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Redesigning Reordering Experience for Quick Commerce | (Case Study)

Design Strategy

Research

Zepto is an Indian Quick Commerce startup present across 10 major cities in the country, and delivers 3000+ products, including fresh fruits and vegetables, daily cooking essentials, dairy, health-and-hygiene products, etc., within 10 minutes.

Brief

“Redesign for the optimal Reordering Experience for a Q-Commerce App”

Ripping the Brief with 5 Whys

To better understand the brief, I explored the application to get a hint of the flows and navigation and then applied the 5 Whys technique to get to the root cause of the issue. This approach provided clarity, helping me determine the right direction and organize the sequence of tasks moving forward.

Understanding the Domain

In my research on grocery and food delivery apps, I found that users tend to stick with the same purchases repeatedly when shopping for groceries or household staples. They often have items and brands they rely on, making their shopping patterns pretty consistent.

These users are more focused on getting things done quickly (Transactional Intent), unlike traditional e-commerce shoppers with explorational intent. They just want to find what they need and place their order as fast as possible, without spending too much time looking around.

Understanding the Users - in depth

After understanding the domain and users' intentions with reordering, I explored real-life experiences by asking my friends to share their thoughts and try the reorder journey on various apps like Zepto.

Through testing, I found that users, who often repurchase the same items, rely heavily on the homepage as a quick way to complete their orders. When asked to reorder, many users searched the homepage for any helpful hints or shortcuts.
In fact, users during testing were just as likely to look for items to reorder on the homepage as in their account order history.

*I studied how users are buying and what all factors impact their buying behaviour.

USER 1

Frequent Reorderers

Behavior

These users frequently place similar orders (e.g., weekly groceries, household items).
They expect a fast, hassle-free experience and place high value on convenience and efficiency.

Behavior

These users frequently place similar orders (e.g., weekly groceries, household items).
They expect a fast, hassle-free experience and place high value on convenience and efficiency.

Challenges

If the platform does not evolve to anticipate their needs (e.g., personalized recommendations, loyalty rewards), they may switch to competitors.

USER 2

Occasional Reorderers

Behavior

These users reorder only when they have a particular need or when reminded (e.g, promotions or reminders for recurring needs)
They might delay reordering if prices or discounts change.

Challenges

If the price of previously ordered items increases without proper notification or explanation, they may abandon the order or switch to cheaper alternatives.

UX Audit

With a clear understanding of the users, I audited Zepto's reordering journey alongside direct competitors like BlinkIt and indirect ones like Swiggy. This helped me assess Zepto's current standing, gaps, and improvement opportunities.

Click here to see the full UX Audit

Key Takeaways

Reduce the number of steps to make the journey faster and easier. (Quick)
Make past orders easier to find, especially on the homepage. (Discoverable)
Consider the mental model of users—everyone has different needs. (Relevance)
Information needs to be well-organized and clearly disclosed. (Disclosure)
Give users control—let them easily modify order throughout the journey. (User Control)
Don’t waste space; nudging should be subtle and not take up too much real estate. (Visual Hygiene)
Create a sense of familiarity by using common patterns users recognize. (Familiarity)
Personalize the experience to make it feel tailored to each user. (Personalization)

How might we...

How might we reduce the number of steps to make the journey faster and easier ?
- Skip the product page when user is reordering.
- Proper disclosure of the information.
.

How might we make the past orders easier to find, especially on the homepage ?
- Add a section on homepage according to the user.
- Add an option to reorder the past orders/items in navigation menu making reorder accessible throughout the app.
- Introduce recently bought and frequently bought tags across app.
.

How might we consider the mental model of users, making the experience relevant ?
- Showing “Suggested items”, “Frequently bought” and “Buy again”
- Suggesting similar items if it goes out of stock or price changes.
.

How might we give users control ?
- Let users order the whole past order.
- Let users order individual items from the past orders.
- Let users see the new order details vs the previous order details.
- Let users add items from anywhere in the app.
.

How might we create a sense of familiarity ?
- Marking the previously bought items across the app.
.

How might we personalize the experience to make it feel tailored to each user ?
- Introducing personalized tags that match the factors affecting the behavior of the users.
- Adjusting the content according to the user. Keep the primary motivation priority.
- Push notifications

Wireframes

Key Interventions

After completing the wireframes, I progressed to designing the final screens, incorporating the insights and feedback gathered during the earlier stages. These insights played a crucial role in shaping the design decisions.

Click here to see the full Prototype

Home Page

Introducing a "Buy Again" section on the homepage, featuring personalized, frequently purchased items.
Items will be tailored to the user's buying patterns, considering external factors like time of day. Example: Morning purchases like milk will appear first during morning hours but won’t be prioritized at night.
Adapt to patterns like weekly, monthly cycles (e.g., pay cycle) and frequent purchase times.
Customize recommendations based on the user's active hours and most commonly ordered items at those times.

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Zepto

Reorder

New Reorder Page

Full Past Orders: Users can view and reorder their entire past orders, with a soft nudge to inform them about any changes in price or availability, ensuring they’re aware while reordering.
"Your Go-To Items" Section: This section displays the user’s frequently ordered items, offering quick access. Unlike personalized suggestions, it focuses on items the user regularly orders, streamlining the process and reducing search time.

Your go-to items

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Reorder

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Zepto

Reorder

Cart Page

After items are added to the cart, users will be notified of any changes in stock availability, prices, or offers.
If an item is affected, users will be provided with alternative suggestions to replace it.
These suggestions will gradually adapt based on the user’s preferences, whether they are more price-sensitive or brand-sensitive, offering a more tailored shopping experience.