Prathima's Miles & Milestones

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Designing products for the long run — on screens and on trails

Licious | Product Review

Scenario

  • Licious needs a better conversion rate on the android app leading toward revenue
  • Licious needs a revamp of UI+UX in order to fetch monthly retainer of licious users
  • XYZ Design Studio needs a roadmap of tasks with a runway of 4 to 6 months
  • A few user delight gestures (where ever necessary)

Problem Statement

  • Licious is facing a drop in its usual conversion rate. ie., users visit the app but do NOT always end up ordering on the app
  • Licious has various drop-off points in the app which need to be fixed in the UI + UX revamp
  • Licious needs to retain its existing users & convert them to repetitive users
  • All categories with ample stocks are available in every serviceable location, yet few/no orders which lead to wastage
  • User delight features like Gamification, animations, and early deliveries stand beyond customer satisfaction in the android app which can increase sales and improve your brand reputation among current and potential customers.

Prioritized problem statement

  • Licious is facing a drop in its usual conversion rate. ie., users visit the app but do NOT always end up ordering on the app.
  • The screens need minor tweaks & enhancements to grab users’ attention & push them towards “Add to cart” & convert them into repetitive users.
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New launch / Enhancement with A/B testing

New launch

Deadline

  • Team size: 2 UI, 2 UX resources
  • The number of working days: 5 days a week barring public holidays
  • Buffer: 5 days
  • Timelines: 4–6 months

Resourcing

  • XYZ Design Studio + Development team

Assumptions

  • Geography: Bangalore
  • No changes in the product pricing (even with the existence of competitors)
  • No change in the Business model
  • Min orders per day: 20,000, Max projected: ~40,000
  • The logistics & the stock will be taken care of (hypothetically)
  • No compromise in the quality of deliveries
  • Licious app v8.5.1(220) has no tech glitches & no crashes on any phones
  • Occasional offers & Discounts provided for repetitive customers
  • All of the current features exist & no additional features during the revamp
  • UI changes are expected since the backend DB needs to remain unchanged
  • Theme & the branding remains unchanged

Stakeholders

  • Design Studio Team
  • Licious Team

Deliverables & process entailed

  • Mockups & Wireframes (once approved by Licious that the KPIs can change with this)
  • Designs & design architecture to be provided
  • Design sprints with the Licious team

Enhancements

  • To be decided post monitoring the app for 30, 60, and 90 days by the licious team.

UX suggestions

  • Categorization can be better
  • Information hierarchy optimization
  • Search can be improved
  • A confirm pop-up on the logout option
  • Too many interactions on a single card
  • Over usage of the horizontal scroll
  • New Feature suggestions (out of scope)
  • Refer & earn feature is missing altogether!
  • Order in bulk similar to Swiggy Jumbo is missing. Can be scheduled in advance similar to Uber’s Schedule ride with a future date & time.
  • Community feature for user-generated content of recipes with interactions the following interactions — like, comment, share, and save feature. Reference: Meesho.
  • Why? This can tremendously increase the user session of the app & increase retention due to the saved recipes.
  • Recommend recipes to friends (among fitness freaks) can bring in a new audience.

Addressing issues targeting the Problem statement with references

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