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Insights on how people shop online with BigBasket & Croma and how to make payments easier and more user-friendly.
Insights on how people shop online with BigBasket & Croma and how to make payments easier and more user-friendly.
Insights on how people shop online with BigBasket & Croma and how to make payments easier and more user-friendly.
Qualitative . Usability . User Interviews . Unmoderated
Qualitative . Usability . User Interviews . Unmoderated
Qualitative . Usability . User Interviews . Unmoderated
About Company
About Company
About Company
Tata Neu is a multi-purpose super-app, developed in India by the Tata Group. It is the country's first super-app. The app was launched on 7 April 2022 by Natarajan Chandrasekaran, chairman of Tata Sons, coinciding with the start of an Indian Premier League match. It is an official sponsor of the 2022 IPL, as the tournament's primary title sponsor itself is the Tata Group. The app provides delivery services, online shopping, UPI payments, and flight and hotel bookings, among others.
Tata Neu is a multi-purpose super-app, developed in India by the Tata Group. It is the country's first super-app. The app was launched on 7 April 2022 by Natarajan Chandrasekaran, chairman of Tata Sons, coinciding with the start of an Indian Premier League match. It is an official sponsor of the 2022 IPL, as the tournament's primary title sponsor itself is the Tata Group. The app provides delivery services, online shopping, UPI payments, and flight and hotel bookings, among others.
Tata Neu is a multi-purpose super-app, developed in India by the Tata Group. It is the country's first super-app. The app was launched on 7 April 2022 by Natarajan Chandrasekaran, chairman of Tata Sons, coinciding with the start of an Indian Premier League match. It is an official sponsor of the 2022 IPL, as the tournament's primary title sponsor itself is the Tata Group. The app provides delivery services, online shopping, UPI payments, and flight and hotel bookings, among others.
Duration
Duration
Duration
1 month
1 month
1 month
Role
Role
Role
Lead User Researcher
Lead User Researcher
Lead User Researcher
Team
Team
Team
Design Team - 2 Visual Designer, 1 Product Manager, 1 Note-taker, 2 Client’s Product Team
Design Team - 2 Visual Designer, 1 Product Manager, 1 Note-taker, 2 Client’s Product Team
Design Team - 2 Visual Designer, 1 Product Manager, 1 Note-taker, 2 Client’s Product Team
Key tools
Key tools
Key tools
Google Forms, Sheets, Docs & Meet, Cogno AI, UserStudy, Grain, Notion
Google Forms, Sheets, Docs & Meet, Cogno AI, UserStudy, Grain, Notion
Google Forms, Sheets, Docs & Meet, Cogno AI, UserStudy, Grain, Notion
Background
Background
Background
Tata Neu has come up with new designs for its payment flows and has also introduced their own UPI called “Tata Pay UPI” where users can directly pay on the app without directing it to their traditional UPIs like Phonepe or gpay. The team wants to inculcate this design in all their Tata apps. So they want to test their design prototype and its navigation with real-time users. To start with they first want to test designs on BigBasket & Croma and get the user’s impression of the prototype.
Tata Neu has come up with new designs for its payment flows and has also introduced their own UPI called “Tata Pay UPI” where users can directly pay on the app without directing it to their traditional UPIs like Phonepe or gpay. The team wants to inculcate this design in all their Tata apps. So they want to test their design prototype and its navigation with real-time users. To start with they first want to test designs on BigBasket & Croma and get the user’s impression of the prototype.
Tata Neu has come up with new designs for its payment flows and has also introduced their own UPI called “Tata Pay UPI” where users can directly pay on the app without directing it to their traditional UPIs like Phonepe or gpay. The team wants to inculcate this design in all their Tata apps. So they want to test their design prototype and its navigation with real-time users. To start with they first want to test designs on BigBasket & Croma and get the user’s impression of the prototype.
Day 1 - 3
Day 1 - 3
Day 1 - 3
Research Planning
Research Planning
Research Planning
Research Objective
Research Objective
Research Objective
The objective of this research was to get direct insights from the users on their experience with the BigBasket and Croma payment flows.
