Sonu Singh has received your tip of ₹100 for Order from Navtara Veg Restaurant — Baga placed on 6th March at 1:51 PM.
Thank You!
Thank You from Swiggy for making our delivery partner happy.
From Sonu
Rating to you:
Message:
“Thank You, aapne din bna dia”
UX CASE STUDY
Delivery Tipping
Bridging the Emotional Gap
So, we all know about Swiggy’s tipping feature which was launched on March 19th, 2020 to help customers thank these bravehearts for their services. It is infact an amazing addition to the app, but, is it? Is it solving the purpose to the extent that was expected? Is it completing the user journey from the customer’s end?
Hey guys, a little intro. I am Ankita, a product designer by profession and an empathetic problem solver at heart. I have always been a Swiggy fan both in terms of food and design :). And how they truly believe and work towards solving every small concern that can help make product more and more accessible and innovative.
I am someone who uses Swiggy almost every day whether it is to order food or to order things from Instamart. And recently, an instance happened to me. Let's see what happened.
The Instance :
One day, I ordered food from Swiggy and the delivery partner who came asked me to click his picture.....
SONU SINGH — Delivery Partner
ANKITA,
Swiggy User
1
“Mam, meri ek photo click krdoge app Swiggy bag ke sath”
“Okay! Umm...” I was confused but suddenly I thought, Is it his first day?
2
“Yes, Mam. First day first order hai. Aaj hi se shuru kia hai Swiggy”
“Oh Acha, Congratulations!”
I felt the connect and started thinking of giving him tip so that he starts off good. But giving him money felt offensive. So, thought I will tip him using Swiggy.
3
“Delivery partner was so nice. And it was his first day let me tip him”
_ _ _ _
He went away
4
Then, I came up to my room, opened the app and tipped him ₹100. I really wanted to motivate him in what he is doing and make him feel good and happy about it.
Disconnect : Emotional Gap
I went through the entire flow till the last screen which said - “You are generous”. At this point, I was thinking Swiggy will send me a notification if the delivery partner received my tip or not. I was expecting more. I felt my tipping journey was incomplete.
Problem Statement
This experience of tipping someone and not knowing how the person on the other hand felt is the problem. There is not much motivation for a user to tip any delivery partner again, as always there would be a second thought - “ Will the deliver person receive it?”, “What was his reaction?”, “Did he feel happy?”
It is a basic human tendency, that when we tip someone, we want to see that little “SMILE” on their face. But, in online tipping of Swiggy that emotional connect is missing.
I am here with a solution for the same.
Solution
For the solution, I revisited the current flow of Swiggy tipping and realized the areas of improvement. During this process, I also interviewed a few people and asked about their experience with the feature.
5 out of 8 people said that they felt the disconnect in the end. To sum it up they felt like.
“They were left hanging in between of the journey to figure out what happened. They don’t know if their gesture brought “SMILE” on the delivery partner face or not.
So, in my perspective, the area to improve here is the after journey to be continued after the current last screen with a notification/onscreen banner saying “The delivery partner has received the tip and says Thank You”
Let's look at the revised flow
In order for you to understand better, how this is going to happen. I have created the flow both from the user and the delivery partner’s end. Let's see if this does the job of making the user happy, content and completes his tipping journey.
Revised user journey with solution
User is happy with the delivery partner and tips the delivery partner. This is also the current flow, which feels incomplete and lacks the emotional connect.
Part 1 — User tips the delivery person.
Part 2 — The delivery person receives notification that he has received a tip SWIGGY DELIVERY PARTNER APP Updates.
P.S. — Highlighting the additions to the screens.
A
When the user completes his first part of tipping journey i.e., tips the delivery person.
The delivery person receives a notification that he has been tipped. After which he can follow the flow to reciprocate the gesture.
B
On clicking “CHECK NOW”, the delivery person is taken to a screen saying Congrats and SAY THANKS. They can rate the customer here and can also send a message if any.
Also, there would be some already suggested messages that the delivery person can select from.
Send = DIGITAL SMILE
confirmation on its way.
