Tell me about a time you used customer insights to change the product strategy.

S: Delays and frequent cancellations in the pick up process. Ops was in favour of rider availability issue, while the engg team wanted to build eta tracking and rerouting tools

T: I had to be completely sure about the root cause before investing in any new solution

A: Interviewed 10 Sellers across different districts and got to know that packaging and handover issues are the cause since it takes time and drivers can’t wait that long and hence cancel the pick up. Also, analysed the cancellation reasons - 70% were related to package not ready; 20% related to oversized package; 10% were miscellaneous.

We completely changed our approach to streamline the pick up to provide seller timely intimation about the pick up eta; show driver live location to sellers; drop off option to nearest hubs

R: Impact -

• Cancellation dropped from 20% to <5%

• Not focusing on eta tracking tools, saved engg b/w