Improving User Experience for Apps

A few days ago, we had a small celebration at home with family for my daughter's 6 month birthday. For the sake of convenience, we turned to Zomato for a big food order. The order must’ve caught their attention because shortly after, I got a call from their team. They asked if we were having a party and after I confirmed, they said, “We’d love to send you a cake for the occasion!” Fast forward an hour later and they sent over a Theobroma cake, accompanied by a personalized birthday card. All of this organized through their app. Zomato didn’t just deliver food that day, they delivered an experience that goes beyond a mere transaction. Here's what marketers can learn from this moment of personalization: 📌 Customer Delight Is the New Loyalty Program Zomato didn’t have to send the cake since it wasn’t part of their service but by doing so, they turned a transaction into a memory. They’ve now created an emotional connection with me as a customer, something discounts and coupons can never replicate. 📌 Hyper-Personalization Wins They paid attention to my order size, made an educated guess about the occasion and added a personalized touch. In an age where AI can assist with data insights, these little human interventions make all the difference. 📌 The Power of Word of Mouth By going the extra mile, Zomato has not only retained me as a customer but also turned me into a brand advocate. Personalization + customer delight = organic marketing. As marketers, it’s easy to focus on scaling strategies, optimizing campaigns or driving ROI. But let’s not forget the basics: 👉 Listen to your customers 👉 Understand their context 👉 Show them you care It’s the little things that often make the biggest impact. What’s one example of a brand that went above and beyond for you? #Marketing #CustomerExperience #Personalization #CustomerDelight

It would not be the only "Fast Delivery Game" anymore Whether it’s Zepto, Zomato, Swiggy, Flipkart, or even Jio, everyone is diving into quick commerce, making it the buzzword of 2024. But is quick commerce only about fast delivery? Here are 7 takeaways which I found through my research [1] Consumer Preference for Balanced Service Many consumers would rather wait a bit longer—say, 26 minutes—if it means better prices and reliable customer service. The appeal of a few extra minutes is higher than a 6-minute delivery with high fees and subpar service [2] Expansion in Product Variety and Personalized Pricing Quick commerce is evolving beyond a “fast only” approach. Platforms like Swiggy Instamart are investing in broadening product selections and offering category-specific deals. This evolution toward personalized and affordable pricing better meets diverse consumer needs, adding value beyond speed [3] Supply Chain Complexity and Inventory Pressure Rapid delivery requires local warehousing to stock thousands of items, but managing these inventories at scale is costly and challenging. Balancing immediate availability with stock rotation adds complexity and can lead to inventory issues that hurt profitability and disrupt service. [4] Worker Well-Being and Job Satisfaction The push for fast deliveries places heavy demands on delivery workers, who often work under pressure in dense traffic. While platforms try to improve conditions, the rush for speed can compromise safety and job satisfaction, increasing turnover and making it hard to retain skilled employees. [5] Financial Sustainability and Cost Control The operational expenses of quick commerce—such as local warehousing, technology, and staffing—are high. Balancing these costs with sustainable revenue models is difficult, especially in lower-demand areas. Profits depend on precise cost control, making it essential to optimize every part of the supply chain. [6] Quality Consistency as a Competitive Edge Ensuring high product quality under time constraints is a common struggle. For example, maintaining fresh food standards is difficult when speed is prioritized, which risks disappointing customers. Platforms that can ensure consistent quality alongside fast delivery can strengthen their brand loyalty. [7] Customer Loyalty Rooted in Overall Experience Consumers are becoming more critical of high surge fees, platform fees, and inconsistent service quality. Even the fastest delivery loses appeal if service doesn’t match expectations or prices seem unjustified. Sustainable customer loyalty in quick commerce depends on transparency, fair pricing, and excellent service, not just speed. What do you value? Price or Fast Delivery Let me know in the comments #quickcommerce #ecommerce #analysis

The release notes for the April 2025 update of Power Automate Desktop (v2.55) are out, with only a week after the release itself rolled out. Not as great as last month, but much better than some previous months that's for sure. Apart from the cool things I already covered in my post last week, there are several other amazing things that I completely missed, so it felt like a yet another post is definitely worth making. 📢 Tags for Organizing Flows This is a thing that has been asked for by the community for years now. WinAutomation used to have folders that made organization really easy. PAD did not have that, and using Solutions only made it slightly better from the cloud portal. The PAD console itself had no way to organize flows. Tags, even though they may not be as nice as folders, are a huge step forward. We can assign multiple tags to each flow and then easily filter them with various filter options. It is still in preview, but works nice and, as far as I could tell, should not affect runtime in any way, so I definitely see myself using this even before it becomes generally available. 📢 Copilot Prompts Supporting up to 500 Characters I have raised this several times both directly to the product group, as well as publicly via LinkedIn posts. The previous 200 character limit was definitely too low, especially for the most useful use case of Copilot in PAD - natural language to code in scripting languages. 500 characters is a major improvement in my opinion and should be enough for most scenarios, even when more complex scripts are needed. 📢 Other Notable Improvements There are several other cool things, that could potentially become game-changing: 📌 Shadow DOM elements are now supported in Browser UI automation 📌 Java automation is now supported in remote desktops via the Agent for Virtual Desktops 📌 Copilot descriptions, questions and action suggestions are now Generally Available 📌 The 'Get credential' action is now Generally Available We were also supposed to receive a significant runtime performance improvement of child flow calls. The engineers at Microsoft I am in contact with about this specific topic told me that, and some members of the community have also mentioned that in some public chats. However, my tests still don't really show that. I will keep testing and looking into this, as I would really love this to become the norm, but at the current stage, it still is quite slow when a child flow is called several times during a single parent flow run. The fact that other members of the community have noticed significant improvements sounds promising, though. Hopefully, we'll get there. And this update is definitely great, with several awesome new features and quite a few significant improvements.

