Making the food journey feel effortless.
An end-to-end engagement and retention strategy for Zomato’s Tier-1 city users.
01 / THE PROBLEM
What needed to make more sense?
In a crowded food-delivery market, existing users encounter decision fatigue, checkout friction, and uncertainty around delivery. I examined the full discovery-to-order-to-delivery journey rather than treating each screen as an isolated problem.
02 / DISCOVERY
How I approached it
- Audited eight funnel stages: home, discovery, restaurant page, menu, customization, cart, payment, and tracking.
- Mapped the strategy into OKRs, input and output metrics, and cohort analysis.
- Identified promotional clutter, hidden fees, coupon hunting, confusing menus, and changing ETAs as friction points.
03 / PRODUCT DECISIONS
The proposed direction
- Personalized homepage and smart reorder shortcuts for frequent users.
- Intent-based discovery and restaurant ranking that surfaces relevant trust signals.
- Predictive delivery intelligence plus proactive kitchen status, ETA changes, and delay notifications.
- Habit and loyalty programs, personalized lifecycle engagement, and an evolved premium membership.
04 / MEASURES & LIMITS
What success would look like.
The deck defines these figures as strategy targets, not achieved business results. Additional targets include delivery time of 34 → 24 minutes and 95% ETA accuracy. Its north-star measure is monthly transacting users placing at least four orders per month.
05 / THE TAKEAWAY
The thought I’d carry forward.
Reducing decision effort and making delivery predictable should reinforce each other. The strategy links each initiative to a metric ladder so teams can distinguish shipped features from meaningful behavior change.
A closer look at the strategy.
06 / ALL THE DETAILS
The original work, in full.
The complete research, diagrams, screens, and supporting details are in the original document.
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