“Groceries in 10 minutes!” 🛍️ 🍇🥒🧀
In the past year, how many times have you heard this statement? Yes, that’s what we thought.
Super-fast deliveries, especially for Groceries, have become such a strong trend that we have come to expect “speed” when it comes to buying Grocery online. As users, we rarely notice the other human force in this chain that makes super-fast deliveries possible - delivery executives. Often, they have to brave the rush hour traffic and compromise on their safety to deliver our packages faster.
Let’s understand what it means to have user empathy.
You are the PM for Swiggy Instamart, working on improving delivery time for Instamart orders. While you could optimise for total orders fulfilled or revenue, you do not want to compromise the quality of life for delivery executives, especially during rush-hours.
Step into the shoes of a delivery executive commuting in rush hour traffic to deliver an order.
Think about the last time you ordered a fast-delivery item (grocery / food). If you could ask the delivery executive three questions to understand their problems and desires, what would you ask them?
1. Walk me through what you do from the time you receive an order request to order delivery?
2. What are the biggest problems you face day to day?
3. How many orders can you fulfil in one day? How can we help in fulfilling your orders in a better way?
Understand the psychology of the delivery executive deeply. Empathy maps are a strong tool to help you relate to their problems and desires. Create a quick empathy map for the given scenario. Share the following - What are the delivery executives saying, thinking, doing, and feeling at the moment?
Says: "Traffic is really bad and takes time to reach, and customer gets frustrated. Can't pick their phone and they keep calling. Can't find enough space/time to have lunch on time"
Thinks: "I might not be able to eat lunch on time."
Does: Drives as fast as they can and breaks traffic light, whenever they're getting late (Traffic cops can't penalise you while using yulu bikes and that's what they use.)
Feels: Feels hungry. Back hurts and too tired.
You have to optimise for driver safety during rush hour traffic. What are the key problems you want to solve based on your understanding of a delivery executive’s pain points?
How can Bangalore's traffic-related stress be alleviated so that delivery executives don't miss their lunches and suffer from health issues as a result?
When it comes to their medical needs, how can we help them out more effectively?
