Increase Engagement in Quick Delivery App

Task

Develop a product proposal outlining a new feature or improvement for the grocery shopping app.

Assumptions for Task

• The grocery app is for India only.
• Let's say the grocery app is the Blinkit app where the groceries come from a warehouse nearby.
• Assuming here the engagement is the Number of Order Delivered per user per Month
• Assuming that the engagement directly affects the company's revenue.
• The company has money to experiment with different models and different form of revenue stream
• Assuming the app is already installed on the mobile

Problem Statement

As a user, buying products featured in videos or reels is challenging. Switching to a separate grocery or e-commerce app to search for the right products and place an order disrupts the viewing experience. This process increases cognitive load, creates hassles in finding the exact product, consumes time, and ultimately interrupts the flow of engagement with the content.

As a creator, monetizing product showcases in videos is limited to affiliate marketing, which can be cumbersome. First, creators have to find the affiliate link and attach it to the video, but most users don't check the descriptions. This results in missed opportunities for both creators and Blinkit, as the cumbersome purchasing process discourages users from completing their transactions, leading to lost potential sales.

User Persona

User Persona 1:

Name: Riya Sharma
Age: 32
Occupation: Marketing Manager
Location: Bangalore, India
Household: Lives with her husband and 5-year-old son

Technology Use:

• Devices: Smartphone (iPhone), Laptop (MacBook Air)
• Apps: Instagram, YouTube, Blinkit, Swiggy
• Tech Savviness: Proficient with technology, uses apps for convenience and time management.

Background:

Riya is a busy marketing manager who loves cooking on weekends. Balancing work and household duties leaves her little time for meal planning and grocery shopping. She often finds new recipe ideas through cooking videos and food reels on social media.

Goals:

• To prepare delicious, restaurant-style meals at home with minimal effort and time.
• To find and purchase all the necessary ingredients quickly and easily.
• To streamline her grocery shopping experience, making it less time-consuming and frustrating.

Frustrations (Pain Points):

• Time-Consuming Process: After watching a cooking video, Riya finds it frustrating to manually list down all the ingredients, search for each one on the Blinkit grocery app, and add them to her cart. This process is particularly tedious when the recipe has multiple ingredients, some of which are not commonly found in her kitchen.
• Cognitive Load: The need to switch between apps, remember the ingredients, and search for them increases her cognitive load, making the experience overwhelming.
• Disrupted Flow: The disruption of having to pause the video, switch to a different app, and then return to the video interrupts her flow and enjoyment of the content.

Needs:

• A seamless integration between the video content she’s watching and her grocery shopping experience.
• A feature that allows her to quickly add all the necessary ingredients for a recipe directly to her cart without switching apps or manually searching for each item.
• A simplified, time-saving solution that reduces the cognitive effort required to plan and shop for meals.

Motivations:

• Convenience: Riya is motivated by convenience and values tools and features that make her life easier and save time.
• Passion for Cooking: Her love for cooking drives her to try new recipes, but she needs a hassle-free way to get all the ingredients without disrupting her daily routine.

Scenario:

Riya is watching a video on YouTube about how to cook Galawati Kebab. The recipe looks delicious, and she wants to try it out for dinner over the weekend. However, she’s already dreading the time it will take to list down all the ingredients, search for them on the Blinkit grocery app, and add them to her cart. She wishes there was a way to do this more efficiently, without disrupting her video-watching experience.

User Persona 2:

Name: Ankit Verma
Age: 28
Occupation: Software Engineer
Location: Hyderabad, India
Household: Lives alone in a rented apartment

Technology Use:

• Devices: Smartphone (OnePlus), Laptop (Dell XPS)
• Apps: YouTube, Instagram, Blinkit, Reddit
• Tech Savviness: Highly tech-savvy, spends a lot of time online both for work and leisure.