To be a successful product engineer, it is important to think from a user perspective and make the user journey as seamless and frictionless as possible. Devtools Tech serves a global audience with large international user base. While designing the payment flow, I had the challenge to build it in a way that adapts to regional payment preferences. The Challenges: - The payment partner didn’t support regional pricing out-of-the-box. They were always showing INR based pricing. The customer had to see confusing international conversion during checkout - leading to drop-offs. - How to reliably identify user’s country and show regional plans? - Based on the country, how to show supported payment methods? - Bonus: If a customer sees the international pricing on the first visit and convert to a paid customer then they should see the same pricing always irrespective of the geo. My Solutions: - Created multiple pricing plans in major currencies within our payment system. - Rather than integrating any third party API to determine user’s country, I used the CDN provider’s (Cloudflare) headers to detect user country. This helps reduce latency. - Used the country to showcase the correct regional plans and personalised the payment order creation to show region based payment methods for a consistent and reliable experience. - Stored the region during subscription creation to ensure geo based pricing on subsequent visits! This helped me provide better user experience, apply my learnings, and improve overall product conversion. You can apply the same thought process to your job/side-projects/products and make your customers happy! To know more of such product learnings and master advanced frontend, be part of the journey - https://lnkd.in/gYkaCskP

Can you spot how Canva's pricing pages changes between these three images? Answer: The calculator. The price. The UI. When I type '1' person into the box, I see an outline around the 'Pro' column. Showing me this is the plan for me. When I type 2, I see the outline move to the 'Team' plan. Then I play around, I find that typing 100 moves the shiny outline to the Enterprise column. How fun. Notice how the tiers are also all purple with a crown (premium branding) versus the grey block that is free. Not only that, but the pricing increases. Showing me exactly how much I will pay (per year, not per month). Why is this so powerful? It’s not the calculator itself, it’s the feeling of control on the page. It’s about autonomy (and a bit of fun). Toggles, calculators, sliding scales — anything to give the user a sense of customisation, empowerment and control — can increase engagement. Making people feel like they’ve curated their experience (even if it’s from a choice of two options). Why? Users feel more invested in the product when they can shape their own experience. The ability to make choices also fosters a sense of ownership over the UI itself. Really? Perhaps. Psychology says so. BUT you'll have to see whether this works for your product. It's on Canva's page now - we'll check in again later to see if its stuck (and likely won out as a variant). Seen this elsewhere? ----- Hiiiii, I'm Rosie 👋 I do a weekly deep dives on growth, product & UX. 📅 Previously: DeepSeek: when UI doesn't matter 📅 Last week: Watch out - Gemini is coming for your Google Workspace 📅 This week: Slack, Grammarly and Mobbin's user research Head to growthdives.com to get them first 🕺

Zomato faced a big problem: How can we turn app browsers into loyal customers? The goal was clear, improve the user experience with personalized restaurant suggestions. But there were a few challenges too: 🔴 Understanding user preferences from massive data. 🔴 Combining multiple data sources for meaningful insights. 🔴 Developing accurate recommendation algorithms. 🔴 Processing data in real time to keep users engaged. 🔴 Building trust in the recommendations to ensure they felt helpful, not intrusive. To tackle this, Zomato used a structured approach: 🟢 Data Collection and Cleaning - They collected user behavior data (searches, clicks, abandoned carts). - They analyzed restaurant details (cuisine types, delivery times, ratings). - Past orders were also analyzed for trends. 🟢 User Segmentation - Users were grouped based on age, location, past orders, and browsing habits. - This helped them identify patterns and preferences. 🟢 Developing the Recommendation System - Combined collaborative filtering (what others like you prefer) and content-based filtering (what matches your past orders). - Fine-tuned algorithms with ongoing testing for better accuracy. 🟢 Implementation and Testing - They rolled out the recommendations and tested them through A/B experiments. - Adjusted based on user feedback and data performance. 🟢 Continuous Improvement - Introduced feedback loops for real-time adjustments. - Regular updates ensured the system stayed relevant to evolving user needs. And, the impact was impressive: ⬆️ 35% more time spent on the app by users receiving personalized suggestions. ⬆️ 28% higher click-through rates, showing better engagement. ⬆️ 22% increase in orders per user per month due to tailored suggestions. ⬆️ 18% boost in retention rates, turning occasional users into loyal customers. ⬆️ 12% higher average order value, leading to revenue growth. ⬆️ 15% jump in monthly revenue, proving personalization works! I see this as the perfect example of using data to deepen customer relationships. It's not just about the tech—it’s about understanding people and making their experience smoother and more personal. 📊 Data is the secret to building trust and loyalty. What do you think? Can other industries learn from Zomato’s success? How can personalization improve your industry? #zomato #deepindergoyal

