery delivery just by uploading list app’s

As we were done writing the possible solutions it was time to implement them

we changed the Home screen and Eliminated the long scroll. Based on observation and data we got from survey we identified for what purpose people use the Dunzo and how they use it so we made minimal Home screen to make it easy for user to find things they are looking for.

Categorized similar items into one for example aata/rice and Spices/Dal all combined and created category groceries. Added filter and sort along with quick filters link brand and type of product to make it easy if users want to see products just from a particular brand or looking for a particular product from particular brand. Added subscription model for products. people can select the frequency of delivery and quantity and add the item to subscription list.

Cart has two sections one to review recently added items and one to see order history. In cart users can delete the item completely at once instead of reducing the quantity one by one in the existing design. Users can add item to subscription from cart in case they missed it. Users can select the delivery time so if they order something from office and want it to be delivered at home it will be delivered to the home at that particular time

Added a new Subscription Model so things like bread and dairy can be delivered daily without ordering it again and again. Users can set the quantity and frequency of delivery and add the total amount in the wallet the amount will be deducted when the delivery will be made . User can stop delivery when they don’t want it and no amount will be charged until they start it again.

And that’s the end of this Case study