The objective of this research was to get direct insights from the users on their experience with the BigBasket and Croma payment flows.
The objective of this research was to get direct insights from the users on their experience with the BigBasket and Croma payment flows.
Recommendations on the designs and prototype to make the experience better for the users.
Recommendations on the designs and prototype to make the experience better for the users.
Recommendations on the designs and prototype to make the experience better for the users.
To understand the behaviour and attitudes of the audience and the usability of the prototype.
To understand the behaviour and attitudes of the audience and the usability of the prototype.
To understand the behaviour and attitudes of the audience and the usability of the prototype.
Research Methodology
Research Methodology
Research Methodology
A mixed method with a qualitative and quantitative approach was used for the study. For the moderated approach, qualitative thematic analysis was chosen, and for the unmoderated approach, quantitative traffic light analysis was used.
A mixed method with a qualitative and quantitative approach was used for the study. For the moderated approach, qualitative thematic analysis was chosen, and for the unmoderated approach, quantitative traffic light analysis was used.
A mixed method with a qualitative and quantitative approach was used for the study. For the moderated approach, qualitative thematic analysis was chosen, and for the unmoderated approach, quantitative traffic light analysis was used.
This research method was chosen to see the difference in how the users could perform the task on the app when they are guided vs unguided.
This research method was chosen to see the difference in how the users could perform the task on the app when they are guided vs unguided.
This research method was chosen to see the difference in how the users could perform the task on the app when they are guided vs unguided.
1 to 1 usability testing was considered for guided user interviews while tasks were uploaded in the UserStudy tool where the users can perform the task unguided and give out their feedback and thoughts. For this traffic light thematic analysis was used to do the synthesis
1 to 1 usability testing was considered for guided user interviews while tasks were uploaded in the UserStudy tool where the users can perform the task unguided and give out their feedback and thoughts. For this traffic light thematic analysis was used to do the synthesis
1 to 1 usability testing was considered for guided user interviews while tasks were uploaded in the UserStudy tool where the users can perform the task unguided and give out their feedback and thoughts. For this traffic light thematic analysis was used to do the synthesis
Day 4 - 6
Day 4 - 6
Day 4 - 6
Participant Recruiting
Participant Recruiting
Participant Recruiting
Target participants
Target participants
Target participants
No.of participants: 10 moderated for guided 45mins interviews and 30 unmoderated for unguided performing the task.
No.of participants: 10 moderated for guided 45mins interviews and 30 unmoderated for unguided performing the task.
No.of participants: 10 moderated for guided 45mins interviews and 30 unmoderated for unguided performing the task.
Age: 21-24, 25-34, & 35-50
Age: 21-24, 25-34, & 35-50
Age: 21-24, 25-34, & 35-50
Gender: Male and Female
Gender: Male and Female
Gender: Male and Female
Location: Tier 1 and 2 from all regions of India
Location: Tier 1 and 2 from all regions of India
Location: Tier 1 and 2 from all regions of India
Income: Above 25000 INR
Income: Above 25000 INR
Income: Above 25000 INR
Occupation: Employed
Occupation: Employed
Occupation: Employed
Behaviour: should be using Amazon/Flipkart and/or Swiggy/BigBasket users
Behaviour: should be using Amazon/Flipkart and/or Swiggy/BigBasket users
Behaviour: should be using Amazon/Flipkart and/or Swiggy/BigBasket users
Participant Recruitment Process
Participant Recruitment Process
Participant Recruitment Process
For moderated, we needed fresh and new participants, so we started by making a Google form that had screening questions for the consumers to answer. Once that is done, the form links are attached to “ad managers” so that consumers can see them on their social media. The ad was approved with all the details we required and kept running for 3 days.
For moderated, we needed fresh and new participants, so we started by making a Google form that had screening questions for the consumers to answer. Once that is done, the form links are attached to “ad managers” so that consumers can see them on their social media. The ad was approved with all the details we required and kept running for 3 days.