Congratulations, you are tipped ₹100 for your Order ID : 23457571
SAY THANKS!
Order of Navtara Veg Restaurant -Baga for customer Ankita delivered on 2:35 PM.
Rate the customer :
Message if any:
Customer rated you:
Thanks, aapne din bna dia
Thank You!
Dhanyawaad
Shukriya
SEND
If Delivery Partner Closes the Notification
So, if say delivery partner doesn’t see the notification for XYZ reasons.
In the Earnings and Incentives (which is something that they check regularly), they will see a button from where they will land on the screen B and give their feedback.
Part 3 — The user end: bridging the emotional gap. Showing him the digital SMILE. SWIGGY APP UPDATES.
Ankita receives a notification from Swiggy that delivery partner has received the tip.
On clicking, she lands on confirmation screen of delivery partner receiving the tip, and also has rated her and replied with a message. In this way creating the emotional connect and completing Ankita’s journey.
Delivery partner says “Thank You” 😍
SWIGGY
You are our rock star. Delivery partner has received the tip.
Other screen enhancements
What are we achieving by this?
BRIDGING THE EMOTIONAL CONNECT
Completing the user’s emotional journey with this addition, will motivate them to use the tip feature more often thus fulfilling the actual goal of the feature.
Ultimately, it will help the INDIAN audience to develop deeper habits of helping others not only when there is a compulsion to tip like in a fancy restaurants but also to the person who came to deliver the food in rain, sun or cold.
SMILE :)
Completing the user journey
Gold
iPhone
SE
Sonu Singh has received your tip of ₹100 for Order from Navtara Veg Restaurant — Baga placed on 6th March at 1:51 PM.
Thank You!
Thank You from Swiggy for making our delivery partner happy.
From Sonu
Rating to you:
Message:
“Thank You, aapne din bna dia”
Swiggy Tipping
Bridging the emotional gap
Purple
Purple
THANK YOU!
I hope you liked my take through this project. Feel free to drop a message/mail if you have any feedbacks.
Delivery Tipping
Bridging the Emotional Gap
UX CASE STUDY
Sonu Singh has received your tip of ₹100 for Order from Navtara Veg Restaurant — Baga placed on 6th March at 1:51 PM.
Thank You!
Thank You from Swiggy for making our delivery partner happy.
From Sonu
Rating to you:
Message:
“Thank You, aapne din bna dia”
Designing a tipping experience for Swiggy delivery that completes the emotional connect
So, we all know about Swiggy’s tipping feature which was launched on March 19th, 2020 to help customers thank these bravehearts for their services. It is infact an amazing addition to the app, but, is it? Is it solving the purpose to the extent that was expected? Is it completing the user journey from the customer’s end?
Hey guys, a little intro. I am Ankita, a product designer by profession and an empathetic problem solver at heart. I have always been a Swiggy fan both in terms of food and design :). And how they truly believe and work towards solving every small concern that can help make product more and more accessible and innovative.
I am someone who uses Swiggy almost every day whether it is to order food or to order things from Instamart. And recently, an instance happened to me. Let's see what happened.
The Instance :
One day, I ordered food from Swiggy and the delivery partner who came asked me to click his picture.....
SONU SINGH — Delivery Partner
ANKITA,
Swiggy User
1
“Mam, meri ek photo click krdoge app Swiggy bag ke sath”
“Okay! Umm...” I was confused but suddenly I thought, Is it his first day?
2
“Yes, Mam. First day first order hai. Aaj hi se shuru kia hai Swiggy”
“Oh Acha, Congratulations!”
I felt the connect and started thinking of giving him tip so that he starts off good. But giving him money felt offensive. So, thought I will tip him using Swiggy.
3
“Delivery partner was so nice. And it was his first day let me tip him”
_ _ _ _
He went away
4
Then, I came up to my room, opened the app and tipped him ₹100. I really wanted to motivate him in what he is doing and make him feel good and happy about it.
Disconnect : Emotional Gap
I went through the entire flow till the last screen which said - “You are generous”. At this point, I was thinking Swiggy will send me a notification if the delivery partner received my tip or not. I was expecting more. I felt my tipping journey was incomplete.
