Sending food to loved ones should be as delightful as sharing a meal together. Swiggy’s address sharing and enhanced coordination features make gifting food easy, while making sure that your love reaches on time, every time.
Sending food or gifts to family and friends is a special experience, but it often comes with its own set of challenges. From location mix-ups to delayed deliveries due to poor coordination, users faced significant issues in making food gifting smooth and memorable.
The product team at Swiggy recognized these pain points and introduced a series of features to simplify the process, turning food delivery into a seamless act of love.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: Overcoming Coordination Issues in Food Gifting
The process of sending food or gifts to loved ones often broke down at multiple points:
Delivery Executive Coordination Issues
- Delivery executives relied on the sender for directions and access to the receiver, often leading to delays if the sender was unavailable.
- Receivers had no way to directly contact the delivery executive for updates or assistance.
Location Challenges
- Indian city lanes and building layouts made navigation complex, especially when the sender didn’t know the exact details of the receiver’s location.
- Errors like selecting the wrong location instead of the precise delivery location added to the confusion.
Missed Emotional Moments
- Sending food to loved ones is an emotional gesture, particularly during festivals or celebrations. Coordination failures soured these moments, turning a joyful experience into a frustrating one.
The product team at Swiggy needed a solution that would eliminate these pain points and make food gifting effortless and delightful.
The Solution: Address Sharing and Direct Coordination Tools
Keeping these issues in mind, the product team at Swiggy introduced a solution to streamline food gifting, focusing on accuracy, coordination, and user experience.
Key Features of the Solution
Address Sharing
- Senders can request the exact Swiggy address from the receiver, making sure that the location details are 100% accurate.
- Eliminates the guesswork and ensures smooth deliveries even when the sender is unfamiliar with the receiver’s address.
Receiver Order Access
- Receivers now have access to the order details, including the delivery executive’s contact information, to make the coordination better on their end.
Masked Number Calling for Delivery Executives
- Delivery executives can directly contact the receiver through a secure, masked number system, bypassing delays caused by sender-receiver coordination issues.
Impact: Enhanced Gifting Experience and Business Growth
The introduction of these features had a significant impact on Swiggy’s platform and user experience:
- Increase in Orders: The improved gifting experience led to higher order volumes, with major spikes observed during festivals and celebrations.
- Higher Average Order Value (AoV): Emotional gestures like food gifting typically involved premium or larger orders, driving a noticeable increase in AoV.
- Foundation for Gifting Use Cases: These features laid the groundwork for Swiggy’s gifting vertical, creating a dedicated use case for sending food and gifts to loved ones.
The Team Behind the Innovation
Priyanshu: Product, Swiggy
Priyanshu wanted to eliminate the back-and-forth between the user & delivery partners while coordinating directions for gift orders. He solved this by introducing the option to "Add contact" when the user places an order for a location different from their current location. The delivery partner can now directly coordinate with the receiver, creating a seamless UX.
As a part of Upraised’s Game Changers, we're on a mission to celebrate high-impact problem solving & celebrate the individuals who brought these innovations to life.
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