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Driving a 38% increase in address accuracy with Swiggy's new address onboarding

Driving a 38% increase in data accuracy with Swiggy's new address onboarding

Driving a 38% increase in address accuracy with

Swiggy's new address onboarding

Feb 2024; 6 weeks

Swiggy is one of India’s largest online food delivery platform

Swiggys largest cross functional team,“Location Intelligence” solves for accuracy, ease and aggressively low delivery times. All of this achieved by crafting features around address accuracy.

Swiggy is one of India’s largest online food delivery platform

Swiggys largest cross functional team,“Location Intelligence” solves for accuracy, ease and aggressively low delivery times. All of this achieved by crafting features around address accuracy.

Swiggy is one of India’s largest online food delivery platform

Swiggys largest cross functional team,“Location Intelligence” solves for accuracy, ease and aggressively low delivery times. All of this achieved by crafting features around address accuracy.

my Role

Responsible for research,

conceptualization, and design.

my Role

Responsible for research, concept, and design

my Role

Responsible for research,

conceptualization, and design.

Team

Solo product designer, Product Manager, 4 engineers

Team

Solo product designer, PM, 4 engineers

Team

Solo product designer, Product Manager, 4 engineers

The problem

The form to add a new address was lengthy and frustrating

As we were scaling, customers were introduced to the world of getting ANYTHING delivered - groceries, food, parcels and a lot more! As a result, more users added new addresses.

BEFORE

After

“I love filling forms”

said no one ever

goals

We wanted to make our address form short, crisp and to-the-point

#01

Let users enter what they perceive as their address in a frictionless manner.

#02

Capture the most important details of an address to create an easy and intuitive form.

#03

Increase the percentage share of ‘perfect addresses’ in our address database, thereby leading to lesser Incorrect Address Cancellations (IACs) & Delivery Partner-CX interaction.

Current split: Perfect ~44%; Accurate ~26%; Inaccurate ~30%

rethinking the experience

Users could order food for themselves or for others. We questioned the need for these independent flows.

After which we came up with the new flow

Find the map

location

Dynamic, contextual form

Save the address

Sneak peak Into the new flow

Adding the touchpoints

The first step was to introduce an easy touchpoint and create a better flow of information on the address search page

As our first focus, we designed a new touchpoint to add addresses from the search screen itself. This helped the flow in two ways -

If a user wanted to browse services in a particular area, they could do so without having to save an exact address
The CTA made it easier to add a new address without going to the address book in the profile section

Adding smart nudges

The map was easy to navigate, but most users ignored it, causing delivery delays. We solved this with smart nudges

We narrowed down on two major use cases for smart nudges to avoid cluttering the screen

creating the address form

We updates the forms information architecture and redesigned it to reflect the apps current tone and style

Final Designs

Iteration

Before

Making the form customisable

To help users make smarter selections, we introduced dynamic inputs based on address types. These address types were identified on the basis of the Google Location tag or the address tag.

Final Designs

Iteration 2

Iteration 1