Home Kitchen On Swiggy – In this article, I will explain how I went about designing a new feature for Swiggy – India’s leading FoodTech app.
This is a personal project. I was not associated with Swiggy while working on this project.
Home Kitchen On Swiggy
Swiggy Kitchen is a Culinary masterclass, added as a concept feature to the very popular Indian food delivery app Swiggy where users can learn to cook from famous Indian chefs.
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If you have this question, that is very valid because after all, we all must have seen such notifications from Swiggy when asking us to take a break from the kitchen:
At first I was skeptical about the idea and, but, I was able to figure out the ‘why’. Here’s how:
I am a foodie and while researching the FoodTech space in India, I found that the group of users who want to learn how to cook is very focused.
I found out through my research that there are very few options available to read/check out the content. Of course there is the Internet – the houses of various information, and there is formal education in Culinary degrees. But, this is a broad spectrum of what it looks like:
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So, if Swiggy can scale the sweet spot between unstructured but accessible content and highly structured but inaccessible content, then a new user base can be targeted.
“Because I can cook, I will not give up the convenience of having food delivered to my door.”
With that in mind, I worked on refining the feature further. The 2 main things I focus on are:
Before talking about the pricing model, I would like to inform you about our target users. Based on the spectrum shown above, I wanted to cater to various users. Three categories have been clearly identified:
Kuvira’s Home Kitchen
Now, based on these target groups, I had to decide which pricing model would be appropriate for the feature – per price per course? subscription model? mixed model?
In the beginning, I had started with a pricing model for each course as the interests of the users we target vary – some are exploring different foods, some know what they want, some don’t etc. But, when I zoomed out and re-focused on our target audience, I realized:
⭐️For groups 1 and 3: Since they don’t want a specific place, a pre-commitment to pay for each lesson will not be suitable. And because the majority of the target audience, I decided to continue with the subscription model – which is not very expensive, can test different courses.
⭐️So what about group 2? I wanted to consider solving their needs as well, so I came up with a workaround. But, hold on. I’ll get to that in a moment.
Mumma’s Kitchen In Benachity,durgapur
While doing my research with several cooking enthusiasts, one of the main pain points they face is finding the right ingredients. It was even more difficult when the ingredient was rare. They had to google the local name, look it up from store to store – it’s very difficult. I decided to solve this for you as well:
Instamart to the rescue! Because Swiggy had already entered the grocery delivery space with Instamart, I thought of adding it as a simple plug in Kitchen. The user flow of Swiggy Kitchen is as follows:
Because I was designing this as part of Swiggy and not something from scratch, I had to clearly understand the existing design system of Swiggy — typography, colors, layout, spacing, various elements etc. I spent a lot of time taking screenshots and analyzing them, learning from them. At the end of the project, this is what my gallery looked like: Apparently, Swiggy had taken over!
The home screen took a very long time to design as it was very content heavy and there were many decisions and problems that I had to deal with because this is the first screen that users will encounter when they decide to test the feature.
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Since it is the first section, it should clearly capture the meaning and essence of the feature so that the user can find it at a glance. I repeated not only the visuals, but also the attribute name to do so:
As seen in the iterations above, I had designed a search bar similar to the one in Instamart, but something was off. The search experience in this feature and Instamart is slightly different.
Here’s how you can do it: Imagine you’re going to do your monthly grocery shopping. The first thing you usually do is take stock of what you already have in your kitchen and make a list of what else you need. So, on Instamart, people come to the app with specific things to look for.
But, here, users will come mainly to ‘browse’, such as Netflix, Hotstar and other such streaming applications, so the search does not have to be given so much prominence to the content itself. That’s why I redesigned it as below:
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Local ingredients are always readily available and good for health and taste. To promote this as a benefit, I have introduced a section called ‘Season’s Greetings’ — which will have lessons dedicated to what’s in season based on the user’s location.
Inside the home screen, this is the feature I’ve had the most fun with. Because this was the first entry point to the original content, it had to be very clear and informative.
The process I followed was to do a competitive analysis between the different EdTech products available and try to understand what information they convey. Next was a list of data points that would help the user click the card, and rank these in order of importance.
Note: Early iterations have value as a data point as I originally started with a per-course pricing model.
Kitchen In House
This section was added to make it easier to search for tutorials if someone has an idea of what kind of recipes they want to cook. This is the only section that has remained unchanged since my first iteration. I wanted to keep it very simple and neat, how Swiggy already does it.
Designing the subscription CTA and determining its placement was one of the most interesting challenges for me in this project.
To develop it further, I went back to our good old friend – competitive analysis – to make sure I don’t miss the most important aspects to consider about the registration CTA. I tested various applications that use a subscription model. While doing that, I asked 3 main questions for each application:
While CTA placement can vary based on context, make sure the main selling points of the app/feature are conveyed before the CTA is displayed so that the user decides to click on the CTA.
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However, none of this is clearly communicated before the CTA is presented, which means there is not enough of a trigger for the user to click the CTA. So, I’m back to repeating again. I came up with 3 CTAs in addition to the one in the intro section to:
Lessons are curated by some of India’s most famous chefs. This section highlights the instructors who are on the job.
I made sure to include social proof right before the CTA because it is one of the most important factors for users to decide on signing up.
Remember that we have another group of users that we are targeting – group 2 – where people are looking for content that is tailored to their niche? This section is aimed at them more.
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Each track has a special set of lessons from beginners to advanced level to help the user become the master of the niche. Because this is for a specific set of target audiences, it does not come as part of a subscription. Includes separate purchases. And it’s completely flexible – as in, each user can buy subscriptions only, or Tracks only, or both – based enti
rely on their needs.
No, because the user can buy both subscriptions and tracks. Using the ‘or’ delimiter, thus, conveys the wrong message.
Finally, when I changed the subscription CTA to appear as a prominent element, Tracks appeared clearly as a non-subscription element:
After all these stages, now it’s time for the last stage on the home screen. I intended to have a list of courses here so that users can see the value of many courses before checking out. Sounds easy, right?
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Phew! That brings us to the end of how the home screen was designed. Sounds like an elaborate meal, right? But hold your horses, there’s more to come! For now, let’s take a breather and look at some of the smaller, simpler screens:
This is the screen that appears when the registration CTA is clicked. I am referring to the Swiggy Super sign up screen and I want to design something similar to that. Here’s how it looks:
Now we will go through another very important part of the feature that I worked on – the importance of making information about food content.
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