bigbasket ux case study

DevRev enhances BigBasket's UX and design for new feature rollouts

Last Updated   Jun 27, 2024

Headquarters

Bangalore, India

The company

BigBasket is India’s largest online grocery store. Its mobile apps offer retail solutions like subscription delivery, on-demand delivery, and vending machines. This case study focuses on BigBasket’s subscription delivery app called bbdaily. Millions in India use the bbdaily app to order household needs to their doorsteps every day.

The challenge

With a fast-growing user base and constantly updating features, BigBasket’s design team was entrusted with delivering the best experiences on the bbdaily app. However, the team didn’t have any tools to monitor user behavior, conduct UI/UX research, or carry out testing. Which led to the following challenges:

Limited insights into behavior and research

The mainstream app analytics tools were limited to metrics and charts, lacking any visual insights. Events did not reveal the complete picture behind the interactions. Whether it was UI/UX research or experiments on the Beta releases, the team’s capacity to improve the design continuously was slow.

UAT was a long and cumbersome process

User Acceptance Testing (UAT)—a core requirement at BigBasket—usually took more than 5 days to complete. This was because of the limitations in reaching out to customers by email and call. Very few customers participated in UATs, affecting the sample set.

Moreover, the process kept 5-7 designers blocked from doing any other tasks.

“The design team spent 400-500 hours of effort gaining insights for a design change without much outcome. UAT was rudimentary and mostly inefficient.”

Rahul Baskaran, Senior Product Designer, BigBasket

The solution

DevRev PLuG's implementation revolutionized how the design team monitors user behavior, especially regarding new features and design changes. With this tool, the team now has a suite of analytical solutions at their disposal, allowing them to examine and understand the impact of critical features closely.

This enhanced capability to track and analyze user interactions enables more informed and effective design decisions, contributing to an overall better product experience.

Identifying conversion bottlenecks in Add-to-Cart journeys

The bbdaily team used user and session analytics data to redesign the ‘Add-to-Cart’ user flows for better conversion rates. Designers could make iterative changes and monitor the interactions on heatmaps. They could drill down funnel analysis with session replays to get more clarity on the drop-offs and relevant issues.

Monitoring new feature updates

BigBasket improved its services using DevRev's advanced tools, User 360 and Session 360. These tools helped them track new features and identify areas needing optimization. Notably, they upgraded the map feature, making it easier for users to add delivery addresses.

"Designing is complex, so understanding user behavior is critical for continuous improvement. We monitor everything using DevRev. It has been pivotal in our UATs, adoption of new features, and conversions."

The updated map feature made adding delivery addresses quick and easy, saving users time when placing orders.

Helping the Dev team replicate crashes and app freezes

The design team provided the development team with links to data on app crashes and freezes. This enabled the developers to visualize better and understand the app issues. With this comprehensive context, they could replicate and address the problems more effectively, leading to quicker and more efficient issue resolution.

BigBasket used detailed visuals and relevant information to understand their app's issues better. This approach helped the business improve quickly, leading to a better user experience.

400+ Hours of UAT reduced to a few hours

By utilizing session replays and heatmaps for User Acceptance Tests (UATs), the BigBasket team minimized the need to contact customers directly for feedback. This approach overcame the limitations of relying on a small group of customer samples. In certain instances, with DevRev's assistance, the team could even complete UATs in as little as 2 hours, significantly speeding up the process.

3x Lower complaints, 100% more conversions

The ongoing efforts of the product design team in monitoring and enhancing the app led to a notable increase in 'Add-to-Cart' conversion rates, which effectively doubled over time. This improvement also resulted in customers encountering fewer issues while using the app, leading to a substantial decrease in customer complaints.

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UserExperior Helps BigBasket Monitor UX on New Features and Critical Design Changes

Hours saved in post-release UATs

Lower user complaints

BigBasket is India’s largest online grocery store. The unicorn also has a growing presence in physical retail with the brand Fresho and has its own private label products. Their mobile apps offer retail solutions like subscription delivery, on-demand delivery, and vending machines. This case study focuses on BigBasket’s subscription delivery app called bbdaily. Millions in India use the bbdaily app to order household needs to their doorsteps every day.

