The UX of 3 of India's hottest food delivery start-ups

In Tech in Asia, Karen Mok assesses the user experience of three of India's food delivery start-ups, TinyOwl, Swiggy and Zomato Order

It’s been a big year for food delivery start-ups in India. Thirty-one start-ups have raised $161.5 million in investment capital in what has been called a $6 billion market.

But the space is fiercely competitive, so who will survive?

Here’s how I look at it as a UX designer:

Who is the user? Young working professionals in urban hubs Mumbai, Bengaluru, Pune, Hyderabad.

What is the user’s experience of the problem? I spent two weeks working with Bengaluru’s young start-up founders as Asia regional manager of Seedstars World, so I got to both directly experience and gather some anecdotal insight.

I put three food delivery apps?—?TinyOwl, Swiggy, and Zomato Order?—?through a usability test based on three user scenarios. 

Scenario #1: First-time user downloads app to make a lunch order

For a first-time user, the goal is to deliver an experience that gets the user to achieve his or her goal efficiently and smoothly.

Here I looked for a clean, easy-to-use homepage that facilitates glanceability and scanability. Remember your user’s goal: She wants to eat ASAP.

When designing for mobile, it’s important to design for the skimmer. The user isn’t going to comprehend eight data points in the one or two glances she invests in the homepage. The design goal here is to select the most relevant information to display on the homepage. 
 

 

Who has the best UX?

For a first-time user, the edge goes to Swiggy for its use of colour and space hierarchy to enhance scanability, compelling visual imagery and using feature decisions that align with business strategy.

This is an excerpt from Tech in Asia. You can read the full article here.