Problem Statement
This experience of tipping someone and not knowing how the person on the other hand felt is the problem. There is not much motivation for a user to tip any delivery partner again, as always there would be a second thought - “ Will the deliver person receive it?”, “What was his reaction?”, “Did he feel happy?”
It is a basic human tendency, that when we tip someone, we want to see that little “SMILE” on their face. But, in online tipping of Swiggy that emotional connect is missing.
I am here with a solution for the same.
Solution
For the solution, I revisited the current flow of Swiggy tipping and realized the areas of improvement. During this process, I also interviewed a few people and asked about their experience with the feature.
5 out of 8 people said that they felt the disconnect in the end. To sum it up they felt like.
“They were left hanging in between of the journey to figure out what happened. They don’t know if their gesture brought “SMILE” on the delivery partner face or not.
So, in my perspective, the area to improve here is the after journey to be continued after the current last screen with a notification/onscreen banner saying “The delivery partner has received the tip and says Thank You”
Let's look at the revised flow
In order for you to understand better, how this is going to happen. I have created the flow both from the user and the delivery partner’s end. Let's see if this does the job of making the user happy, content and completes his tipping journey.
Revised user journey with solution
Part 1 — User tips the delivery person.
User is happy with the delivery partner and tips the delivery partner. This is also the current flow, which feels incomplete and lacks the emotional connect.
Part 2 — The delivery person receives notification that he has received a tip SWIGGY DELIVERY PARTNER APP Updates.
P.S. — Highlighting the additions to the screens.
A
When the user completes his first part of tipping journey i.e., tips the delivery person.
The delivery person receives a notification that he has been tipped. After which he can follow the flow to reciprocate the gesture.
Congratulations, you are tipped ₹100 for your Order ID : 23457571
SAY THANKS!
Order of Navtara Veg Restaurant -Baga for customer Ankita delivered on 2:35 PM.
Rate the customer :
Message if any:
Customer rated you:
Thanks, aapne din bna dia
Thank You!
Dhanyawaad
Shukriya
SEND
B
On clicking “CHECK NOW”, the delivery person is taken to a screen saying Congrats and SAY THANKS. They can rate the customer here and can also send a message if any.
Also, there would be some already suggested messages that the delivery person can select from.
Send = DIGITAL SMILE
confirmation on its way.
If Delivery Partner Closes the Notification
So, if say delivery partner doesn’t see the notification for XYZ reasons.
In the Earnings and Incentives (which is something that they check regularly), they will see a button from where they will land on the screen B and give their feedback.
Part 3 — The user end: bridging the emotional gap. Showing him the digital SMILE. SWIGGY APP UPDATES.
Delivery partner says “Thank You” 😍
SWIGGY
You are our rock star. Delivery partner has received the tip.
Ankita receives a notification from Swiggy that delivery partner has received the tip.
On clicking, she lands on confirmation screen of delivery partner receiving the tip, and also has rated her and replied with a message. In this way creating the emotional connect and completing Ankita’s journey.
What are we achieving by this?
BRIDGING THE EMOTIONAL CONNECT
Completing the user’s emotional journey with this addition, will motivate them to use the tip feature more often thus fulfilling the actual goal of the feature.
Ultimately, it will help the INDIAN audience to develop deeper habits of helping others not only when there is a compulsion to tip like in a fancy restaurants but also to the person who came to deliver the food in rain, sun or cold.
Completing the user journey
Gold
iPhone
SE
Sonu Singh has received your tip of ₹100 for Order from Navtara Veg Restaurant — Baga placed on 6th March at 1:51 PM.
Thank You!
Thank You from Swiggy for making our delivery partner happy.
From Sonu
Rating to you:
Message:
“Thank You, aapne din bna dia”
SMILE :)
Other screen enhancements
Swiggy Tipping
Bridging the emotional gap
Purple
Purple
THANK YOU!
I hope you liked my take through this project. Feel free to drop a message/mail if you have any feedbacks.