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.

<b>Data Validation:
</b>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:

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.

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.

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.

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.

Transforming Swiggy Genie with innovative gamification and storytelling to boost user acquisition, re-engage dormant users, and expand use cases.

Reviving Swiggy Genie: Gamification & Storytelling Success

Leading the design team at HumanX. Which is a leading CX firms. We design customer and user experiences for various clients globally. I am leading the project for HP & Bangalore Airport.

Led and managed the in-app Merch & UI designs for New Initiatives charter (Swiggy Instamart, Dineout, Wine Store, Meat Store, Mall & more) for 20M+monthly users under the Central Revenue and Growth team.

Helping the next generation of designers master practical Product Design and Design Thinking, turning theory into real-world impact.

Entrackr is a new age media platform for entrepreneurs, startups and technology enthusiasts. They cover technology startups and breaking developments around them with incisive analysis and deep insights on daily basis.

Entrackr team wanted to launch new features of snippets and events in their website and reached out to me to help them redesign the website to improve its look and feel and add the two new features.

I was asked to improve the overall look and feel of the site, design as mobile-first and&nbsp;add two new features, Snippets &amp; Events.

Snippets: A 60 words glimpse of the news, similar to Inshorts.Events: Entrackr wanted to start their own event's platform for startup enthusiasts, founders &amp; VC's.

The initial problem statement did not gave me enough clarity on why they wanted a new look and feel so i had a white board session with the stakeholders to understand&nbsp;

Why they think the look and feel is not good?What do they perceive as good? and why?

We brainstormed on these questions and found the root problems that were bothering the stakeholders

This part was easy, as i was a user itself so a lot of understanding came from my needs from a news website and many decisions were made by researching through news sites, blogs, case studies, talking to friends and stakeholders who were active users of a news site.

Tearing down the current design and finding the solutions

Once i was clear with the business goals and user needs, i started tearing down the current design to know what's working and what's not.

P: One featured image being used for slider, thumbnail and blog header negatively impacting the usability and appeal of the site.

B: It's a necessity for any news site to load fast, hence the team cannot upload high resolution images. One single image was not able to fit different aspect ratio, hence many times important things were cropped. Slider and the blog header always had blur images due to fullscreen width

S: One fixed Aspect ratio of image to be used everywhere and no fullscreen images

P: Text Overlap on images always create the problem

B: Readability was compromised due to overlapping design, sometimes image background created issue and sometimes the value of image was sacrifised.

S: Non Overlapping design, give equal importance to text and the image

B: People want to know who has written the article and like to read more articles by the writer. This was missing in the entrackr design.

S: Highlighting the author, a small brief about them and a way to contact them

Snippets are 60 words short glimpse of the news, since this whole concept was taken from Inshorts i took my inspirations from Inshorts itself to design a web experience for the short stories, that are easier to read and users can quickly move to the next story.

Inshorts used thumb gestures for actions, but since web browsers don't support gestures, i designed a layout that is easy for users to change the snippets quickly, while being able to save or share them.

Events section in itself is a very complex system that involves event creation, management, search, ticketing and payment processes. Due to short deadline and technical limitations we chose to use a 3rd party event plugin for this.

After 10 days of agile design sprints i handed off the design to the development team, worked along with the developers to have to proper implementation, many design elements were changes during the development process due to technical limitations.&nbsp;

After 1 month, the website went live. This is was one the most time-efficient projects i did and received wonderful feedback from the ENTRACKR team.

<a href="https://entrackr.com/">Here is a link to the Entrackr Website</a>

Due to time crunch, we had to do agile design sprints and discussions, we made various sacrifices due to technical limitations of wordpress. Learn how to handle pressure, Limitations with Wordpress builders and find solutions together with the technical team towards a common goal.

I am very proud that i got an opportunity to work with Entrackr and I thank Mr. Jai Vardhan (Cofounder &amp; CEO) and Mr. Jitendra Singh&nbsp;(Cofounder) for their constant guidance and support. I also would thank to Mr. Prateek Singh&nbsp;(CEO@Roundigital) and Mr. Raunak Hajela&nbsp;(CTO@Whatastory), for being there and helping me at every step.

Entrackr team wanted to launch new features of snippets and events in their website and reached out to me to help them redesign the website .

Redesigning India's 5th Largest Startup Media Website

Akshat is a creative person with varied talents. I took his help for UX/UI design of mobile + web app and it was great working with him. At that time he was just starting his career but I was amazed by his enthusiasm, quick learning ability, creativity and keen interest on trying new things. I would recommend him for creative and UX/UI design work.

Ashish Rajan Singh

As a co-founder of Entrackr, I had an opportunity to work with Akshat and I must say he is very comfortable working with.

Apart from being a person of high caliber and aesthetic sense, he is always up for new ideas and very receptive towards suggestions.  One of the stand out qualities is his curiosity and learning attitude. He is a thorough professional when it comes to completing the task on time.

I am sure that he will prove to be an asset for any organisation that he chooses to work for.

Jitendra Singh

Working with Akshat has been an absolute pleasure. Along with his design skills, his knack for coming up with the most creative ideas, he is extremely easy to work with; a skill that is hard to come by. Akshat handled quantum heavy cohorts such as Instamart with ease, always showed up, and led his team with extreme efficiency. I’d highly recommend Akshat for any managerial design based roles, he is sure to be an asset to anyone who has him.

Pranay Christian

Brilliant designer, full of creativity, has extremely high standards for design.

Reviving Swiggy Genie: Gamification & Storytelling Success

Akshat Srivastava