Deep-Diving into User Thoughts: Conducting In-Depth Interviews

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Problem Statement — As the Product Manager of Swiggy, my task is to help the platform increase customer loyalty and retain users. The founder of Swiggy, Harsha, has noticed a decline in users who are migrating to other food delivery platforms. To better understand the user’s pain points and requirements during the building process, you are assigned to conduct in-depth interviews with at least five users.

My assignment includes designing a guiding questionnaire for the in-depth interviews, conducting the interviews, and providing transcripts of the conversations. Finally, you are required to compile insights from the discussion into a two-page report.

Task List:

• Develop a questionnaire for the in-depth interviews
• Conduct at least five in-depth interviews with Swiggy users
• Provide transcripts of the conversations
• Compile insights from the discussions into a two-page report

Disclaimer: It is important to note that this is purely for educational purposes.

My Approach

As a Swiggy PM, the strategy is to gather data to attract back users who were previously regular Swiggy customers but have decreased their purchases over time. However, since I don’t have access to such data, my approach was to identify appropriate user personas who are likely to be regular Swiggy users. Therefore, I selected five users from different cities who are predominantly working professionals.

Guiding Questionnaire for In-Depth Interviews with Swiggy Users

1. How often do you order food online?
2. Which food delivery platforms have you used in the past six months?
3. What made you choose Swiggy as your preferred food delivery platform?
4. What are the reasons for not using Swiggy as frequently as before?
5. What improvements or features would you like to see in Swiggy to continue using the platform?
6. Have you experienced any issues with Swiggy’s customer support? If yes, can you share your experience?

In-Depth Interview Transcripts:

Interview 1

Interview 1 was conducted with Rohit, who resides in Mumbai and works as a Sales Executive at Netcore.

Q1: Hello Rohit, how have you been doing?

Interviewee 1: I’m good, how about you?

Q2: I’m doing good too, thanks for asking! How is everything going on?

Interviewee 1: Was occupied with a lot of work — the usual deal.

Q3: Yeah, I can understand. So do you need to go to work or still WFH?

Interviewee 1: It depends on the day, as the company follows a hybrid workplace model.

Q4: How is your usual schedule like?

Interviewee 1: Pretty busy. There is work, then meetings… then more meetings.

Q5: I understand what you’re saying. Given your schedule, how do you go about managing your meals?

Interviewee 1: Whether I cook or order food depends on whether I’m at home or not. If I’m at the office, I usually eat out.

Q6: How often do you order food online?

Interviewee 1: I think… I order food online at least twice a week.

Q7: Which food delivery platforms have you used in the past six months?

Interviewee 1: I have used both Swiggy and Zomato, but mostly Swiggy.

Q8: That’s wonderful. Could you please share what factors influenced your decision to select Swiggy as your favored food delivery platform?

Interviewee 1: I like the variety of restaurants and the delivery time is quick.

Q9: What are the reasons for not using Zomato as frequently unlike Swiggy?

Interviewee 1: Sometimes the delivery takes longer than expected, and there have been a few instances where the food was not fresh.

Q10: Have you experienced any issues with Swiggy’s customer support? If yes, can you share your experience?

Interviewee 1: No, I have not had any issues with customer support.

Q11: Okay, is there any improvements or features would you like to see in Swiggy to continue using the platform?

Interviewee 1: I would like to see more options for customization of the food orders.

Insights from the Discussions

After conducting in-depth interviews with five Swiggy users, the following insights were gathered:

1. Most users preferred Swiggy due to its wide range of restaurant options and reliable delivery service.
2. Users reported that they often consider factors such as delivery time, food quality, and pricing when choosing a food delivery platform.
3. Users found Swiggy’s user interface to be user-friendly and easy to navigate, but some users reported that the app could be slow at times.
4. Overall, users rated the quality of food delivered by Swiggy to be good, but some users reported issues with incorrect food or late delivery.
5. Most users preferred to pay for their Swiggy orders online, either through card payment or digital wallets.
6. Users who had interacted with Swiggy’s customer support reported mixed experiences, with some users praising the responsiveness and helpfulness of customer support and others reporting delays in issue resolution.
7. Some users suggested improvements such as faster delivery times, more accurate order tracking, and better offers and discounts.