Background:

Ankit is a software engineer who spends most of his day coding and working on complex projects. During breaks, he often scrolls through short videos and reels on YouTube and Instagram to relax and unwind. He is always on the lookout for cool gadgets and tech accessories to enhance his workspace. However, his busy work schedule leaves him with little time to browse online stores or shop for these items, so he values efficiency and convenience.

Goals:

• To discover and purchase unique tech gadgets and accessories without interrupting his current activities.
• To find a seamless way to buy products featured in the videos he watches without having to switch apps or disrupt his flow.

Frustrations (Pain Points):

• No Direct Purchase Option: When Ankit sees a product, like a transparent mouse, in a short video, he gets excited and wants to buy it immediately. However, there is no direct way to purchase the item from the video, which forces him to either switch to the Blinkit app or search for the product online later.
• Distraction and Forgetfulness: With a hectic day full of tasks and responsibilities, Ankit often forgets to buy the items he saw in the videos. The lack of immediate action leads to missed opportunities and frustration.
• Hectic Workflow: Switching between apps or interrupting his video-watching experience to shop for a product is disruptive, especially when he’s trying to relax or focus on work-related tasks.

Needs:

• A quick and easy way to purchase items directly from the video without switching apps.
• A feature that allows him to save the product for later purchase with minimal effort, reducing the risk of forgetting.
• An integrated shopping experience that reduces friction and makes buying products more convenient during his busy day.

Motivations:

• Efficiency: Ankit is motivated by the need to make quick, efficient purchases without disrupting his workflow or relaxation time.
• Impulse Purchases: He enjoys the thrill of discovering new and innovative products and wants the ability to buy them on the spot.

Scenario:

Ankit is watching short videos during a break from work when a video showcasing a transparent mouse catches his attention. He’s immediately interested and wants to buy it, but the thought of switching to another app and searching for the product feels overwhelming after a long, hectic day. He considers saving the task for later, but he knows there's a high chance he'll forget to buy it altogether. He wishes there was a simpler, more integrated way to make the purchase without leaving the video platform.

User Persona 3:

Name: Sruthi Reddy
Age: 24
Occupation: Part-time Model
Location: Chennai, India
Household: Lives with a roommate

Technology Use:

• Devices: Smartphone (Samsung Galaxy)
• Apps: Instagram, Blinkit, Myntra, Pinterest
• Tech Savviness: Moderate; uses social media and e-commerce apps frequently but is not very familiar with advanced tech tools.

Background:

Sruthi is a young, fashion-conscious part-time model who loves staying up-to-date with the latest fashion trends. She spends a significant amount of time on social media platforms like Instagram, where she draws inspiration for her outfits and modeling gigs. While she enjoys online shopping and browsing through e-commerce apps, she isn’t very tech-savvy and struggles with using advanced tools like Google Lens for finding products. Her passion for fashion makes her eager to purchase items that catch her eye, but she often faces challenges in finding the exact products she desires.

Goals:

• To effortlessly find and purchase fashionable clothing and accessories that she discovers on social media.
• To improve her wardrobe with trendy pieces without spending too much time searching for them.

Frustrations (Pain Points):

• Difficulty Finding Products: When Sruthi sees a beautiful dress in an Instagram reel, she desperately wants to buy it, but the lack of a direct link or shopping option leaves her frustrated. She doesn’t know how to use tools like Google Lens to search for similar items, making it nearly impossible for her to find the dress.
• Limited Tech Skills: Sruthi’s moderate tech skills prevent her from efficiently finding and purchasing the items she sees online. She often gives up when the search process becomes too complicated or time-consuming.
• Missed Opportunities: Without the ability to easily locate and buy the dress, Sruthi feels like she’s missing out on enhancing her wardrobe with unique and trendy pieces that could boost her modeling career.

Needs:

• A simple, user-friendly feature that allows her to find and purchase the exact or similar dresses she sees in social media videos without needing advanced tech skills.
• An integrated shopping experience that connects her social media browsing with her favorite e-commerce platforms, enabling quick and easy purchases.

