Reviving Swiggy Genie: Gamification & Storytelling Success

Project Overview

As the Design Manager for Swiggy Genie, I led a project aimed at addressing significant challenges in user acquisition and engagement. The primary issues were the low acquisition of new users and the reactivation of dormant users. Since Dunzo's launch, it had become synonymous with pickup and drop services, overshadowing Genie. Additionally, users perceived Genie as a service for specific items only, limiting its usage.

Challenges

1. Acquiring New Users
2. Activating Dormant Users
3. Expanding Use Cases Among Power Users

Methodology

Data Validation: To understand user behavior and challenges, we conducted interviews with current Genie users. Insights included:

• Some users utilized Genie for business purposes.
• There was a lack of trust in Genie for delivering precious items like documents and keys.
• Dunzo's strong branding and reliability were major factors for user preference.

Personas Development: We developed three primary personas based on our findings:

1. New Users:
2. Dormant Users:
3. Power Users:

Ideation and Concept Development

Given that Genie is used primarily for quick, unplanned needs, traditional hooks like offers and discounts were ineffective. We needed to create a strong emotional connection with users to ensure they remember Genie during urgent needs.

Proposed Solutions

1. Gamified Interactive Learning Experience
2. Storytelling Experience

Execution

As the Design Manager, I collaborated with the Copy manager and Business Manager to ideate, iterate, and push these concepts to production. From initial brainstorming to final implementation, I oversaw the project's end-to-end design process, working closely with a Junior Graphic Designer.

Gamified Interactive Experience

Storytelling Experience

Results

• Gamified Learning Experience:
  • Successfully educated users on Genie's capabilities.
  • Increased user engagement and retention rates.
• Storytelling Campaign:
  • Built an emotional connection with users.
  • Highlighted real-life use cases, making Genie more relatable and trustworthy.

Conclusion

Through innovative gamification and compelling storytelling, we addressed Swiggy Genie's challenges in user acquisition and engagement. These efforts not only improved metrics but also established a stronger emotional connection with users, ensuring Genie's presence in their minds during urgent needs.

Key Takeaways

• Effective user education can significantly enhance product perception.
• Emotional connection and relatability are powerful tools in user engagement.
• Cross-functional collaboration is crucial for successful project execution.