Big Basket - Product Teardown - Sanjeet Sahu

India’s Largest Online Supermarket ?
Product Teardown Big Basket

Introduction
Objective:
The Objective is to understand the Experience of the User of a Big basket while accomplishing the task and
how easy and efficiently he is able to perform the task.
User Persona:
● User is a single male living in Bengaluru City and ages around 28

● He lives with his friends in a shared flat and shares all house expenses with them
● He is an Graduate and works in a Technology company and is himself very tech savvy
● He prefers to do all his transactions online, from commuting to financial and payment needs.
● He is passionate for work and spend most of time in the office on weekdays and on weekends prefers to
spend time on personal activities and hobby of reading books and watching sports
● Prefers shopping on the Flipkart, Amazon and other Ecommerce websites for good deals and saving
time from window shopping
● For all household chores they have help in the house which take care of things from cooking to cleaning
Task
Buying the grocery for the house for the coming week
User Journey Analysis
Awareness & Discovery:
. On Online Search of
Online Grocery it appears
as the top search on
google
Awareness and Discovery
The app is also having good visibility on key

search words related to online grocery and
is within the top 3 search result on google
play store app.
Homepage
Search bar is visible on the top

and with background color of
green is very easily locatable
Without login User is able to

access the app and location
fetching is helping to pre
understand the
serviceability without
getting the address of the
user and little input from the
user
Homepage
Suggestion
There is no mention about
covid and Safety Protocols
being followed on the
Homepage of the
site,considering this is first
touch point to interact
with the customer , One of
the real state property
should have been
dedicated for the same.
Value prop is missing on

the homepage ,Since the
buyers are supposed to
have the high skus and
Weekly and Monthly
regular purchase , Value
prop right at top would be
helpful to answer what to
expect
Within the BB added
BB Star benefits has been
highlighted which will
act as enabler for the
user to move to the
The Premium membership
Membership has
been highlighted
at top to
immediately lock Suggestion:
The entire Value prop to be
the User as a defined at the top apart from
regular customer free delivery after X amount.
# No of customers already BB
Stars in their nearby regions
can be highlighted
# Average savings on Monthly
basis on being a BB star will
lead to better conversions
Homepage -Category
Homepage has category below

the Promotions and accessed There is Har Din Sasta Tab
by scrolling down , each
category has been highlighted to lure the customers look
with discounts acting as out for deals which will
enabler and also easy to
navigate the particular
give them best of values.
category right from the
homepage.
Search For Desired Product
Search Bar is also covering the

key word search for regional
language which is easing the
discovery of products
The voice search

capability is also
available via google
voice search.
Search from the search

tab is available with
recent searches and
trending searches,
Recent History is good
for quick search
reducing the cognitive
load.
Customer rating is
available for Social
On search We get the Feedback which has
results in the tile now become the very
manner. norm for buying on the
We have details of the E commerce platforms
product in weight ,
Brand Price and filter ,
Add to cart right from

here is for easier
navigation
Filter Options and Sorting

options available on the
search for more refined
search
Filter option is very detailed from the

size to base product covering lot of
detailed information about the product
and making it easier for user to filter out
before hand and reducing the to and fro
movement from one product option to
other product option
All Major sorting options

are also available related to
the product
List
The List tab is containing the all past purchases

of the user from prior transactions, This is very
helpful feature for repeat customers,Given the
products are for regular use and users will keep
repeating same products for the orders on
Weekly and monthly basis, this will help them
to quickly add products to their basket and get
a quick checkout, More like a behavior of repeat
order in restaurants:)
This quickly adds product directly to your

basket, reducing the steps for transactions.
Suggestion:Tags like most popular, top selling can

be put against products to reduce the cognitive
load of user for selection of right product
Basket-Now we have added the desired products in the basket and ready to checkout
In the Cart , we have details of the product
added and the total Sum to be paid and
Checkout button for call to action,
In image-2 We can see Saved for later items-

this is right place for user to remind them
certain products they may have added to be
bought for later , so that they can quickly add
those products and checkout, since they have
saved the product the user will be more likely to
add,
Image-1 We are seeing the Various deals ,offers

based products which is shown to try to do
cross selling of the product
Login & Account
User is nudged at the Address addition

for login and also it automatically
detects the number and logins or creates
account
User has to put minimal effort and is

ready to close the transaction over here.
Delivery Address
User can choose from the existing address and can

add the new delivery address over here.
User can choose default delivery option and choose

the slot from available option and pay standard
charges applicable
There is also option speedup the delivery and

preferred slots for which user has to pay premium.
Suggestion: User can be nudge for the BB Star

program and push for the premium membership
here.
Payment & Order Confirmation
User can choose from the host of payment options

and all major payment options are available for the
user to pay online to COD .
Cash and Card on Delivery are available but user

has been nudged here to avoid those payment
options considering No contact delivery and covid
situations which is a positive aspect wrt to safety.
All offers has been highlighted related to

payments at the payment which reduces
the effort for the user .
Order Confirmation
In the confirmation page,

The Explore button is highlighted with “How much
user could have saved” , the user is being nudged
here for what more he could have been saved, this is
wrong place according to me to promote Premium
Membership, As highlighted earlier it should have
been done at the checkout page,
There is an Option at the bottom with More with

order Which has offers , Pay now option , and add
more options.
This is good option as while buying monthly or
weekly grocery list there is a good chance user
forgets to add one or more product and to be able to
add any product even after payment and alter the
order is something very considerate and gives an
offline experience of making changes till very
reminder and is very relatable.
Thank You
☺

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India’s Largest Online Supermarket ?

Product Teardown Big Basket

● User is a single male living in Bengaluru City and ages around 28

The app is also having good visibility on key

Search bar is visible on the top

Without login User is able to

Value prop is missing on

Homepage has category below

Search Bar is also covering the

The voice search

Search from the search

Add to cart right from

Filter Options and Sorting

Filter option is very detailed from the

All Major sorting options

The List tab is containing the all past purchases

This quickly adds product directly to your

Suggestion:Tags like most popular, top selling can

In image-2 We can see Saved for later items-

Image-1 We are seeing the Various deals ,offers

User is nudged at the Address addition

User has to put minimal effort and is

User can choose from the existing address and can

User can choose default delivery option and choose

There is also option speedup the delivery and

Suggestion: User can be nudge for the BB Star

User can choose from the host of payment options

Cash and Card on Delivery are available but user

All offers has been highlighted related to

In the conﬁrmation page,

There is an Option at the bottom with More with

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