As per the present scenario of Covid, People are preferring to buy groceries and vegetables online which will be delivered to their home rather than going out. So we want to make this application a little convenient for older people as well.
Since there are a lot of features inside the swiggy application like restaurant, instamart, Genie.Lets assume we will focus on Swiggy Instamart
Swiggy Instamart is used to order groceries or vegetables online which will be delivered at our home
Let's look at our target audience for this -
Lets segment customer based on age-
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0-16yrs- mostly school students, staying with their parents and depending on them
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17-24 yrs- Mostly college students staying either by themselves or in Hostel or with family
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25-50- Mostly working professionals
50 -senior citizen , at the early stage of retirement and retired
Since 60 yrs is the ideal age of retirement in India and considering life expectancy of people to be mostly 80, we can assume our segment to fall above 50 yrs age group.
Of which most would be staying with their family and most of them would be staying independently by themselves away from their kids.
Here, we are focussing on people who fall above the 50 yrs age group and staying independently by themselves.
Let's focus on the Pain Points of our target customer -
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The quality of vegetables/fruits are not guaranteed online. The way they can see and confirm that these are good quality or not at stores.
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Swiggy shops are hidden. We have no guarantee on the freshness or packaging.They get their groceries from reliable stores and who have a physical aspect or appearance.
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They might feel it's more costly to order, since there will be different delivery charges. And also at some vegetable vendors, they can bargain , they cannot bargain or nobody to ask if this is a good quality or not
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They are often not familiar with the vegetable's English name, at times they are more familiar with the name of a few vegetables in their native language name.
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Some people don't use this feature because t It doesn't take cash on delivery always, and some people are not accustomed with phone wallet or card payment. Although there is a cash on delivery option, it doesn't work most of the time.
Looking at the above pain points of the users, here are a few proposed solutions.
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Since People are not able to rely on the quality of vegetables delivered, we can have a feature which can tell the number of customers who have already purchased for each vegetable/fruit /grocery. That will create a trust in the minds of customers to purchase more.
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We can have a feature in the swiggy app to choose/search for language , which will be just below the search for items box.In that case if a user choses a language, then inside the instamart the vegetables /groceries will be shown with both the names in english and with the native language.
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Cash on delivery should be a prime focus, we can have cash on delivery options so that it will be convenient for older people to order more.
Based on the above solution, I will go with one prioritize solution -
I will go with implementing the second and third point, since that will make it convenient for the customers to prefer this feature, since they can understand the vegetable name. Also cash on delivery makes the payment process easier for the customer.