Motivations:

• Fashion Enthusiasm: Sruthi is highly motivated by her love for fashion and her desire to stay trendy. She wants to stand out in her modeling gigs and personal style.
• Convenience: She values convenience and seeks tools that make shopping for fashionable items easy and accessible, without requiring much effort or technical know-how.

Scenario:

Sruthi is scrolling through Instagram reels when she comes across a stunning dress that she absolutely wants to buy. However, there’s no link or information on where to purchase it, and she doesn’t know how to use Google Lens or other tools to search for similar items. Feeling frustrated and disappointed, she realizes she has no easy way to find the dress and ends up missing out on adding a new, trendy piece to her wardrobe. She wishes for a more straightforward solution that would help her shop for the fashion she loves directly from the social media content she consumes daily.

Hypothesis

• Enabling seamless purchases directly from videos or reels will increase the number of orders placed on our platform.
• Content creators could see a revenue boost of up to 20% through affiliate marketing.
• Engagement metrics, such as the number of deliveries per month and session count, will improve.
• Retention metrics like churn rate and Repeat Purchase Rate (RPR) will see positive growth.
• Customer Lifetime Value (LTV) is expected to increase as a result.

Assumptions

• We can develop extensions or add-ons to enable Blinkit app functionality on top of platforms like YouTube, Instagram, , and Snapchat.
• Alternatively, we can establish business partnerships with Meta, Google, , and Snapchat to integrate these features directly.
• Blinkit is committed to addressing all constraints and dependencies to make this integration successful.
• Our existing infrastructure can support the integration of real-time purchasing features without significant performance issues.
• The integration and data sharing between platforms will comply with all relevant privacy and data protection regulations.

Current Market

• India has 8 crore creators, including influencers, bloggers, and video streamers, building communities around their niches. ( source link )
• Among 1.5 lakh professional content creators, earnings range from Rs 16,000 to Rs 2,00,000 per month, depending on platform engagement. ( source link )
• Creators see a 2.0% engagement rate on affiliate links vs. 5.2% on . ( source link )
• 327 million people interact with Instagram reels monthly, making India the largest user base. ( source link )
• Reels receive 22% more interaction than standard video posts.
• The majority of Reel's audience is aged 25-34.( source link )
• Reels have an average reach rate of 30.81%, double that of other content formats. ( source link )
• Users spend an average of 1.2 hours watching reels daily. ( source link )
• Instagram is the favorite platform for global users aged 16-24, ranking higher than Facebook and . ( source link )
• Gen X is the fastest-growing age group on Instagram, with male users aged 55-64 increasing by 63.6% last year. ( source link )

The data suggests that reels are growing at a rate of 43% per year, and users are twice as likely to purchase products from reels compared to affiliate marketing. This indicates that creators shell potentially see a 20% increase in revenue by leveraging reels for product promotion.

Goal

User Side: When a user is scrolling through any social media app (YouTube, Instagram, Facebook, ) and comes across a short video, reel, or clip featuring a product they want to purchase or find similar items, they can do so seamlessly. Upon clicking a CTA (Call to Action) button within the video, the product will be added directly to their Blinkit Cart. The user can then easily review, add, or remove items from the cart before placing the order, streamlining the shopping experience and reducing the need to switch between apps.

Creator side: As a creator, you can easily integrate with Blinkit Shop by clicking on an "Integrate with Blinkit" option. This will provide you with product suggestions based on the content of your video, powered by AI to detect and match similar products. You also have the option to manually search for and select products to associate with your video. This integration allows you to seamlessly monetize your content by linking relevant products, giving your audience a direct way to purchase items featured in your videos.

