UX Research, UX and UI Design, Usability Testing
Supr Daily is a daily subscription-based micro-delivery service focussed on monetizing every urban household’s morning errand routine. The product leverages the power of the milk railroad to deliver eggs, bread, fruits, veggies, and other groceries to the user’s doorstep by placing an order online by 11 pm to get groceries delivered by 7 am.
The product categorisation needed to ensure ease of use.
The user experience needs to build a positive perception towards a contactless delivery, ie, without the usual interaction with a delivery executive.
The design must emphasise and enable precision in address communication and location accuracy among first-time users.
We interviewed users who manage groceries on behalf of their family and were comfortable with mobile applications.
Insights From User Research
• They struggle to restock milk and fresh groceries every day due to constraints of time and money.
• They plan meals a day in advance.
• They buy a list of staples daily or every alternate day.
• They frequent speciality restaurants to experience a wider culinary spread.
• They consult cooking shows & recipe videos on YouTube to cook for the families.
• They are aware of price variations across platforms and are likely to switch loyalties for discounts.
Mapping functionality to problem statement and research
Supr Daily is not an on-demand grocery delivery app; instead, it’s a paid subscriptions service that delivers staples at a pre-decided fixed time every day. The onboarding flow was leveraged to communicate the service differentiation and set the right expectation from the very beginning.
Milk and dairy products are the USP of Supr Daily; hence, dairy as a category is prioritised and displayed ahead of all others. Subsequently, a distinct product categorization has been created for all other groceries in order to facilitate easy browsing.
We incorporated the teal colour palette and the modern font family ‘Cabin’ to offer a unique identity and an easily recognizable interface to the brand design. We used a combination of line icons along with illustrations to ensure the experience is a visually engaging one. At the same time, visual cues were expertly placed to ensure that the emphasis is always on the product.
We used expressive illustrations along with bold text to set the right service expectation in the onboarding flow and reduce drop-offs during the login process.
“Onething’s team was deployed at our HQ in Bengaluru for the due course. It helped us in multiple internal workshops and sprints to design, produce, test and iterate. Their team has a stunning ability to deliver in complex use cases. They use straight thinking and effective improvisation of design principles.”
Senior Product Designer, Swiggy