Applied Design thinking in a case study.

1. Freshios
Safe food – be safe, be healthy, be well
SUBRAT KUMAR DASH

2. Introduction
Retail E-Commerce (B2C): Find
relevant user personas and build
a plan for new features , that we
proposed, validated and
implemented using Design
Thinking

3. Current
Market
Situation
Customers use multiple grocery apps such as
BigBasket, Amazon Fresh, Grofers, Jio-Mart
For Daily groceries customer use FTH Daily/Milk
Basket/BBDaily
Most the Daily groceries have Huge SKU, both
support placing one time order and subscription,
lot of payment option, Own delivery time.
Manage order/Cancel Order/ View Order History
/Update Address/Schedule are available.
Margin: 8-20% Avg. Order Value : 1500 app/Website Avg. Order Value: 60-100 on Daily Groceries

4. Busy Bharti
30-40 Years old living in Tier 1/Tier 2 Cities
Marital Status: Married
Education: Master
Income: 15L-30L Per Annum
Dietary preference: Veg/Non-Veg
I want everything safe, healthy and fresh, with less
effort.
Goals
Expectations
• Want to healthy, successful and happy in the life. She prefers to buy fresh
vegetable/fruits and groceries daily at his doorstep quickly.
• Expects to get better qualities/fresh produced vegetable
• Expects to spend less time in ordering and returning process.
• Expects to have all item ready for next day cooking.
• Expects to all variety of vegetable.
Bharti comes from a middle-class family. He got married with 2 kids (4 and 1). She
is tech-savvy and cares about aesthetics and looks. She is very busy as working
professional with taking care of kids. Time for her is precious.

5. Online B2C App Login to the App Search for Sku SKU has cutoff time
Add SKU
for next
day
delivery
Checkout the cart Repeat for other SKU
Payment
Wait for the Delivery
Get the Item in door-step Accept or Reject the item
Customer Journey
Transaction End’s

6. Customer Empathy Map
Pains
Fears, Frustrations, Obstacles
Gains
Wants/needs, Measures of success
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What does he/she
HEAR?
From friends?
From influencers?
From their boss?
What does he/she
THINK and FEEL?
What really counts / Mayor preoccupations /
Worries and aspirations.
What does he/she
SEE?
Environment?
Friends?
What the market has to offer?
What does he/she
SAY and DO?
Attitude in public / Appearance / Behaviour toward others.
His/Her Name:___________________________
- Online ordering
vegetable qualities
are not good.
- Returning item is
extra steps.
- You can get good
discount by order
online.
- They deliver the
items in different
place
- Lot of sku In the
app to choose
from
- Confusing offers
- Product has no
qualities rating or
reviews.
- The delivery time
is fixed
- Is it right choice to order vegetable online.
- Is it safe to consume
- Am I missed the cut off time to order groceries
- - Anxious/Unhappy
I want easier way to order my daily item quickly
I want to clarify the few items
Talk to friend / Order once check qualities/ Missing cutoff means go
out and buy
Forget to add items to Cart before cut-off time
Stock out/Choosing the item need lot of time/ flexibility of daily deliveries
Piece of mind/ Relax/ Joy /Happiness /
Healthy and Safe lifestyle

7. What did you find out? Take a point of view:
Wishes and objects of “Bharti“:
What does she need?
Insights:
What are her feeling and motivations? What did
you hear between the lines?
Define Problem
I have met Bharati
I found out that she
has too busy a lifestyle to manage their orders daily and
order before the cut-off time and stock out scenarios
were two of the biggest pain points and It should be Safe
to consume.
I can help her/him through
Make it simpler to place daily orders (Non-Sub)
Help customers to remember to add items to Cart before
the cut-off time.
Reduce the frequency of stock out scenarios.
Assure the product is safe for consume.
Good scope for reducing customer’s daily workload &
anxiety
Safe Order Before
Cut off
No Stock
Out
Quicker
ordering
Assurance of Safety Busy Lifestyle
Forget = Extra work
Stock Out = Afraid of
Wrong Decision

8. 8
Problem
Statement
How might we simplify the
user experience
For Busy Lifestyle customer
So that they feel safe, quickly
order and don't miss to order
in time

9. Lateral Thinking
9
Eliminate Divide Combine Automate
Value for
Money
Don’t let them
spend time on
finding item
Notify Busy Customer for SKU
cut off
Choose Delivery time as per
your need
Message SKU safe to consume
Suggest and Auto Add the
product
Comfort No Cut off time Divide Normal Customer flow
and Busy Customer Flow
Personalize Customer
Experience
Voice Activate addition with
current manual addition
Plan the entire week of
item in one specific day
Peace of
Mind
No Stock Out
Remove Unsafe
product
Alternate Safe Stockout
option
Delivery for adding item after
cutoff
Remind next day
schedule with suggested
product

10. Clustering of Ideas
10
Operational UX Behavioral Changes Advance Technology
No Cut off time Don’t let them spend time
on finding item
Remind Busy Customer for
SKU cut off
Voice Activate addition
with current manual
addition
No Stock Out Divide Normal Customer
flow and Busy Customer
Flow
Suggest and Auto Add the
SKU
Different app for different
customer Segment
Alternate Safe Stockout
option
Remind next day schedule
with suggested product
Plan the entire week of
item in one specific day
Remove Unsafe SKU
Choose Delivery time as
per your need
Message SKU safe to
consume
Delivery for adding item
after cutoff

11. Applied Idea Filter
UX
Operational
Increase in revenue
Cost of business development
Leverage existing infrastructure
Advance
Tech
Behavioral
Changes
Advance
Tech UX
Behavioral
Changes
UX
Behavioral
Changes

12. Ideas worth pursuing
12
Operational UX Behavioral Changes Advance Technology
No Cut off time Don’t let them spend
time on finding item
Remind Busy Customer
for SKU cut off
Voice Activate addition
with current manual
addition
No Stock Out Divide Normal
Customer flow and
Busy Customer Flow
Suggest and Auto Add
the SKU
Different app for
different customer
Segment
Alternative Safe
Stockout option
Remind next day
schedule with
suggested product
Plan the entire week of
item in one specific day
Remove Unsafe SKU
Choose Delivery time
as per your need
Message SKU safe to
consume
Delivery for adding item
after cutoff

13. 13

14. 14

15. 15

16. What worked / got positive
feedback)?
What new ideas came up? Open questions / areas for further
research?
What did not work / needs to be
improved?
Feedback Template
Daily reminders on the next day’s
schedule
Adding item new item push me to
normal flow / How to update quantity
How long customer need to shop to get
recommendation from shoppie
Adding product through voice
Pre-populated items for the entire
week in an intuitive calendar view
Is it possible to integrate with
calendar or Alexa
Is there a way I can rearrange
How it will work if I am a new user

17. Next Step
17
Do 5-10 number
of interviews
with people
having similar
pain point
Test an
improved
version of
prototype with
additional
stakeholders.

18. 18
SUBRAT KUMAR DASH
THANK YOU OPEN FOR QUESTIONS?