User Journey

Buyer User Journey

Creator's Integration Flow

Creators Onbording Flow

Wireframe

Buyer Side

Creator Side Integrate

Functionalities

Buyer Side Functionalities

• The "Add to Cart" and "Checkout" buttons will only be visible for customers in selected pin codes and specific customer groups enabled by Blinkit.
• The "Checkout" and "Add to Cart" buttons will appear only when items are selected on the Product Listing page.
• The onboarding process remains the same as the existing one.
• On the desktop/laptop version, if a user signs up for the first time after selecting items, those items will be added to the cart following the current user flow.
• If a user closes the product listing page after clicking "Buy Now," the cart and data will not be saved.
• The recommendation of items on product listing page will be based on
  • Popular Combinations: Suggested items will be based on popular combinations with the selected items.
  • Time-Based: Recommendations will consider the time of day, e.g., breakfast items in the morning.
  • Location-Based: Suggestions will reflect popular items in the user's selected location.
  • Device-Based: Recommendations will be influenced by the buying patterns of devices connected to the same Wi-Fi.
  • Item Limit: The product listing page will display no more than 9 items at a time.
• If a user clicks "Add to Cart" or "Checkout" but drops off, they can complete all accumulated orders in the next session.
• Upon successful payment, the button will change to "Order Successful."
• User can also opt-out from this feature

Creator’s Intrigation Flow

• Only creators whose content is available in whitelisted pin codes and IP regions can integrate items with their videos.
• Users can view recommended items directly in the video and validate them.
• Alternatively, users can search for products or add URLs from Blinkit Shop.
• Once the user confirms the items, all confirmed products will be visible to them.

Creators Onbording Flow

• Users can sign up only for specific regions enabled by Blinkit.
• The onboarding process for Creator Marketing will be similar and take place on the same portal.
• Users can view all their products exclusively through the Blinkit Associate portal.
• To integrate with their Blinkit account, users will enter their Creator ID on their social platform.

Edge Cases

SCENARIO	SOLUTION
A user selects a product, but it's out of stock or unavailable in their region but available in nearby reagion	convey same by increasing the time interval and user have open to proceed forward or not
The video contains multiple items	Show all the items in recommendation to the creator.
A user starts the process on one device and continues on another (mobile, tablet, desktop).	If user added to cart then user can proceed from any device or Amazon portal also

Metrics

North Start Metrics for this Feature:

Number of Orders Delivered per User per Month via this feature

Engagement Metrics

• Click-Through Rate (CTR): Percentage of users who click on the CTA button in videos/reels.
• Conversion Rate: Percentage of users who complete a purchase after clicking the CTA.
• Session Duration: Time users spend on the platform after interacting with the CTA.
• Number of Sessions: Frequency of user visits initiated by the feature.

Sales Metrics

• Number of Orders: Total orders placed through this feature.
• Average Order Value (AOV): Average purchase amount from orders made via the CTA.
• Revenue Growth: Increase in revenue generated from this feature.
• Repeat Purchase Rate (RPR): Percentage of users who make multiple purchases via the CTA

Retention Metrics

• Churn Rate: Percentage of users who stop using the feature or the platform after initial use.
• Customer Lifetime Value (LTV): Estimated total revenue a user generates through this feature over time.
• Retention Rate: Percentage of users returning to use the feature again.

User Experience Metrics

• Friction Points: Tracking drop-off points or any issues encountered during the purchasing process.

Creator Metrics

• Affiliate Revenue Growth: Increase in earnings for content creators through affiliate sales.
• Creator Engagement: Number of creators using the feature and the frequency of their participation.
• Content Interaction: How often users engage with content that has the CTA enabled.

Operational Metrics

• Time to Purchase: Time taken from CTA click to order completion.
• Product Recommendation Accuracy: Effectiveness of AI in suggesting relevant products.
• Pincode/Region Activation: Tracking feature performance in specific regions where it’s enabled.

Marketing Message:

Turn your screen into reality—get the products you’re watching delivered to your door in just 10 minutes!