Recently, I came across bigbasket.com's "Get it Now" and "Schedule Delivery" feature, and it struck me as a prime example of thoughtful product design that caters to distinct user needs. Let’s break it down using a product management framework to understand its value. 1️⃣ Identifying User Personas 🟢 Get it Now: For users with immediate needs, like busy professionals or last-minute planners. They value speed and convenience. 🟡 Schedule Delivery: For planned shoppers, families, bulk buyers, and cost-conscious users who prefer predictability and control. 2️⃣ Mapping Core User Jobs-to-be-Done (JTBD) 🟢 Immediate JTBD: "I need groceries urgently and don’t have time to wait." 🟡 Scheduled JTBD: "I want to restock groceries for the week at my convenience and save on costs." 3️⃣ Differentiated Value Proposition 🟢 Get it Now: Instant gratification with delivery in under 10 minutes. Ideal for urgent or small orders. 🟡 Schedule Delivery: Planned, cost-effective delivery aligned with user schedules. Perfect for large orders or families managing routines. 4️⃣ Balancing Trade-Offs As PMs, we must balance the desire for speed with the need for planning: 🟢 Instant Gratification vs. Cost Efficiency: Addressing users' urge for "now" without alienating those who value price and flexibility. 🟡 Reliability vs. Speed: Ensuring both features deliver on their promises without cannibalizing each other. 5️⃣ Continuous Engagement BigBasket subtly ensures both options remain compelling: 🟢 For “Get it Now”: A frictionless experience for users who prioritize urgency. 🟡 For “Schedule Delivery”: A focus on savings, predictability, and reduced environmental impact for bulk orders. As a PM, I see opportunities to further optimize this: ✅ Dynamic Incentives: Highlight cost savings or exclusive benefits for scheduled deliveries at checkout. ✅ Sustainability Messaging: Encourage eco-conscious users to bundle orders via scheduled delivery. ✅ Personalization: Use AI to predict user preferences and nudge them toward the best option for their needs. By giving customers a choice that aligns with their immediate or planned needs, they’ve ensured a win-win for everyone. What's your thought? #ProductManagement #UserExperience #CustomerFirst #PMFramework #BigBasket

It’s a psychological battle and it’s quietly reshaping how Indians behave. While researching loyalty programs in India, I realized something striking: We’ve moved from “earn points” to “pay upfront, save daily.” And that changes everything. The Problem with the Old Loyalty Model: Order 10 times → Get 1 free Earn points → Wait months to redeem Do the math → Usually walk away Customers lost patience. Complexity killed loyalty. Enter: Subscription-Based Loyalty Swiggy One: ₹149/month Free delivery on every order Instant savings. Zero friction. Zomato Gold: Upfront fee VIP restaurant perks Exclusive dine-out offers No tracking. No waiting. No wondering. Why This Works (Psychologically): Instant Gratification → We feel the benefit on Day 1. Sunk Cost Effect → "I’ve paid for this — might as well order more." Friction Removal → No mental math, just value every time. Habit Formation → Swiggy = routine. Zomato = occasion. The principle? Replace delayed rewards with upfront commitment + daily value. What can your business learn from this?

Nothing was broken. But something wasn’t working. At Nappa Dori, a brand known for craftsmanship and design, everything looked fine. The site was polished. The systems were stable. No glaring bugs. And yet… people kept dropping off at checkout. 📉 As product folks, we’re trained to look for errors, latency, broken APIs. But this wasn’t that. This was friction. Too many fields. Repeated inputs. A checkout that didn’t feel as smooth as the brand itself. This made the flow feel harder than it needed to be. The team made one smart move: they added in Razorpay Magic Checkout. Customer details auto-filled. Checkout got 5X faster. COD risks were flagged automatically. Behind the scenes, Razorpay Magic Checkout pulls saved addresses and payment info using just a mobile number. The SDK handles everything: UI, coupons, payments, and even flags risky COD orders using machine learning. ✅ This one change and conversions were up 7.3%, repeat orders were higher, and the checkout finally matched the brand. For me, the takeaway is simple: 1️⃣.Growth sometimes comes from doing less, not more. 2️⃣.Removing friction is as powerful as adding features. 3️⃣.Product and engineering decisions directly shape revenue. And here’s why it matters now. Friction doesn’t just cost you customers, it costs you more when traffic is peaking. Which is why as festive sales surge, small checkout improvements can protect margins and unlock disproportionate growth. Because at the end of the day, money doesn’t just move because of what you sell. It moves because of how easy you make it for someone to say “yes.” Product folks, what’s the one product fix that saved you this festive season❓