Graduation Project- Decoding Visual Communication Strategies for Product Promotion at Swiggy

Completion

Certificate

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

MUMBAI

GRADUATION PROJECT 2023

Certificate “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”

College Mentor

Centre Coordinator

Mrs. Sushama Saitwal

Susmita Das

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.

02 01

About

The Project

Contents

Contents

01 03

About The Project

The Company

The

Output

02 Brief

The

Project

Overview

Learning

Outcome

Festive Campaigns

04

Category Launches

Visual Design

Design Outputs-

Brand Pages

Methodology

Data driven Design

Planning and Functioning

01

About

The Project

The Company

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

Known as

Delivery based start up

India’s fastest unicorn.

From

Business Model

online

being food

a

late

entrant

ordering

in

the

space

in

2014, Swiggy has galloped its way B2C, B2B

to

billion

dollar

valuation

in

Business Model years forcing other food Founders Sriharsha Reddy

Majety,

companies to play catch up.

B2C, B2B Nandan

(Co-founder)

Rahul Jamini (Co-founder)

and

four tech

swiggy instamart Based on the insight that households order a limited subset of products every day, Swiggy Instamart promises to deliver orders within 45 minutes, from 7 am to 1 am The marketplace business aggregated with local Kirana stores from where users could get grocery, fresh produce, essential products, and food items delivered through Swiggy’s delivery fleet The company also has a slew of specialized services under its stores business such as meat and seafood, pet 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

However, the work doesn't stop there. After the visuals

working together to create effective campaigns. The

are created, the growth team evaluates the results of

merchandising department is responsible for the initial

each campaign using metrics such as CTR, clicks,

campaign planning, while the marketing team handles

and views. These metrics determine the visual design

promotional

a

that appears on Swiggy Instamart and ensure that it is

campaign are given by both teams, the Design team

both strategically sound and commercially successful.

takes over to create the visuals.

By involving multiple teams in the process, Swiggy is

planning.

Once

the

prompts

for

able to create campaigns that are well-planned, wellexecuted, and ultimately effective.

Instamart Core Values-

‘The joy of e-shopping’ Groceries

are

an

purchase

is

personal,

Unlike

the

shopping

a

everyday

in-store lacks

affair

often

experience,

the

same

and

their

emotional

act.

online

grocery

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.

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.

Overview

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.

Business Model 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.

Study Criteria Platform of product evaluated-

Mobile Application

Segment-

Food and grocery delivery

Stage of Product-

Complete

Evaluation MethodHeuristic Checklist, User research and testing

Heuristic Evaluation As an evaluation methodology technique, Jakob Nielson’s 10 heuristic principles will be applied to Swiggy instamart.

Jakob Nielson’s

10 Principles

As an evaluation methodology technique, Jakob Nielson’s 10 heuristic principles will be applied to Swiggy instamart.

Visibility of system status

Match between system and real world

User control and

freedom

Consistency and

standards

Error

prevention

Recognition rather

than recall

Flexibility and

efficiency of use

Aesthetic and

minimalist design

Help users recognise, diagnose and recover from errors

Help and

Documentation

01 Visibility of System Status FOLLOWED Provides clear and consistent feedback to users about their actions and the system's status.

For example, users can easily see the progress of their order, including the estimated delivery time.

From placing an order till it gets delivered, constant live updates are given by the system to users.

02

Match between system and real world FOLLOWED

Uses language, visuals and concepts familiar to users.

For example, the shopping cart behaves like a physical shopping cart, where users can add and remove items easily Images of products made use of on the app are real life depictions of the same

03 User control and freedom FOLLOWED

Allows users to undo or

User has utmost control

cancel their actions if they

over how they prefer to get

make a mistake.

their items delivered (such as time of delivery, opting for

For example, users should

contactless delivery, etc)

be able to remove items from their cart or cancel an order if they change their mind.

NOT FOLLOWED

More customization options can be provided instructions

as

part

of

delivery

04 Consistency and standards FOLLOWED

Uses

consistent

throughout

the

design site

and

elements follows

established design patterns.

For example, the checkout process follows a consistent flow, and buttons are labelled consistently Each section follows a standard theme and visual style that falls in line within the guidelines of the overall design system and language of Swiggy.