Suprava Saha000
Back to home

01 / 06

Festive Personalisation for Food Delivery

Problem Statement

Design a food delivery experience that drives higher sales through contextual offers, seasonal triggers, and engaging food discovery, while keeping onboarding and ordering simple, fast, and effortless.

The experience should adapt to festivals, birthdays, weather, and user preferences, using strategic food listings and visual design to create timely purchase triggers.

UX/UI Case Study

User Journey

A seamless food delivery experience from discovery to delicious orders.

  1. Onboarding

    Create account and set your location.

  2. Home

    See what’s relevant for you.

  3. Explore

    Find the right meal or restaurant.

  4. Selection

    Customize your order.

  5. Checkout

    Place order and make payment.

  6. Tracking

    Track in real-time and stay informed.

Conversion Loop

From Momentsto More Orders

  1. Contextual triggers
  2. Food discovery
  3. Personalisation
  4. Order
  5. Re-engagement

Market Research

Understandingthe Food DeliveryLandscape

We analysed the Indian food delivery market, its key players, user behaviour and emerging trends to identify opportunities for a more contextual and engaging experience.

India’s Online Food Delivery Market

₹62,000 Crin 2024

17%CAGR(2024–2028)

  • 220M+Food delivery users in India
  • 2.8B+Orders placed annually
  • ~30%Share of total food service market
  • 2.5xGrowth in Tier 2/3 cities

User Behaviour in India

Key insights on when, what and why users order food.

  • 2.5Orders per user per month
  • 60%Orders during lunch & dinner
  • 75%Users prefer mobile apps
  • Tier 1 citiesContribute to ~65% of total orders

Key Trends Shaping the Market

  • Festivals, birthdays and special occasions drive higher order volume.
  • Weather and time of day influence food choices.
  • Growing demand for healthy, home-style and regional food.
  • Rise of quick commerce and instant food delivery.
  • Increased adoption in Tier 2/3 cities with a wider variety of cuisines.
Market ResearchUnderstanding the Market

Market Research

Market Leaders& Opportunities

A look at the leading food delivery platforms in India, what they offer, and key gaps we can explore.

GoodFoodBrighterDays

Market Leaders

Comparing the key food delivery platforms in India.

zomato

Market Leader
  • Wide restaurant network
  • Zomato Gold, dine-out
  • Strong brand & loyalty
  • Hyperlocal & quick delivery

Swiggy

Major Player
  • Fast delivery & wide reach
  • Swiggy One membership
  • Strong in Tier 2/3 cities
  • Multiple services (Food, Instamart, Dineout)

toing

Emerging Player
  • Home-style food & tiffins
  • Subscription meal plans
  • Focus on healthy/home food
  • Niche and growing user base

Other Players

  • zepto
  • blinkit
  • eatsure
  • Quick commerce + food
  • Niche focus (healthy, cloud kitchens, office meals)
  • Growing but limited reach

Key Insights

What we learned from the market and users.

  1. 01Offers & discounts are a major purchase trigger.
  2. 02Users order more during festivals, weekends and bad weather.
  3. 03Visual appeal of food significantly influences click-through and orders.
  4. Fast, simple onboarding and checkout improves conversion.
  5. There is growing demand for healthy, home-style and regional food options.

Opportunities for Our App

Key areas to differentiate and drive higher orders.

  • Contextual CampaignsFestival, birthday, weather-based offers & recommendations.
  • High-Impact Visual DesignEngaging food listings, banners and seasonal themes.
  • Effortless OnboardingQuick location setup and personalised experience.
  • Curated & Trending FoodHighlight popular, local and seasonal cuisines.
  • More Moments to OrderTargeted nudges, timely offers and re-engagement.
  • Expand Beyond MetrosCater to Tier 2/3 cities with local cuisine and home-style food.
Market ResearchCompetition & Opportunity

See It In Action

A quick look at how easy, fast and delightful it is to order your favourite food with Vegverse.

  • Home screen: search, the Best Offer banner and popular cuisines
  • Home screen: trending dishes and the Super Sale banner
  • Home screen: reorder, brands and services, and picks for you

What did you assume about how people decide what to eat, and how did that shape your decisions?

I assumed most users arrive with a mood, not a specific dish, and that too much choice slows them down.

So I led with a few strong, personalised suggestions and kept rating, ETA and price in the same place on every card, so comparing takes a glance.

Where did you reduce steps or complexity, and what risk does that introduce?

I brought reorder and saved payment methods forward, so a repeat order is just a couple of taps.

The risk is users paying without reviewing the total, so the full bill with every fee is always visible before the final confirmation.

How did you handle abandoned carts, and why that approach over alternatives?

The cart is saved automatically and a single, timely reminder brings users back to exactly where they left off.

I chose this over aggressive discount pop-ups, which train people to wait for offers and erode trust in the price.

What is the one decision in your design you are least confident about, and how would you validate it?

I’m least confident about showing fewer restaurants upfront — it speeds up decisions, but some users enjoy browsing.

To validate it, I would A/B test time-to-order, conversion and repeat rate against the full list.

© All rights reserved | 2026Designed by Suprava Saha
PLAY