RIsk-Mitigation Plan

RISK	INDICATION	MITIGATION PLAN
If the creator chooses different item from what shown in video	Rentun/complaints of initial deliveries will more than 80%.	The Blinkit team will check video with the item
The item delivery and item in the video is similar but people not liking it	Rentun/complaints of initial deliveries will more than 50%.	Delink the item from the video
Users in non-whitelisted regions unable to access the feature	Traffic coming grom non-deliveriable locations	Check with the Social media partners' team
High rate of abandoned carts post-product selection	The time duration of Add to cart and Checkout is very high	Implement reminders and follow-up emails; if more than 10k amount of cart or 8 items
High error rates;	frequent user complaints about non-functional features	Perform thorough testing; set up a dedicated support team for issue resolution
Privacy Concerns from Users	Increased opt-out rates; negative feedback regarding data usage	Ensure transparency in data handling; offer clear privacy options
Overloading of Recommendation Engine	Slower page load times; inaccurate product suggestions	Optimize recommendation algorithms; monitor system performance regularly
Limited Product Availability in Certain Regions	Higher cart abandonment in certain regions	Expand inventory in targeted areas; adjust recommendations based on availability
A creator enters the wrong Creator ID while integrating with Blinkit	Increase complaints in not showing income in Dashboard	Ensure Blinkit Email ID/phone number and social media Email and numer are same

Competitive Analysis

	DELIVERY TIME	OPERATIONAL AREA	CATALOGUE	Product FEATURES(unique)	PRICE	availability	Social Features	User Experience
BigBasket	20 min to 2 hr	26 cities	15-20 categories groceries, fruits, vegetables, household essentials, personal care,	Daily Delivery ( BB Daily )	On MRP/Minimal Discount,Low Delivery fee	Very high variants and diverse products are available		5
Instamart	15 min to 1 hr	27 cities	8-10 categoriesgroceries, dairy, and personal care products	Search across food, Restaurants and Groceries,and Delivery tracking on map	On MRP/Minimal Discount,High Delivery and Platform fee	Most of the time few products are out of Stock	Handpicked Local Delights24*7 service	9
Zepto	10 min to 45 min	24 cities	10-12 categoriesgroceries, snacks, beverages, and fresh produce.		On MRP/Minimal Discount,High Delivery fees			8
Flipkart Grocery	3 hr to 3 days	50 cities	15-20 categoriesgroceries, household items, electronics, and more	Top Pick- Get product Reccommandation based on time and location	High Discount and Lowest Delivery Fees	Lowest price of the products for all categories	free product with a cart value of 800 amount.	7.5
Country Delight	Morning Deliveries, 30min-1hr	15 cities	3-4 categoriesof dairy and fresh farm products, covering	Membership Feature	Very High Price,Meagre/nil Delivery charge	Best and Fresh Products	Free Potato and Onion	7
Otiyp	Morning Deliveries	15 cities	4-5 categories,-mainly fruits, vegetables, and dairy.	Should Lab(nuterients) Report for every product	Higher than usual,₹6 Delivery charge	High availability	Flash Deals Everyday	6.5

Implementation Roadmap

Minimum viable product

Objective

Collaborate with local and popular creators in Bangalore to test the integration of a CTA button on Instagram that directs users to Blinkit, allowing them to add products to their cart directly from Reels.

Key Details:

• Duration: 1 month
• Number of Videos: 10 per week
• Budget: ₹1,00,000
• Location: Bangalore
• Creators: Focus on those promoting trendy and affordable products.

Process:

• Customize the existing CTA button on Instagram to integrate seamlessly with Blinkit, ensuring it's the only CTA in the video.
• When users click the CTA, they are redirected to Blinkit, where they can add the showcased product to their cart.

Success Criteria:

• CTA Click Rate: More than 60%
• Conversion Rate: More than 5% (differ for different product category)

Release Plan

To enable users to purchase items directly from short videos or reels on platforms like Instagram, YouTube, , and Snapchat, seamlessly integrating with the Blinkit app.

Phase 1: Planning & Research (Weeks 1-2)

• Key Activities:
  • Market research to validate user interest and potential ROI.
  • Technical feasibility study and scoping for platform integration.
  • Identify and onboard a cross-functional team (Product, Engineering, Design, Legal, Marketing).
• Deliverables:
  • Detailed project plan with timelines.
  • Defined KPIs for success.
  • List of potential dependencies and risks.

