“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 optimize 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? (We suggest ordering something this week and talking to the delivery executive. Document what you find and don’t forget to tip the executive!)*
1.What issues do you face during the delivery process?
2.How did you end up in this position?
3.How will you be rewarded for delivering the order on time versus not being delivered on time? |
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?
Saying- I will get penalized for not delivering on time, My ratings will fall if the delivery is delayed
Thinking-I have to complete my daily targets as soon as i can and get back to home safe,
What if my customer gives me bad rating.
Doing- Drives faster to deliver the order and Marking the order as delivered before time,
checking the maps for direction.
Feeling-Tensed, Stressed out. |
You have to optimize 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?
Ensure Delivery executive's safety
Penalizing during rush hours |
