Problem statement

At Zomato, In order to make ordering food online feasible for all customers across India, we strive to solve and deliver the best user experience. One of the major aspects our customers look for is promo or coupon code. When the customer starts putting items in their cart from menu, we give them the visibility of promo code through snackbar which can be applicable for them once they have met the MOV. The menu snackbar is the most effective property that can influence the user’s order by incentivising them with discounts.

In the current flow, We feel that this property is not currently used in an effective manner and suffers from visibility issues. Moreover, when transitioning from 1 offer to the other, we need to wait for the user to add another item. That means that we aren’t effectively able to show users any incentive to increase cart value further.

User drop off easily if they don’t find any promo coupon More than 30% of users are unaware that the promo code is valid for that restaurant. They must add items to the cart to apply the code

Solution:

To make the snackbar more effective and visible to our customers, Here are some solutions we have come up with:

Nudges: A progress bar will appear when the user adds new items to their cart in order to nudge them towards their goal

Noticeable: Through animations that clearly tell the user when the offer has been achieved or when the offer has changed.

Prompt: Once the user achieves one offer, give them a sense of gratification and automatically transition them to the next offer if it is within reach

Visibility: It is however unclear to users about the offers that are currently running so this solution will increase the chance of getting many clicks on the snack bar as well as increases our M2C rate.