Phase 2: Partnership & Integration Development (Weeks 3-6)

• Key Activities:
  • Initiate discussions with Meta (Instagram, Facebook), Google (YouTube), , and Snapchat for API access and integration possibilities.
  • Develop extensions/add-ons or negotiate business deals for direct integration.
  • Design and prototype the user interface and purchase flow.
• Deliverables:
  • Finalised agreements with partner platforms.
  • A working prototype of the feature.
  • Initial version of technical documentation.

Phase 3: Alpha Testing (Weeks 7-8)

• Key Activities:
  • Internal testing of the feature with a small group of users (Blinkit employees or beta testers).
  • Collect feedback on functionality, user experience, and potential bugs.
  • Optimize the feature based on feedback and testing data.
• Deliverables:
  • Bug report and issue tracking.
  • Improved version of the feature based on initial feedback.
  • Updated technical and user documentation.

Phase 4: Beta Launch in Select Markets (Weeks 9-12)

• Key Activities:
  • Soft launch in select markets (e.g., Bangalore) with popular local creators.
  • Monitor user engagement, conversion rates, and platform stability.
  • Begin targeted marketing efforts to drive adoption.
• Deliverables:
  • Real-time data on user interaction and sales.
  • Marketing campaign performance report.
  • List of additional enhancements based on user feedback.

Phase 5: Full Rollout & Marketing Campaign (Weeks 13-16)

• Key Activities:
  • Expand the feature to other major cities in India and other key markets.
  • Launch a comprehensive marketing campaign across social media, email, and in-app notifications.
  • Continuous monitoring and optimization of the feature.
• Deliverables:
  • Full release of the feature across all target markets.
  • Detailed post-launch report, including key metrics and insights.
  • Updated roadmap for future iterations based on the initial launch success.

Phase 6: Post-Launch Support & Continuous Improvement (Ongoing)

• Key Activities:
  • Ongoing customer support and troubleshooting.
  • Regular updates based on user feedback and market trends.
  • Explore potential expansions of the feature, such as additional social media platforms or new content formats.
• Deliverables:
  • Regular performance and engagement reports.
  • Roadmap for feature enhancements and additional integrations.
  • Documentation and knowledge base for ongoing maintenance and new team members.

Dependencies Features and Logistics

Increase In Catalog	Increasing the catalog meets diverse customer needs, boosts retention, and drives higher average order value. It differentiates our platform from competitors, attracting more customers. Additionally, it allows us to quickly adapt to market trends, ensuring we stay relevant and responsive to changing consumer demands in a competitive market.	Catalog Team
Dynamic Inventory	We need to dynamically adjust our inventory to stay aligned with emerging trends and upcoming popular products. This approach ensures that our catalogue remains relevant and attractive to customers, offering them the latest and most sought-after items. By regularly updating our inventory, we can capitalise on trending products, meet customer expectations, and maintain a competitive edge in the market.	Catlog Team
Instant Delivery	Switching to instant delivery can significantly enhance customer satisfaction by meeting the increasing demand for speed and convenience. As competition intensifies, faster delivery times can be a key differentiator, driving customer retention and loyalty, and positioning the service as a preferred choice for consumers seeking quick and reliable access to products.	Delivery team
Collaboration	Collaborating with platforms like Google (YouTube), Snapchat, Meta (Facebook, Instagram), and for content creation enables us to tap into massive, engaged audiences, amplify brand visibility, and leverage the influence of creators. This partnership can drive higher user engagement, boost sales through seamless shopping integrations, and position our platform at the forefront of social commerce trends.	Management
Reccommandation	We need an advanced recommendation system that suggests items based on popular combinations, time of day, and location. Recommendations should also consider the buying patterns of devices connected to the same Wi-Fi. To maintain focus, the product listing page will display no more than 9 items at a time.	Engineering and Data Analytics Team