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Completion Certificate

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

MUMBAI

GRADUATION PROJECT 2023

“This is to justify that this Project Report titled “ Decoding Visual Communication Strategies for an ecommerce Platform” is the original work of Shreeya Ojha, conducted under the guidance of Mrs. Sushama Saitwal, towards the partial fulfilment of the requirement for award of the Bachelor’s Degree in Fashion Communication, of National Institute of Fashion Technology, Mumbai. No part of this work has been copied from any other source. Material, whenever borrowed has been duly acknowledged”

Mrs. Sushama Saitwal Susmita Das

Certificate

College Mentor Centre Coordinator

Jury Panel

Names Singatures

Acknowledgement

First and foremost, I would like to express my sincere thanks to my college mentor, Mrs. Sushama Saitwal. Her unwavering support and guidance throughout the project, from the initial planning stage to the final report submission, have been invaluable. Her expertise and insights have been instrumental in shaping the direction of the project.

I am also deeply grateful to my industry mentor, Mr. Piyush Punj, and the entire design team at Swiggy. Their mentorship, guidance, and supervision have been critical to my learning and growth during the course of my training. Their constant feedback and support have helped me to develop my skills and gain valuable insights into the practical aspects of product design.

Finally, I would like to thank the National Institute of Fashion Technology for providing me with this incredible opportunity to work on a live project with an industry partner. This program has been instrumental in preparing me for the challenges of the real world, and I feel truly fortunate to have been a part of it. It has been an incredible learning experience, and I am excited to apply the skills and knowledge that I have gained in my future endeavors.

About

The Project 02 Contents Contents

About The Output

The Project The Company

Design Outputs-

Festive Campaigns

Category Launches

Brand Pages

The Project

Brief Overview Methodology

04 Learning Outcome

Visual Design Data driven Design Planning and Functioning

The Project The Company

01 About

Clicks to Conversions Harnessing visual communication for sales

In today's world of e-commerce, businesses are constantly seeking new and innovative ways to promote their products and services. One of the most effective strategies in this endeavour is visual communication.

With the rise of social media and other digital platforms, visual communication has become an essential tool for reaching customers and building brand loyalty. Swiggy Instamart, one of the leading players in the e-commerce space, understands the importance of visual communication in product promotion, and has implemented several successful strategies to attract and retain customers.

Through this project, i explored the various visual communication strategies employed by Swiggy Instamart to promote its products on their app, understand the strategies behind the same, as well as explore the different manners in which they are implemented through visual design and how Swiggy Instamart is able to run with its own identity while still being a part of a whole.

The Company

Swiggy is an Indian online on-demand food delivery platform designed to provide food from neighbourhood restaurants to the customers.

Apart from food delivery, Swiggy also provides on-demand grocery deliveries under the name Instamart and an instant package delivery service called Swiggy Genie.

Type

Delivery based start up

Business Model

Founders B2C, B2B

Sriharsha Majety, Nandan Reddy (Co-founder) and Rahul Jamini (Co-founder)

Known as

India’s fastest unicorn.

Business Model

From being a late entrant in the online food ordering space in 2014, Swiggy has galloped its way to billion dollar valuation in four years forcing other food tech companies to play catch up.

B2C, B2B

swiggy instamart

Based on the insight that househo ds order a imited subset of roducts every day, Swiggy Instamart romises to de iver orders within 45 inutes, fro 7 a to 1 a

The market ace business aggregated with local Kirana stores from where users cou d get grocery, fresh roduce, essentia roducts, and food items de ivered through Swiggy’s de ivery fleet

The com any a so has a s ew of specialized services under its stores business such as meat and seafood, et care, etc.

Team Hierarchy

When it comes to campaign proposals at Swiggy, the process is quite structured.

The new initiatives team and the merch ops team are responsible for submitting campaign proposals. Once these proposals are received, the Design Solutions team takes over and begins planning the execution of the campaigns.

It's worth noting that campaigns directed specifically towards Swiggy Instamart are handled by a subdivision of the Design Solutions team called 'Design'.

Within this subdivision, there is a team called Instamart DeSo that is dedicated to executing Instamart campaigns. This ensures that campaigns are carried out efficiently and effectively, with each team playing a crucial role in the process.

Flow of work

Campaign planning at Swiggy involves several teams working together to create effective campaigns. The merchandising department is responsible for the initial campaign planning, while the marketing team handles promotional planning. Once the prompts for a campaign are given by both teams, the Design team takes over to create the visuals.

However, the work doesn't stop there. After the visuals are created, the growth team evaluates the results of each campaign using metrics such as CTR, clicks, and views. These metrics determine the visual design that appears on Swiggy Instamart and ensure that it is both strategically sound and commercially successful. By involving multiple teams in the process, Swiggy is able to create campaigns that are well-planned, wellexecuted, and ultimately effective.

‘The joy of e-shopping’

Groceries are an everyday affair and their purchase is a personal, often emotional act. Unlike the in-store experience, online grocery shopping lacks the same opportunity for discovery that a shopper might have as they walk the aisles.

To bridge this gap, the Swiggy team went back to decoding shopping behaviour from first principles.

Instamart

Values-

Core

Scope of work

Input/ output model

At Swiggy, the process of creating campaigns involves multiple teams working together. The New Initiatives team and the MerchOps team submit campaign proposals, which are then taken up by the Design Solutions (DeSo) team. The DeSo team is responsible for delivering the entire campaign visually, which includes creating the interface design and promotional material such as priority banners and posters.

By working closely with these teams, the DeSo team is able to create visually appealing and effective campaigns that help to promote Swiggy's products and services. This collaborative approach ensures that campaigns are well-executed and achieve their intended objectives.

Study Criteria

Overview    Business Model

Swiggy instamart is a subcategory of Swiggy- an Indian online food ordering and delivery platform. The purpose of Instamart is to provide grocery delivery services.

Bringing online delivery services of various kinds onto a single platform, making the users’ decision making easy, and consequently, reduce their efforts when it comes to purchase of food and other products.

Platform of product evaluated- Mobile Application Complete

Stage of Product- SegmentFood and grocery delivery Heuristic Checklist, User research and testing   Evaluation Method-