Zakaz.ua — Grocery delivery service from the supermarkets

Zakaz.ua is the largest grocery delivery service in Ukraine partnering with 13 retailers and covering 15 biggest cities as well as working in two other countries (Moldova, Uzbekistan).

I joined the team as a single product designer responsible for user experience across iOS, Android and Web. Since the product has already existed, my main task was to improve it and create new features to achieve business goals.

Zakaz mobile apps had basic functionality after the launch. For example, all communication with clients regarding orders, payments or substitutes went through SMS. This channel was expensive in terms of business and inconvenient for our users, because they often missed messages or thought that it was spam.

My first major task was to create in-app notification center that could be a single place to review messages regarding orders. During second iteration we added a chat so customers could reply to questions from the pickers without leaving the app.

Majority of orders have questions about replacements. So we decided to make a notification center a separate section in a tab bar. It allows users to have a quick access to other parts of the app such as catalogue or favourites to find a replacement for unavailable item when chatting with a picker.

As a result, the company decreased spendings for SMS per one user for 50%.

Around 20% of requests to the contact center were to add or replace some items in the already placed order. And during interviews a lot of people confirmed that they often missed an item or two when ordering groceries. With that in mind, we started to work on the ability to edit an order through the interface.

Initially, we wanted to reuse familiar flow when a customer added items to the cart and later moved them to the active order. But this approach had several limitations and confused our users. Moreover, during interviews we identified that customers didn't need full-fledged catalogue to find and add one or two items.

That's why we decided to move forward with the concept of a search and keep all logic of order editing at the order details page. Here a customer could see current stage of the order, add new items, edit existing ones, or cancel order at all. Everything could be done through the interface without help from the customer service.

In order to increase adoption of the feature we made banners at the thank you page and in the order confirmation e-mail. Also we showed information about nearest order at the main page with appropriate actions for each stage of the order (edit or add new items when order was confirmed, pay for the order when it was collected etc) so customers could see the most important details immediately after opening the website or the app.

The edit an order feature Increased average check for 7%.

Search always was one of the most vital part of the service, but we received a lot of complaints about its work. So the team decided to rebuild it using new algorithm as well as update design.

Previously when a user typed a query in the search input, he received a list of text hints by clicking on which he got to a results page. In a new version we show 5 most relevant items so a customer could add them without going to another page. It allows to speed up workflow and make a shopping cart filling quicker.

Often users don't know what item exactly they are looking for or in which category they could find it. For such broad queries we show a list of matching categories. As a final touch, we added a keyboard support for advanced users so it is possible to move through items and categories with arrow keys and open them with Enter key.

Today almost every third customer uses search to fill a shopping cart while the number of complaints drastically decreased.

Previously customers often had the problem that a lot of items became unavailable before checkout. The assortment file changed several times per day, so if the goods were out of stock a customer had nothing to do but to delete them. The problem was solved with the replacement feature. We reused existing algorithm and showed users the items with similar characteristics.

Now customers replace about 12,000 products per month in 2 clicks, instead of long searches for the alternative in the catalogue.