For moderated, we needed fresh and new participants, so we started by making a Google form that had screening questions for the consumers to answer. Once that is done, the form links are attached to “ad managers” so that consumers can see them on their social media. The ad was approved with all the details we required and kept running for 3 days.
The form submissions were coming now and we had to filter out the participants using the Google sheet filter option. After the filtration vetting call was done with more in-depth and tricky questions so that it eliminates the risk of participants lying in the session.
The form submissions were coming now and we had to filter out the participants using the Google sheet filter option. After the filtration vetting call was done with more in-depth and tricky questions so that it eliminates the risk of participants lying in the session.
The form submissions were coming now and we had to filter out the participants using the Google sheet filter option. After the filtration vetting call was done with more in-depth and tricky questions so that it eliminates the risk of participants lying in the session.
For unmoderated we filtered out participants using criteria from our own “user panel” which had thousands of valid participants. We started vetting call personally to make them participate
For unmoderated we filtered out participants using criteria from our own “user panel” which had thousands of valid participants. We started vetting call personally to make them participate
For unmoderated we filtered out participants using criteria from our own “user panel” which had thousands of valid participants. We started vetting call personally to make them participate
Day 4 - 6
Day 4 - 6
Day 4 - 6
Interview Script
Interview Script
Interview Script
Contents of the interview script
Contents of the interview script
Contents of the interview script
Moderated: Starting with welcoming the participant, introducing our organization and briefing with the structure of the whole interview.
Moderated: Starting with welcoming the participant, introducing our organization and briefing with the structure of the whole interview.
Moderated: Starting with welcoming the participant, introducing our organization and briefing with the structure of the whole interview.
Asking for permission to record the meeting and making sure that their information is confidential.
Asking for permission to record the meeting and making sure that their information is confidential.
Asking for permission to record the meeting and making sure that their information is confidential.
Moving on to asking some open-ended questions on the grocery app and electronics app that they use.
Moving on to asking some open-ended questions on the grocery app and electronics app that they use.
Moving on to asking some open-ended questions on the grocery app and electronics app that they use.
After that, a couple of usability tasks were introduced to them to perform with the guidance of the moderator. As it was a prototype and not the actual app, probing was needed a lot.
After that, a couple of usability tasks were introduced to them to perform with the guidance of the moderator. As it was a prototype and not the actual app, probing was needed a lot.
After that, a couple of usability tasks were introduced to them to perform with the guidance of the moderator. As it was a prototype and not the actual app, probing was needed a lot.
Unmoderated: Starting with filling out some demographic details and then moving on to performing 5 tasks without the guidance of a grocery and electronics app.
Unmoderated: Starting with filling out some demographic details and then moving on to performing 5 tasks without the guidance of a grocery and electronics app.
Unmoderated: Starting with filling out some demographic details and then moving on to performing 5 tasks without the guidance of a grocery and electronics app.
Lastly, there were 3 overall and feedback open-ended questions for the participants about the prototype.
Lastly, there were 3 overall and feedback open-ended questions for the participants about the prototype.
Lastly, there were 3 overall and feedback open-ended questions for the participants about the prototype.
Day 4 - 6
Day 4 - 6
Day 4 - 6
Synthesis, Analysis & Insights
Synthesis, Analysis & Insights
Synthesis, Analysis & Insights
Analysis and Synthesis Process
Analysis and Synthesis Process
Analysis and Synthesis Process
Moderated: Note-taking was done side by side while I was moderating the session by one of the interns. If I felt like I need this part to be highlighted I used to pin the conversation then. Which made our analysis 50% easier.
Moderated: Note-taking was done side by side while I was moderating the session by one of the interns. If I felt like I need this part to be highlighted I used to pin the conversation then. Which made our analysis 50% easier.
Moderated: Note-taking was done side by side while I was moderating the session by one of the interns. If I felt like I need this part to be highlighted I used to pin the conversation then. Which made our analysis 50% easier.
