DevRev enhances BigBasket's UX and design for new feature rollouts
Last Updated Jun 27, 2024
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Headquarters
Bangalore, India
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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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User Flows Case Study on BigBasket
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Case Study details
Context: user flow optimizations for special cases.
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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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UI/UX CASE STUDY
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Purpose. The scope of the project was to focus on Heuristic evaluation of design issues rather than focusing on one particular user flow & redesign the UI of Bigbasket and introduce new pages to ...
An evaluatory UI/UX redesign project that aims at analyzing and improving the usability flaws in the 'Product Search to Checkout' flow of the BigBasket app to further enhance the online grocery shopping experience for the users.
To identify the User Personas, review the User Flow, Information Design, User Interface of BigBasket's mobile app, and suggest my recommendations to improve their User Experience. About BigBasket. BigBasket is an online grocery shopping app with over 6 million customers.
In this case study, I, Vinayak, worked on an Evaluative design project focused on the 'User search flow' of the Bigbasket app. Through the utilization of heuristic principles and primary and…
Bigbasket is India's leading online supermarket shopping app. A heuristic evaluation is a usability inspection method mainly used to identify any design issues associated with the user interface. There are 10 general principles by Jakob Nielsen's for interaction design. They are called "heuristics" because they are broad rules of thumb ...
An evaluatory UI/UX redesign project that aims at analyzing and improving the usability flaws in the 'Product Search to Checkout' flow of the BigBasket app to further enhance the online grocery shopping experience for the users.
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 ...
In this case study, I'll share my experience completing this project during a 16-day design sprint, illustrating the real-world impact of UX and product designers. ... The BigBasket app offers ...
UI/UX,Web Design,Interaction Design,Figma,Adobe Illustrator,Adobe Photoshop
Interaction Design,UI/UX,Web Design. Navigate to adobe.com opens in a new tab © 2024 Adobe Inc.
BigBasket standardised the grocery buying experience and gives consistent pricing for all items in a given city (Source of this information). It is currently available in tier 1 and some of the tier 2 cities. ... UX Case Study. This assignment was a part for Design Clan, UI/UX cohort to improve the user experience for a mobile app and fix their ...
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UserExperior Helps BigBasket Monitor UX on New Features and Critical Design Changes. 400+ Hours saved in post-release UATs. 3x. Lower user complaints ... 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 ...
In this project I have redesigned the user experience of 'Explore page' and the 'Homepage' of the BigBasket app. I have prepared this case study for a 3 days UX design challenge conducted ...
Bigbasket(BB) has recently achieved the Unicorn status thanks to new capital raised from Alibaba catering to 20+ Indian cities. It has managed to surpass its competition with sharp margins & great service. I myself, have been using this app for the last 5 years. They have been doing a good job but in terms of usability, I have faced my set of ...
Discover Case Studies, UX Ratings for BigBasket on UXHack. Events. Weekend Hackathons. Use your design chops to improve real world products. One screen, One product, One weekend! ... Apart from important updates, we try to also share some best practices & case studies. We cover topics like Startups, Career Advice & Products. Newsletter - UXH ...
Hey Dribbblers. UX Study Project: BigBasket. How a small change in the UX can create an all-new product experience for the user. Full Project: BigBasket - UX Case Study #Stay at Home and Stay Safe.
View and learn from 7+ solutions to User Flows Case Study on BigBasket | UXHack. View and learn from 7+ solutions to User Flows Case Study on BigBasket | UXHack. Events. Weekend Hackathons. Use your design chops to improve real world products. One screen, One product, One weekend! ... Sakhee UI UX Designer, Rejolut. 7.8.
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In the initial case, user needs to. click on the text box. select and delete the quantity number '1'. type a new input number, '3'. In the latter case, user needs to. click three times on ...