Introducing personalisation at grofers

Project Info

WHEN WAS THIS?

Jan -April 2019

BRIEF

Encourage users to not miss out on any buying opportunity while making their order and help them achieve a fulfilled shopping experience.

BUSINESS OBJECTIVE

To increase user’s average order value with
low dev effort but creating high impact

Overview

Grofers is one of India’s largest online supermarket with over 10 million+ users. Although Grofers was growing at a very fast pace, but its AOV (Average order value) was not improving. Our role was to understand WHY was this happening, HOW we can solve this issue and help users achieve a fulfilled shopping experience.

MY ROLE

Landed on Grofers during the building phase of User Researcher team,
We started with understanding the market & user’s perception about Grofers.
Identified problem statements to fulfil the objective of the study
And finally, derived user patterns, found insights & came up with solutions to help the design team and Product Manager.

RESULTS

Increase in Average Order Value
Build 3 new features - Special Price for you , You may also like & Recommendations widget
Low development effort, fast implementation and high impact.

1.4 Insights

Gathered from Literature Review, Market Study, User Study

Low assortment & No Express Delivery- Grofers has less variety of items , and also users can’t get their deliveries within 1 day because of which users practice split purchasing which leads to low AOV
Social proof helps bringing down indecisiveness because of trust while purchasing new items or availing offers
Personalisation helps users to boost the engagement on the app & helps in providing a fulfilled experience through relevant recommendations.
Cart reviewing stage is best for impulsive buying- as the user already made up his/her mind to spend money on the listed items, so buying 1 or 2 more item at that moment is not a pain

Understanding from the market study

Study discussed with stakeholders & the team, below key understandings has been pulled out considering the project’s limitations & developer’s constraints -

More recommendations on homepage
70%homepage is dedicated to recommendation
Personalized emails
46%Checkout from emails
Artwork Images - seasonal, celebration, health
Tailored images compels user to watch using certain range of emotions
Upselling through collaborative filter
13%in revenue through cross sell

Whats next?

We often are in search for out of the box ideas that can have a huge impact but sometimes we need to start from basic ideas to lay the foundations for something bigger. This project was that first step that laid the foundations for building personalisation at Grofers.

Learnings

Learnt that sometimes an idea can be very simple solution which must be judged by its potential usefulness rather than the novelty.
When no compromise in research & ideation is needed but the speed of the cycle is also the big concern, learnt that strong alignment of the stakeholders & responsible developers from early stage helps the study to run faster & focussed & eliminates the uncertainties & unknowns emerges. Further prevents with the “no one understand why” situation & confidence in the project is maintained within the team.
Learnt that understanding a bigger picture like “what already has done before, what are the data points, why are we doing this , what the business is expecting, on deliverables if all are on same page, feasibility constraints etc.” is important to make an informed decision & proceed to next stage.