At the end of the day I used to debrief with the intern about all the important insights that were coming out. Also going through the transcripts once more if we had missed any pointers
At the end of the day I used to debrief with the intern about all the important insights that were coming out. Also going through the transcripts once more if we had missed any pointers
At the end of the day I used to debrief with the intern about all the important insights that were coming out. Also going through the transcripts once more if we had missed any pointers
After the 5th interview, I started colour-coding themes using thematic analysis into affinity diagrams to make the process more actionable. This was done in a Google sheet where colour coding was done on the basis of priority.
After the 5th interview, I started colour-coding themes using thematic analysis into affinity diagrams to make the process more actionable. This was done in a Google sheet where colour coding was done on the basis of priority.
After the 5th interview, I started colour-coding themes using thematic analysis into affinity diagrams to make the process more actionable. This was done in a Google sheet where colour coding was done on the basis of priority.
Once the themes were ready, I started creating a notion report where the insights were segregated into different sections. I also provided lots of video evidence clips with subtitles in Hindi and English to back up my hypothesis and findings.
Once the themes were ready, I started creating a notion report where the insights were segregated into different sections. I also provided lots of video evidence clips with subtitles in Hindi and English to back up my hypothesis and findings.
Once the themes were ready, I started creating a notion report where the insights were segregated into different sections. I also provided lots of video evidence clips with subtitles in Hindi and English to back up my hypothesis and findings.
Unmoderated: After participants submitted their data in the UserStudy portal, it was time to watch all the videos and write down their thoughts, behaviors, and feedback.
Unmoderated: After participants submitted their data in the UserStudy portal, it was time to watch all the videos and write down their thoughts, behaviors, and feedback.
Unmoderated: After participants submitted their data in the UserStudy portal, it was time to watch all the videos and write down their thoughts, behaviors, and feedback.
But instead, to save time we played the video at 1.5x speed while reading the transcript and started putting down different colours in the sheet’s under each participant’s name and tasks to represent the understanding and completion of the tasks by the participants.
But instead, to save time we played the video at 1.5x speed while reading the transcript and started putting down different colours in the sheet’s under each participant’s name and tasks to represent the understanding and completion of the tasks by the participants.
But instead, to save time we played the video at 1.5x speed while reading the transcript and started putting down different colours in the sheet’s under each participant’s name and tasks to represent the understanding and completion of the tasks by the participants.
Green represents: could understand and successfully complete the task, Yellow represents: could partially understand and partially complete the task.
Green represents: could understand and successfully complete the task, Yellow represents: could partially understand and partially complete the task.
Green represents: could understand and successfully complete the task, Yellow represents: could partially understand and partially complete the task.
Red represents: couldn't understand the task or left the task in between.
Red represents: couldn't understand the task or left the task in between.
Red represents: couldn't understand the task or left the task in between.
Purple represents: technical issue.
Purple represents: technical issue.
Purple represents: technical issue.
Outcomes/Key insights
Outcomes/Key insights
Outcomes/Key insights
+75% of the users did not edit neucoins and straight away went for adding the HDFC card. It was not evident to them that neucoins amountcould be modified
+75% of the users did not edit neucoins and straight away went for adding the HDFC card. It was not evident to them that neucoins amountcould be modified
+75% of the users did not edit neucoins and straight away went for adding the HDFC card. It was not evident to them that neucoins amountcould be modified
~55% of the users were able to navigate to the “view all offers” section and make payments using the relevant card.
~55% of the users were able to navigate to the “view all offers” section and make payments using the relevant card.
~55% of the users were able to navigate to the “view all offers” section and make payments using the relevant card.
20% of the users mentioned that they wanted to use HDFC credit card and debit cards instead of the one under preferred payment mode.
20% of the users mentioned that they wanted to use HDFC credit card and debit cards instead of the one under preferred payment mode.
20% of the users mentioned that they wanted to use HDFC credit card and debit cards instead of the one under preferred payment mode.
+55% of the users experienced major confusion while selecting the AU bank no-cost EMI on a debit card. Users took several attempts in both unmod and mod but failed to perform.
+55% of the users experienced major confusion while selecting the AU bank no-cost EMI on a debit card. Users took several attempts in both unmod and mod but failed to perform.
