How Swiggy Delivers Emotional Food

The subtle but meaningful steps and interactions.

Hello there!

I’m sure you will agree that the value and the success of an application lies in not its high-end features but in how well it can tap users’ emotions.

Be it humans or apps, we always fall in love with those that can figure out what we want before even we realise it. And to those who we have to specify every little detail, well, you know what happens to them! 🙄

One such mobile app that I have fallen in love with is Swiggy, the food delivery app. Well, now it does not just deliver food but groceries and stuff, carries parcels etc. But when we think of Swiggy, we always think of a food delivery app that will bring us deliciousness packed in warmth (or ice, depending on what you order). 😊

Among the several small updates that Swiggy has been providing, I found a few worth mentioning. Maybe that’s because these features specially make my interaction with the app easier. And I’m sure that it’s not just me but a lot of Swiggy-users out there! Let’s get started, shall we?

1. Slide to Pay

How have we dreaded that we might accidentally place an order while on the cart screen! Maybe we are talking with our friends or family, trying to cut out the noise and understand who is demanding what. Or maybe we are hangry or are absent-mindedly browsing and tapping away. And BOOM!! The order has been placed! What the flower!!

Well, Swiggy has solved this misery of mine by changing its regular “Proceed to Pay” button to “Slide to Pay”. Sliding is a gesture that can never happen accidentally. One has to consciously slide the arrow icon all the way to the end of the horizontal bar to go to the payment page. That has actually saved me quite a lot of times!

2. Eco-friendly Delivery

Most of us speak of sustainability but hardly have enough ideas to support it, right?

In comes Swiggy with its eco-friendly delivery service where multiple deliveries on the same route are taken together. Yes, it does take a little more time that the usual solo delivery but that’s only 5–10 minutes more. Absolutely affordable! I mean, the first day I saw it, I had started opting for it instead of the standard delivery option.

But does everybody choose it? Probably not. I mean, why choose to delay my food when it can come to me quicker at the same price? What’s in it for me?

Money! Savings!

Swiggy probably realised that users need an incentive to choose the slightly delayed service option. Which is why, they charge you a little less if you choose the eco-friendly option over the standard delivery option.

Smart move!

3. Food Based on Mood

Whether we agree or not, our appetites are slaves to our moods. Happy? I need something absolutely unhealthy! Sad? I need something sweet. Angry? Damn, I need something hellishly spicy!!

Well, that’s how my brain functions. And I’m sure most people’s brains function in a similar way but with different taste buds.

Swiggy understands this. And so, they have categorised food based on how we feel at the moment:

• Explore all MOODS
• Go for a SURPRISE
• Something LIGHT
• Something EXCITING

It’s like when Netflix had introduced that “Play Something/Surprise me” feature where they randomly played a movie or series based on your watch history. Well, that feature is long gone from Netflix now owing to low usage. Let’s see how this one fares on Swiggy.

4. Food Suggestions Based on Time of Ordering

This verbiage above can be improved. The subheading is bad, I know. But right now, I do not know how to make it sound better.

But Swiggy knows how to make things feel better! For example, while browsing the app late night, I got options like:

• Get it quickly
• Late night bestsellers
• Popular brands

I’m not sure if similar options are available during the daytime or evening. I’ve never noticed since I mostly knew what I needed. Anyway, “Popular brands” is fine. It’s common. But what stood out for me are the other two options: “Get it quickly” and “Late night bestsellers”.

Yes, if I’m ordering late night, I shall not be able to wait for too long, right? And I’d very much love to know what might be good during the wee hours, thank you!

5. Highlighting the Delivery Address When Ordering for Someone Else

When you’re ordering for yourself, Swiggy shows the delivery address at the top just like usual. But when you’re ordering for a different name,, it highlights the address right at the beginning of the screen with a warning, sort of:

“You are ordering for Frodo Baggins.”, followed by the address and phone number (Hobbiton, The Shire, Middle Earth).

This leaves no doubt in my mind that I’m placing the order for the right person at the right place!

6. Delivery Tip

Even with subscription for free deliveries, we sometimes want to tip the delivery executive for bringing us food in the harsh weather. And summers here can be really harsh! Really!! Or maybe its the festive season and we are feeling generous.

This option to tip the delivery executive (with a minimum of ₹10) actually makes me feel less guilty when ordering food in the awful heat of the noon. Maybe it doesn’t lessen their troubles under the sun but at least I feel better knowing that I could compensate for it in a way that’s accessible to me. Plus, I try to order food from the nearest restaurant possible in such cases. So, that lessens my burden of guilt towards humanity.

7. Open Bill

I find it really annoying when I have to tap to see the detail of every damn thing!

• What items have I added in the cart? Tap to see the details.
• What address is it being delivered to? Tap to see the details.
• Why are they charging me so much? Tap to see the details.
• What are the payment options? Tap to see the details.

I’m tired of the taps! I’m hungry, and all I want is my food! So, could you please make it easier for me??

Thank God for the kind people at Swiggy, I do not have to tap so many times. You get all the details (except for the address which is shown partially if it’s for yourself) out in the open, accessible easily just through a few simple scrolls.

And the best part? It does not secretly add “donations” to the bill. What’s there is out there for all to see.

8. Complimentary Food Suggestions

Now, while this is purely a marketing strategy, it sometimes serves us good. On the cart page, Swiggy shows a few complimentary dishes from the same restaurant you are ordering from.

It’s like those neatly stacked rows of stationaries or chocolates or perfume samples near the cash counter of a retail store. At least 1 in 10 people will definitely be tempted to pick something up from there and add it to the bill.

9. Delivery Instructions

Everything is at the distance of a finger tap. All you want them to do:

• Avoid ringing the bell
• Leave at the door
• Directions to reach (that requires a bit of typing)
• Avoid calling

— everything can be just with taps. Tap. Tap. Tap-type. Tap.

Done!

When you don’t have to waste seconds opening dropdown menus and pop-ups, you can do a lot more with your time!

10. Whitespace and Contrast!

Ah, the beauty and serenity of white space surrounded neatly by beautifully contrasting elements!

While this is not a feature, I feel like it’s worth mentioning. Picture this:

Forget about prices. If you’re given the choice between shopping or simply browsing in a really posh mall and in a heavily loaded retail store, where would you wish to set your entirety in? Imagine that both sell the same items at the same price.

I know my answer: the one with more space and less crowd.

Whitespace is a blessed thing that many people do not care about. They do not realise that it’s not just an aesthetic thing. It’s a way to guide busy users or users with visual impairments to what they want. It’s a way to make sure that elderly people or those with nervous problems are able to tap on the right element at one go.

Swiggy’s app is refreshing, thanks to the appropriate use of white space. It makes browsing a breeze, and is actually helpful when you do not have to squint your eyes to see every small detail.

There are, perhaps, many other things to write about this app. But let’s keep that story for another day. Maybe till Swiggy decides to launch another update?

Until then, take care and binge healthy! 😉

P.S.: What are your favourite features on your favourite food delivery app? Do let me know! It’ll help me learn.