DATA DRIVEN REFINEMENT
Once concept testing was completed, I turned to retention lift analysis to validate whether the proposed categories resonated with the broader NIU user base.
Hypothesis:
Promoting capability shortcuts will help Indian NIUs discover high-value features. Prioritizing relevant categories with new visual treatments will set the mental model for local search possibilities.
- Participants and Data Sample:
~ 1,000 novice users (NIUs).
Data collected over 4 weeks
2. Control Group: No visually enhanced categories or promoted shortcuts.
3. Test Group: Prioritized categories (e.g., Lodging, Transport) with visual enhancements (color-coded icons and dimensional illustrations).
DATA DRIVEN REFINEMENT
To identify high-impact categories for NIUs, I analyzed retention lift (RL) against session engagement across key search categories on the existing app.
→ Lodging and Transport demonstrated the highest retention lift, underscoring their importance for daily tasks.
→ Health and Food & Drink categories showed moderate retention lift and engagement.
→ Leisure, Shopping, and Education exhibited borderline retention lift.
DATA DRIVEN REFINEMENT
Based on the signals, the categories included Utility + Discovery Categories.
LOCALIZATION VALIDATION
Lastly, to ensure the app resonates with NIUs in India, I conducted localization validation to test the effectiveness of language translations, cultural relevance, and iconography.
This phase aimed to enhance accessibility and ensure the app’s interface aligns with users’ linguistic and cultural preferences by conducting a concept test around regional terminologies.
→ Language Validation
→ Cultural Alignment
→ Regional Accessibility
Impact…
IMPACT ON BUSINESS
The combination of localization and capability shortcuts drove meaningful increase in user engagement and retention. Due to intuitive navigation and culturally relevant categories, NIUs started to engage more deeply & frequently with the app.
IN THE FIRST 60 DAYS SINCE LAUNCH
Of users actively engaged with prioritized utility shortcuts.
NIU’s on boarded on the app.
Users trusted to share the app with new users.
IMPACT ON USERS
NIUs can now navigate essential services in seconds, with culturally relevant shortcuts and regional language support!
Localized shortcuts and language support ensure a seamless, frustration-free navigation experience for NIUs
“ Seeing everything in Hindi makes it so easy…I don’t have to struggle to understand or find what I need!
Female, Infrequent Traveler
LAUNCH & OUTCOMES
Capability shortcuts powered a successful launch, transforming navigation and engagement for NIUs.
Key Outcomes & Results
- 45% of users actively engaged with prioritized shortcuts like Chemists and Petrol Pumps, validating their relevance.
- A 30% increase in user retention was achieved by combining intuitive navigation with culturally relevant design.
- 2% of users organically shared the app with new users, reflecting improved usability and trust.
What I Learned
- Trust Builds Retention: Designing with user familiarity in mind fosters confidence and loyalty.
- User Feedback is Invaluable: Iterative testing ensures alignment with real-world needs, making the app more intuitive.
Learnings…
Transforming Udaan into a Super App: Understanding user journeys in Food, FMCG & Fresh
PROJECT 1
Project Summary
Conducted in-person interviews to understand user behaviors and optimize the app’s information architecture, creating a more cohesive Super App.
Responsibilities
- Exploratory Research
- Design Recommendations
Timeline & Team
3 weeks of in-person research with a 2-person team conducted across three cities—Delhi, Bangalore, and Indore with 35 participants.
Client: Udaan
BUSINESS LANDSCAPE
Udaan has become India's largest B2B e-commerce platform, connecting small-scale retail shops to distributors across several categories.
It operates in sectors like Fast-Moving Consumer Goods (FMCG), Staples, Fruits and vegetables, and Pharmaceuticals.
- It acts as a crucial link between distributors and neighborhood Kirana shops, the small general or grocery stores that are common in India.
PROJECT SUMMARY
Udaan envisioned transforming its mobile app into a dynamic Super App by seamlessly merging the Food, FMCG, and Fresh categories into one unified experience… but first, let’s understand these categories:
Food category offers dried loose staples such as rice and grains
Fast-moving consumer goods [FMCG] category covers packaged foods and personal care products
Fresh category consists all fruits and vegetables
RESEARCH QUESTIONS
The primary goal of the research was to explore whether Udaan could transform its three food categories into a single food category in its subsequent app update.
The research questions included:
- What are the different user segments based on retailer types, and how do they interact with the app?
2. How do small retailers search for and purchase items, both online and offline?
3. What are their browsing, checkout, and payment behaviors on the Udaan app?
RESEARCH METHODOLOGY
I conducted a three-phase, in-person research study with 35 participants in three cities followed by open coding of data to fully understand small retailers’ behaviors and needs.
