Order by 11pm, Get it by 7am. Supr Daily delivers your daily needs to your doorstep hassle-free.
Supr Daily started as a Milk Subscription and reinvented itself to become a ‘Micro-Delivery’ Service that took care of all grocery needs.
Employed women and home makers want to provide fresh wholesome meals to the entire family. But, with a fridge full of stale groceries and a no-show from the milkman, it gets extremely difficult. This affects lakhs of Indian households increasing the need to hoard perishables which also increases wastage of food in the system overall. The existing experience had to be re-designed from scratch making sure its loyal users don’t feel too unfamiliar.
Client & Industry
Supr Daily, Consumer Internet
Android and iOS Application
User Research, UX Design,
UI Design, Visual Design
Understanding User Needs
Our next objective was to understand the current grocery buying habits in Indian households and identify the different painpoints that the app should aim to solve. We spoke to a total of 14 people, 10 women & 4 men. These people were hired by a user recruitment agency. The prerequisites were that they currently manage the groceries for their family and make all the buying decisions. They should have also frequently used other applications like Uber, Amazon etc
Understanding Stakeholder Needs
After we spent time understanding grocery buying habits, we also spent time with the CEO to get context on what inspired him to start this company, what are his short term goals and how does he plan to scale this product in the future. We also spoke to the Product Head to get an understanding on what his plans for the product are and what his thoughts are on the existing application.
Understanding what other market players are doing, what are they doing right and what needs to be improved. We cross referenced using insights we had gathered and validated different features & pain points.
Insights from the User Research
A 25-35 y/o married woman in India, buying groceries for her family struggles to keep groceries fresh and cannot buy too regularly due to overheads.
People plan the meals they are going to cook at most a day in advance.
People frequently watch cooking shows & recipe videos on YouTube to provide something special for their families.
People are very aware of the price different platforms offer and switch platforms based on the price as well as discounts.
We along with the stakeholders spent around 7 weeks exploring solution spaces and gradually narrowing down on the hierarchy of information on the primary screens at the same time adding fidelity to each screen one week at a time.
Onboarding users to the concept of micro delivery
Order by 11am, Get by 7am. Since most users are new to the micro delivery model, it was very important to give the context that there will be no interaction with the delivery executive.
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, and has never been done before.
Deliveries on Autopilot
Items that users need everyday can be easily subscribed with a highly customisable scheduling process with the ability to pause subscriptions
5000+ Stock Keeping Units
Supr Daily now has more than just milk. The home page helps the user to browse and discover different categories and collections.
Typography & Color Palette
Clean fonts, easy on the eye colors making the products on the platform the hero
More visuals and less text for ease of use
“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.”