A daily delivery service pioneering the grocery revolution in India.
UX Research, UX and UI Design, Usability Testing
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Supr Daily is a daily delivery service pioneering the
grocery revolution in India. Formulated as a
subscription-based micro delivery service by Supr
Techlabs Pvt Ltd, this Mumbai born startup is monetizing
every urban household s morning errand routine. The
product leverages the power of the milk railroad to deliver
eggs, bread, fruits, veggies, and other groceries to the
user s doorstep. The service urges the user to order in as
late as 11 pm to get groceries doorstep-delivered by 7 am.
Employed women and homemakers want to
wholesome meals to the entire family but are unable to
do so on account of demanding work schedules and high
cost of restocking. Inconsistency in delivery from the local
delivery service leads to frequently occurring disruption of
the most basic nutritional routines having a glass of
fresh milk or hot tea in the morning, as well as some
degree of wastage of perishables across households.
The product categorisation needs to be structured intuitively to ensure ease of use as Suprdaily provides over 5000+ products on their platform.
The users are used to receiving deliveries in person.
The user s habit & perception towards a contactless delivery, ie, without the usual interaction with a delivery executive, is yet to be formed. The service delivers the perishables outside the main door in a bag at a fixed time every day.
Precision in address communication is important since it s a zero contact delivery. Location accuracy is of the utmost importance since there is no interaction between the delivery person and the user.
We interviewed users who manage groceries on behalf of their family and were comfortable with mobile applications.
the User Research
- An urban working professional struggles to restock milk and fresh groceries every day due to constraints on account of time and money.
- Most urban residents plan meals a day in advance.
- Most urban residents buy a list of staples daily or every alternate day.
- Most working professionals frequent speciality restaurants to experience a wider culinary spread. Hence, when they cook for their families, they watch cooking shows & recipe videos on YouTube to seek inspiration for the families.
- Users are well aware of the price difference and discounts offered across grocery delivery platforms. They are sensitive to price changes and respond positively to marginal drops in prices.
We, along with the stakeholders, spent around 7 weeks exploring solution spaces and gradually narrowing down on the hierarchy of infomation on the primary screens at the same time adding fidelity to each screen one week at a time.
Meaningful experiences through motion
Onboarding users to the concept of micro delivery
Supr Daily is not an on demand grocery delivery app; instead, it s a paid subscriptions service that delivers staples at a pre decided fixed time every day. The onboarding flow was leveraged to communicate the service differentiation and set the right expectation from the very beginning.
Let them know what’s coming
Primary real estate, right on top of the homepage is dedicated to upcoming deliveries. This is extremely useful because it helps the user keep track of daily needs, plan meals a day in advance and update any changes for the next day if necessary.
Precise delivery address
The delivery address was one piece in the workflow where the user’s input was crucial. In order to reduce the number of wrong addresses and locations, the user is asked to upload a picture of his/her house door. This helps the delivery executive narrow down on the right house since there are multiple houses on the same floor.
Price plays an important role in the decision making process. To leverage our understanding of the buyer s discount driven mindset, we introduced the concept of Monthly Savings. The application routinely displays the money he/she has saved on each purchase, thereby building trust and retaining loyal users in the long run.
Importance to dairy products for existing users
Milk and dairy products are the USP of Supr Daily. To prioritise this selection intuitively, dairy as a category is prioritised and displayed ahead of all others. Subsequently, a distinct product categorization has been created for all other groceries in order to facilitate easy browsing.
We designed a unique, eye catchy banner for each collection of products (for Eg: Healthy Breakfast) on the home page. This helps catch the user s attention and increases the number of clicks in this section.
The teal colour palette and the modern font family Cabin was a refreshing change from other grocery applications. This unique combination gives Supr daily a unique identity and an easily recognizable Interface. We used a combination of line icons along with illustrations to ensure the experience is a visually engaging one. At the same time, visual cues were expertly placed to ensure that the emphasis is always on the product.
Illustrations with Bold Text
We used expressive illustrations along with bold text to set the right service expectation in the onboarding flow. This also helps reduce drop-offs during the login process.
“Onething's team was deployed at our HQ in Bengaluru for the due course. It helped us in multiple internal workshops and sprints to design, produce, test and iterate. Their team has a stunning ability to deliver in complex use cases. They use straight thinking and effective improvisation of design principles.”
Senior Product Designer, Swiggy