Phase 1:
Desk Research + Pilot Study
Semi-structured interviews and in-context observations were conducted in Bangalore with FMCG shop owners, and fresh produce sellers.
Phase 2:
In-Field Study
Card sorting exercises were implemented to investigate retailer mental models and how they order. Retailers were asked to categorize different product attributes (such as stock availability, price, and brand).
Phase 3:
Analysis of Field data
Open coding was used identify recurring themes and patterns in user behavior and preferences.
USER TYPES AND THEIR JOURNEY
Two primary user segments emerged:
Ravi Rathore: Price Conscious Retailer
Owns shops in Food + FMCG
Offline Journey
- Manages inventory daily and typically calls his trusted local wholesaler for restocking.
- Receives deliveries within hours, with negotiable bulk pricing that Udaan doesn’t always offer.
Online Journey (On Udaan)
- Browses Udaan by searching through categories or using specific product queries.
- Struggles with Udaan’s auto-suggest feature, which fails to show relevant results.
- Finds the checkout process cumbersome, especially when ordering from multiple categories.
Pain Points
- Inefficient search functionality.
- Long and complicated checkout process.
- Lack of flexibility in ordering loose quantities of staples.
M. Srinivas: The Speed-Driven Fresh Seller
Owns shop selling Fresh Food
Offline Journey
- Visits the local vegetable market every morning to check prices and availability.
- Prefers the market for immediate purchases, but turns to Udaan if the local market has high prices.
Online Journey (On Udaan)
- Regularly places small, frequent orders through Udaan’s Fresh category.
- Encounters issues with Udaan’s long product lists and inconsistent stock availability.
- Items often marked unavailable after placing an order, disrupting restocking efforts.
Pain Points
- Slow delivery times for perishable goods.
- Inconsistent stock availability on the platform.
- Lengthy product lists, making it difficult to find items quickly.
RESEARCH FINDINGS AND RECOMMENDATIONS
RECOMMENDATION 1:
NEED FOR ENHANCED SEARCH & DISCOVERY OPTIMIZATION
Users need a fast, efficient search experience that prioritizes product availability and price, minimizing browsing time and maximizing profitability through quick decision-making.
I need to find products quickly. Sometimes the auto-suggest doesn’t work, and it’s frustrating when I have to retype everything. It takes more time than I can afford!
-Ravi
Enhancing the auto-suggest feature
Enhancing the auto-suggest feature with robust internal tagging allows users to find products with partial or misspelled entries
More intuitive sorting and filtering options highlighting important product selection criteria such as quantity, brand, and price improve the user search experience.
Implementing a persistent search box on all pages allows users to quickly access search functionality without navigating away, reducing steps during the purchasing process.
RESEARCH FINDINGS AND RECOMMENDATIONS
RECOMMENDATION 2:
INCORPORATE DYNAMIC & FLUID USER EXPERIENCE
A seamless user journey is essential, enabling quick category switching and easy filtering to reduce navigation friction and streamline the buying process.
Switching between categories feels like too much work. I want to easily move from fresh produce to FMCG without having to start my search all over again!
-M Srinivas
Allow users to effortlessly switch between categories (FMCG, Food, Fresh) without restarting searches or navigating away from the page.
Add a tappable Udaan logo to quickly return users to the homepage, enabling category switching without back-and-forth navigation.
Streamline the checkout process, reducing it to fewer, more efficient screens.
RESEARCH FINDINGS AND RECOMMENDATIONS
RECOMMENDATION 3:
INTRODUCE REORDERING AND RESTOCKING FEATURES
Simplified reordering is crucial, with 1-2 click features and personalized restocking suggestions, ensuring users can efficiently manage frequently purchased items and boost order consistency.
I need faster restocking features that allow me to reorder frequently bought items with just a click, saving time and effort…I don’t want to go back and order it again and again when I have so many customers to deal with.
-Ravi
Introduce a 1-2 click re-ordering system with tabs like "Buy Again," "Recent Orders," and "Frequently Bought Items.
Add a subscription option that offers incentives for frequently restocked items, improving user retention.
Implement an "Advance Order" tab on the homepage with discounts for pre-planned restocking to encourage proactive stock management and loyalty.
OUTCOMES & LESSONS
It became evident that merging the Food, FMCG, and Fresh categories into a single, cohesive experience for small retailers was not only recommended but essential for the success of Udaan’s Super App vision.
The formerly fragmented experience created friction for users who regularly shopped across categories, and combining them streamlined navigation and improved usability by an estimated 15%.
