Onboarding | Dunzo

ICP 1

ICP 2

ICP 3

Mrs. Reddy

Aftab Jassal

Dilip Badwe

Demographics

Profession

Housewife

Professional/Business Owner

Senior Citizen

Age range

35-50

30-55

60-70

Marital Status

Married

Single

Single/Married

Gender

Any

Any

Any

City

Bangalore

Delhi

Mumbai

Education

Masters degree

Masters degree

Masters degree

Tech Expertise

6/10

9/10

7/10

Where do they spend time

 At home, temple

Home, office, gym, socialising with friends 

Home,  doctor’s office, pharmacy, grocery store

Social Media

Facebook
Whatsapp

Facebook
Twitter
Instagram
Whatsapp

Facebook
Whatsapp

Frequently Used Apps

BMS
UPI
Email

BMS
UPI/Banking apps
Email
Whatsapp
News

Facebook
BMS
UPI/Banking apps
Email
Whatsapp
News

Where do they spend money

Groceries
Entertainment

Groceries
Commute
Entertainment

Groceries
Medicines
Entertainment

Problem Statement

Mrs. Reddy manages all the daily household responsiblities - groceries, managing the maid, events/projects/classes for her children. However, this means she is working on or supervising multiple people/projects at the same time and cannot necessarily leave home. Getting groceries and other items required for her children's school acitivies wil help her manage her time more easily and efficiently

Aftab is a busy professional, living alone and therefore often needs to order groceries, have work or personal parcels delivered from point A to point B. An app that allows him to do both things things will make his life much easier

Mr. Badwe is a senior citizen. While he is generally in good health, old age means that he and his wife often need to re/fill their prescriptions, get groceries delivered

JTBD

Functional - getting groceries, medicines, packages delivered quickly, efficiently and economically. Mrs. Reddy uses the app nearly every day for one or more of these

Functional - getting groceries, medicines, packages delivered quickly, efficiently and economically. Aftab uses the app 3-4 times a week primarily to have groceries delivered to his apartment. This saves him a huge chunk of time and money by allowing him to cook at home and get the routine home tasks outsourced

Functional - Mr. and Mrs. Badwe are able to conveniently order fresh produce, dry groceries as well as medicine to their doorstep saving them time and effort of having to go to the physical stores

Time or Money

Time

Time

Time and Money

What works –

1.     Emphasis on instant delivery, fresh fruits, vegetables and dairy

Fails:

1.     Dunzo is fourth in the list despite being a leader in the field of

delivery

2.     The other services are listed but not easily visible

3.     The search result does not mention Dunzo’s quick response and

delivery time

Recommendation:

1.     The search result can show all three major services provided by

the app

2.     The text in the organic search can emphasize the quick response

on fresh vegetables, courier and medicines delivery

What works

1.     Emphasis on instant delivery, fresh fruits, vegetables and dairy

2.     *Aha moment* – the app solves multiple pain points – quick

delivery of fresh produce, medicines and packages (courier)

Fails:

1.     Dunzo is fourth in the list despite being a leader in the field of

delivery . The other services are listed but not easily visible

2.     The search result does not mention Dunzo’s quick response and

delivery time

Recommendation:

1.     One graphic showing all three major services provided by the app

will describe the app’s CVP better

2.     The text in the organic search can emphasize the quick response

on fresh vegetables, courier and medicines delivery

What works:

1.     Will keep the customer informed of the status of the delivery,

ensure that the delivery partner gets the accurate delivery

location and the customer knows when the delivery parter reaches

the location

Fails:

1.     Sounds may be distracting

Recommendation:

1.     Allow the customer to create standard instructions for frequent

delivery/pick up locations as well as allow the customer to provide

the same later in the ordering process for one off locations for

ease of specifying instructions according to frequency

What works:

1.     Simple and easy registration with just the phone number

Fails:

1.     Core Value Prop not highlighted

What works:

1.     Simple and easy OTP verification to the phone number inputted

on the previous screen

Fails:

1.     Too much white space

What works:  

1.     “Use current location” is highlighted, making it easy for the user

to provide the pickup/delivery address

2.     Option to used saved addresses

3.     *Aha moment* - customer can save frequently used addresses

for quick reference

Fails:  

1.     Not easy to amend a saved address

What works:

1.     Auto selects the person’s location if it is a saved address

2.    Option to choose the service desired at the bottom of the page

or shop by category allowing for quick choices

Fails:

1.     Defaults to fresh produce

2.     Its not intuitive to look at 2 different places for the different

services offered

Recommendation:

1.     After the registration have a screen giving the customer a list of

services to choose from or ask them what they would like to do

What works:

1.     Once you choose a service, for example, I have chosen Daily

Grocery, it takes me to a list of stores in my vicinity so I can make a

choice based on delivery time or my own personal preferences

2.     Stores are listed from shortest delivery time to the longest

Fails:

1.     Too many options on the one page.

2.     Courier appears in the “Essentials delivered to your door” as well

as in the options at the bottom of the screen creating confusion

Recommendation:  

1.     Show visuals of the 3 services Dunzo provides on one screen so the

customer can choose what they want –

i. Groceries delivery

ii. Medicine Delivery

iii. Courier

What works:

1.     Shows the best sellers first so you know what the store is known for

2.     Further down it shows the different categories of products the

store carries

3.     Further down it suggests products based on earlier purchases

allowing for easier and faster choices

      Fails:

1.     Too many categories, some are showing multiple times

      Recommendation:

1.     Have a few high level categories to allow for easier choice

What works:

1.     Shows the quantity chosen right below the product

2.     Shows the cart at the bottom of the page showing the number of

products and the quantities (total number of items) for ease of

tracking

Fails:

1.     If you change your mind at any point and want to change the

quantity, you have to reduce  or increase by pressing the + or –

button

2.     Cannot buy from multiple stores at the same time

Recommendation:

1.     Allow the customer to put in a numerical value next to the item

instead of having to press the add or delete buttons.

2.     Like in Swiggy Instamart allow the customer to pick their store of

choice or item(s) of choice, calculate the service fee based on the

number of stores involved and distance instead of making the

customer create multiple individual orders

What works:

1.     Shows the items and quantities in the cart

2.     Prompt to add a coupon code

3.     Prompt to add a tip for the delivery partner

Fails:

1.     Page is too busy. Partner tip, for example can be offered after a

successful on time delivery

What works:

1.     Prompt to reconfirm the delivery address

2.     Transparency of charges - Once you confirm the location, it

shows you the total amount depending on the items purchased,

distance, handling fee and delivery fee

3.     Prompt to add a tip for the delivery partner

What works:

1.     Prompt to pick a mode of payment

2.     Last mode of payment auto selected

3.     Other options are listed in case the person wants to pay

differently than the last time they used Dunzo

What works:

1.     Immediate estimate of delivery time 

2.     Easy tracking and updates on the delivery partner

3.     Delivery partner can send messages in case of delays