Product Critic #1 — Zomato

A Food Delivery App

Who doesn’t feel hunger when a notification pops up with a tempting food option during your snack(lunch/dinner) hour? I do experience this similar feeling daily. This has actually caused an interesting change in customer’s behavior, & Zomato has been working on these creative triggers which have added fun & have increased the rate of ordering.

But on my observation in the last couple of months, these are some areas where Zomato can still work on:

A — Intended Accessibility option

As a Pro member of Zomato, I have used two devices for logging in to the same account details(Me & My parent’s phone staying together). During the lunch hour if I have ordered something, then by mistakenly the app usually takes the delivery details automatically of my parents, as a previous order recipient details. A one-device sign-in option should be introduced, where a user can switch the device before ordering something. Zomato should allow its customer to add different accounts tied to a primary account.

B— In-App Engagement

We all receive a feedback notification for the delivery & food experience after our food delivery gets completed & the customer/user generally ignores filling it. Because nobody wants to put in that extra effort for a task that does not give any outcome (Law of Reciprocity Fails).

So, an unexpected reward should be tied to the task for which the user has to put some effort.

Applying Hook Model:

Trigger — A haptic trigger like vibration & a time-bound aural trigger can act as an external trigger while bringing in an element of FOMO can act as an internal trigger.

Action — feedback to be given for delivery & food experience.

Reward — Unexpected points on the scratch card, accumulating which, will give the customer some exciting offers (the reward of the hunt). This would also be tied up to the leaderboard (discussed in the next point).

Investment —Giving timely ratings & feedback for the delivery & food experience.

C— Community Building

I truly believe Zomato does a great job during the “order your food online” experience. But I believe a leaderboard-based customer ranking gives visibility in the f&b community & triggers bloggers to write more feedback & experiences (a topic for gamifying the experience).

Gamification for creating a customer engagement.

D — Delivery Details

Once the order is placed, there is no option to change a mistake made while entering the delivery details. Zomato needs to work on this touchpoint because flexibility in the process creates a good experience while rigidity brings in friction.

Waiting for Zomato to fix & works on the above points soon