90M+
Active users of the app
+20
Featured media pieces
+15K
Social media impressions
+8%
increase in app opens
Pepsi x T20 Deals Page
opportunity
User research with 12 active customers revealed a not-so-surprising pattern: 75% checked the app multiple times during delivery windows, compulsively refreshing every ~12 minutes track their order or because they were bored or anxious.
Follow up questions uncovered an emotional gap in the experience. Users appreciated discounts but didn't feel connected to the brand. They wanted to be entertained along the process. As one user put it, "Every food app does the same thing."
What happens after the user places their order?
"I kept opening the app to see where my food is. It felt so boring."
Insight to North Star
Turn idle time after transactions into memorable experiences.
user quotes
I found that users craved moments of surprise and delight beyond discounts. Since they’re already loyal to the app, they assumed it shouldn’t be hard to be provided with a different experience than the rest of the market.
goals
Goals were developed basing the project's hypothesis on converting user needs to delight by:
🤩
Quickly transforming idle moments into delightful experiences strengthening brand affinity
⚽️
Increasing session engagement time through playful interactions and informative content
🛍️
Driving spontaneous orders by creating browse-worthy content
🍿
Reducing perceived wait time through entertaining diversions
What I did
I designed for three idle moments: the browsing decision, the delivery wait, and the post-order high. Each became a gamification opportunity with a different mechanic and addressing different goals.
01 · scalable campaigns
Overview
To encourage users to make new choices and support the volume and variety of campaigns on Swiggy, we developed a modular component system. Each component was designed to adapt across different partnerships and cultural moments, while subtly nudging users to be more adventurous.
component layout proposed
master header implemented
Ideation
Creating a foundation system for subsequent campaigns, allowing new content to be produced with more efficiency without starting from ground zero everytime.
ideating each component and its function
What Shipped
component style guide for a Netflix release
02 · games and more
Overview
A time-limited, "Where's Waldo" style game where users spotted hidden elements across the screen to unlock instant discounts gamifying the browse experience and driving exploration. These games were developed to be easily adapted as per occasion with a design system library and instructions.
Task Success cards
Shipped Screens
Adpated Visuals
03 · the de icon
The Idea
Transform the standard delivery tracker into a personality-driven experience with diverse, illustrated delivery executive characters that users could relate to and root for.
The Reward
Each DE icon is collectible. Tied to live events, film releases, and cultural moments, completing a set of 'x' unlocks a discount, turning the delivery tracker from a wait into a game worth playing.
reward card for DE collectibles
Personalised location+event specific DE Icons
What users say online
key learnings
Delight as a business decision: Every gamification feature had to earn its place by moving a metric. Working within Swiggy's ecosystem meant understanding that delight without retention impact doesn't get shipped.
Designing for scale and scalability: With a platform of 90M+ users and a constant stream of campaigns, one-off solutions aren't viable. The modular component system we built meant future campaigns could move faster without sacrificing consistency.
A strong brand system isn't a constraint: Working within Swiggy's visual language pushed the creative thinking into behaviour and interaction design. The best ideas on this project came from asking what the system could do and do well.
Consumer behaviour is humbling: What works in a usability test doesn't always hold when millions of people interact with something in unpredictable contexts; hungry, impatient, etc. Designing outside of the happy path is a non-negotiable part of the process.
let’s chat!