With a fast-growing user base and constantly updating features, BigBasket’s design team is entrusted with delivering the best experiences on the bbdaily app. But the team didn’t have any tools to monitor user behavior, conduct UI/UX research, or carry out testing. Which brought the following challenges:

Limited Insights into Behavior and Research

Events don’t reveal the complete picture behind the interactions. The mainstream app analytics tools are limited to metrics and charts, lacking any visual insights. Whether it’s UI/UX research or experiments on the Beta releases, the team’s capacity to improve the design continuously was slow.

UAT Was a Long and Cumbersome Process

User Acceptance Testing (UAT)—a core requirement at BigBasket—usually took more than 5 days to complete. This is because of the limitations in reaching out to customers by email and call. Very few customers would participate in UATs, affecting the sample set. Moreover, the process kept 5-7 designers blocked from doing any other tasks. According to Rahul Baskaran, the Senior Product Designer, “The design team spent 400-500 hours of effort gaining insights for a design change without much outcome… UAT was rudimentary and mostly inefficient.”

“One of the best things about UserExperior is that it has a one-time, quick integration process… we could get started easily”, Rahul says. UserExperior could enable user behavior monitoring for new features and design changes. The design team now had an array of solutions to analyze critical features.

Identifying Conversion Bottlenecks in Add-to-Cart Journeys

For bbdaily, the team kept redesigning the Add-to-Cart user flows for better conversion rates. Designers could make iterative changes and monitor the interaction behavior on heatmaps. They could drill down funnel analysis with session replays to get more clarity on the drop-offs and relevant issues.

Monitoring New Feature Updates: Address Maps & Chatbot

BigBasket monitors new features closely with the help of UserExperior for understanding, discerning issues, and optimizations. The maps and chatbot were such features for which designers relied on UserExperior to monitor. The maps would allow users to add a delivery address easily. And the chatbot was implemented to reduce the burden on the support team.

Helping the Dev Team Replicate Crashes and App Freezes

The design team shared links to crash and app freeze data with the dev team. It allowed the dev team to visualize app issues and make more sense of the issues. This way the dev team could replicate with full context and start correcting issues quicker.

Visual insights with contextual data helped BigBasket to lower time in analysis and improvements to the user experience.   

400+ Hours of UAT Reduced Down to A Few Hours

Using session replays and heatmaps for UATs helped the team reduce the dependence on reaching out to customers. The small sample set limitations was now gone. In some cases, UserExperior could help the team with UAT to be done within 2 hours! 

3x Lower Lower Complaints, 100% More Conversions

The continuous monitoring and improvements done by the product design team resulted in gradually increasing the Add-to-Cart conversion rate to double. Customers also faced fewer issues with the app. As a result, the customer complaints went down significantly.

“Designing is complex, so understanding user behavior is critical for continuous improvement. We monitor everything using UserExperior. It has been pivotal in our UATs, adoption of new features, and conversions.”

Rahul Baskaran

Product Designer, BigBasket

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Analyse. examine. improve. with userexperior.

Launching a new feature? Working on a UI upgrade? Get insight into user behaviour with heatmaps, session replays, and more.

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User Flows Case Study on BigBasket

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Case Study details

Context: user flow optimizations for special cases.

Scenario: A user wants to buy Dettol Handwash and heads over to her favourite e-commerce app (BigBasket).

In the present times, as you know, e-commerce players are struggling to fulfill orders due to the lockdown.

Bigbasket is no different. To address the current scenario, as a PM (Product Manager) at Bigbasket, your team has done quick changes: like adding some special messaging around delivery slots.

However, for a user, these changes are not normal. Further, there is a higher probability that the product might be ‘out of stock’.

While your team is trying its best, with the barrage of complaints on SM (Social Media), you know there is room for improvements & optimizations.

These changes, in such special cases, can help the user get a better experience.

In this challenge you need to showcase these changes.

Some pointers that can help you:

Messaging & Communication: How could it be better?

Steps followed by user: Can there be a different flow? Are all steps essential?

Visual aspects: Is text the best way? If not what visual elements could help? Can there be nudges?

We are not looking for redesigns but tweaks to this flow so that users can have a good experience and not a confusing one.

Your suggestions should also be practical and easy to implement, not changing the flows too much.

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