+55% of the users experienced major confusion while selecting the AU bank no-cost EMI on a debit card. Users took several attempts in both unmod and mod but failed to perform.
Day 4 - 6
Day 4 - 6
Day 4 - 6
Report Submission, Correction and Presentation
Report Submission, Correction and Presentation
Report Submission, Correction and Presentation
Recommendations/Suggestions
Recommendations/Suggestions
Recommendations/Suggestions
Users can be provided with an option to use partial or complete neucoins, so that they are aware that they don’t have to use the entire amount of neucoins in one go.
Users can be provided with an option to use partial or complete neucoins, so that they are aware that they don’t have to use the entire amount of neucoins in one go.
Users can be provided with an option to use partial or complete neucoins, so that they are aware that they don’t have to use the entire amount of neucoins in one go.
Users need a clear indication that offers will be displayed inside the “view all offers” section as they are expecting offers on the payment options page itself
Users need a clear indication that offers will be displayed inside the “view all offers” section as they are expecting offers on the payment options page itself
Users need a clear indication that offers will be displayed inside the “view all offers” section as they are expecting offers on the payment options page itself
The label on the card “more EMI on cards” can be modified to make it easier for users to pick the correct option,
The label on the card “more EMI on cards” can be modified to make it easier for users to pick the correct option,
The label on the card “more EMI on cards” can be modified to make it easier for users to pick the correct option,
There should be helpful text or popup where the current balance of neucoins is displayed to inform users that the value of neucoins can be changed.
There should be helpful text or popup where the current balance of neucoins is displayed to inform users that the value of neucoins can be changed.
There should be helpful text or popup where the current balance of neucoins is displayed to inform users that the value of neucoins can be changed.
Challenges faced and how we overcame
Challenges faced and how we overcame
Challenges faced and how we overcame
One of the crucial challenges that we faced was that the prototype was not working for the majority of the participants. Which made our 45mins interview upto 1.5hrs.
One of the crucial challenges that we faced was that the prototype was not working for the majority of the participants. Which made our 45mins interview upto 1.5hrs.
One of the crucial challenges that we faced was that the prototype was not working for the majority of the participants. Which made our 45mins interview upto 1.5hrs.
Solution that we came up with was first to inform the participant to join the interview 15mins before so that we can test how the prototype was working and then we always had a designer from our organization’s product team to help us out technically in those 15mins.
Solution that we came up with was first to inform the participant to join the interview 15mins before so that we can test how the prototype was working and then we always had a designer from our organization’s product team to help us out technically in those 15mins.
Solution that we came up with was first to inform the participant to join the interview 15mins before so that we can test how the prototype was working and then we always had a designer from our organization’s product team to help us out technically in those 15mins.
At times there the prototype was taking more time to load than expected because the file size was huge. What we did was informed our organization’s designer to build a simple wireframe with just enough elements need for the testing. This helped to reduce the size of the prototype and made it easier for any device to open.
At times there the prototype was taking more time to load than expected because the file size was huge. What we did was informed our organization’s designer to build a simple wireframe with just enough elements need for the testing. This helped to reduce the size of the prototype and made it easier for any device to open.
At times there the prototype was taking more time to load than expected because the file size was huge. What we did was informed our organization’s designer to build a simple wireframe with just enough elements need for the testing. This helped to reduce the size of the prototype and made it easier for any device to open.
Deliverables
Deliverables
Deliverables
Research Plan
Research Plan
Research Plan
Participants demographics
Participants demographics
Participants demographics
Full participants video
Full participants video
Full participants video
Thematic, traffic light analysis and synthesis sheet
Thematic, traffic light analysis and synthesis sheet
Thematic, traffic light analysis and synthesis sheet
Insight and recommendation notion report
Insight and recommendation notion report
Insight and recommendation notion report
Quantitative analysis from all 40 participants
Quantitative analysis from all 40 participants
Quantitative analysis from all 40 participants
Interview script with tasks
Interview script with tasks
Interview script with tasks
Video evidence of the insights
Video evidence of the insights
Video evidence of the insights