Bigmarket: Product Case Study: Byteamprayas

BIGMARKET: PRODUCT CASE STUDY
B Y TE A M P R A Y A S
ABOUR BIG MARKET
Big Market is one of India’s top online superstore app where a user can buy items ranging from
medicines to groceries. Currently Big Market operates in Bangalore, Mumbai and New Delhi.
COMPETETORS
GOAL
To expand the product portfolio of Bigmarket app to reach new users and increase the average cart value of existing
users by providing them with more options.
USER PERSONAS
DAYA J GADA | 35 | SUNDER PRASAD | 24 | JETHALAL GADA |47|

HOMEMAKER CORPORATE BUSINESSMAN
She generally does all her He is a software developer in He is a business owner and has
grocery shopping in Mandis an MNC. He uses the internet diabetes. He is comfortable
BEHAVIOUR or Kirana stores. She is heavily and is an active user of with the internet and often
starting to explore online online shopping apps. He uses uses social messaging app.
apps but not very both supermarket and apps for
comfortable yet. grocery shopping
Doubtful if online apps Finds cooking difficult but Finds difficulty in navigating
PAIN POINTS
provide fresh products desires to eat healthy apps in English
User Journey of a user buying from big market app
Costumer with demand of a product BOTTLENECK

Sees an Ad.
Users like Sundar from(user personas)
often find it difficult to search each of of
Arrives on the app many ingredients/products. Hence may
go for buying ready made food instead
Searches a Chooses from
product recommendations
Costumer exits of cooking.
Exits(
product not Product description page
available) Users like Jethalal from(user personas)
who are comfortable with internet but
Exits Add to cart Buy now
not English may find it difficult to
continue and may leave.
Exits Checkouts/payment
Order placed
Order cancelled Delivered

Users like Daya from(user personas)may
have difficulty in adding each
Return Coupons/Cashback Reviews product/Medicine every month/week.
Refund
FEATURE 1-SUBSCRIPTION BASKET
IMPROVED USER JOURNEY
• Offers one-click re-ordering of a list of pre-decided Searches for the product

Choose from a recommended
basket
essential items (subscription basket).
• Overcomes a major issue of selecting each item every Adds to a subscription basket
time the user comes on the app or goes to the
Customize the basket, sets name, renewal period
supermarket. This makes the lives of working
professionals easier.
Gets a notification E-mail, Text message 2-3 days ahead of the set
• Users can customize the duration of order as per renewal date.
their requirements. Declines/Customizes
Confirms The Customizes the list
the
order of items.
date of renewal
Value proposition Success metrics

Confirms payment
• Buy in one click. • Retention rate of users of
• Does not forget any the feature.
essential item as • Growth rate of new users Delivery
in offline shopping of the feature.

• Average cart value. Review/Coupons/Cashback
FEATURE 1-SUBSCRIPTION BASKET
The products list of the

The product can be Multiple baskets can be
basket and renewal
added to a subscription made based on their
period can be changed
basket in one click. duration of renewal
before order.
FEATURE 2-ORDER BY RECEPIE

User opens an affiliate link from a
User arrives on the app
• Allows customers to buy every ingredient in the blog or YouTube.
recipe at once. The user can search for a dish see the
recipe and order all the ingredients as a whole. Search for a dish and
opens recipe
• Solves the problem of users who desire to eat
healthy homemade food but find cooking difficult.
Lands on ingredient list/ Description page.
• Content creators as YouTube cooking channels can
place the link with the recipe video for incentives. Order Now Add to basket Customize
Confirms payment

Delivery
• Makes cooking much • Number of orders placed.
easier. Review/Coupons/Cashback
• Number of Re-orders.
FEATURE 2-ORDER BY RECEPIE
In any ingredient can

User chooses order Ingredients used in be added or
by recipe option the recipe can be removed from the
from here. bought as a whole. final list by the user
FEATURE 3-BIG MARKET IN REGIONAL LANGUAGE
• Increases the number of target users of the app and

Costumer with demand
also the convenience of the users with the app.
Sees an Ad.
• Users to be given a pop-up message in Hindi/
regional language to choose the language when they Arrives on the app for the first time.
first arrive on the app.
Pop up message asking to choose language.
Searches product or recipe

• Number of orders
• Convenience in using placed by such users.
the app for large no
of users. • Growth rate in non –
English language users.
FEATURE 3-LANGUAGE OPTION
User can search and

buy the products in
the chosen language
User required to
choose a language
when he/opens it
for the first time.
PRODUCT PORTFOLIO EXPANSION
• New products to be added in the product portfolio New products to be added

include products that are not affected much by
brands and come under daily essentials.
• Home delivery of items such as undergarments,
towels, thermal wears will bring in more costumer
involvement.
• Such products are often not affected by brand name
Tie Under garments Handkerchief
and can be bought and sold locally.
Success metrics
• Growth rate in the segment.
• Percentage share of these new products in total sales.
Towels Curtains Thermal wears
PRODUCT PORTFOLIO EXPANSION
User becomes aware

of the new product
line.
Tie Under garments
New categories of Handkerchief Towel
products to choose
from for the old and
new users. Curtains Thermal wears
Conclusion
Problem Big market has less market share and is available in only 3 cities.
Goal To reach out to new costumers by introducing new features and products.
Feature
. introduction :-
1) Subscription basket
Solution 2) Order by recipe
3) Language option
Product introduction:-
1) Daily use essentials like towels, undergarments etc.
1. Growth in number of users.

Success
Metrics 2. Reorders in the subscription basket segment.
3. Number of orders in new product line.

THANK YOU

Bigmarket: Product Case Study: Byteamprayas

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BIGMARKET: PRODUCT CASE STUDY

DAYA J GADA | 35 | SUNDER PRASAD | 24 | JETHALAL GADA |47|

Costumer with demand of a product BOTTLENECK

Order cancelled Delivered

IMPROVED USER JOURNEY

• Offers one-click re-ordering of a list of pre-decided Searches for the product

Value proposition Success metrics

in offline shopping of the feature.

The products list of the

IMPROVED USER JOURNEY

Value proposition Success metrics

In any ingredient can

IMPROVED USER JOURNEY

• Increases the number of target users of the app and

Searches product or recipe

User can search and

• New products to be added in the product portfolio New products to be added

User becomes aware

New categories of Handkerchief Towel

1. Growth in number of users.

3. Number of orders in new product line.

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