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Suppose that you're the Chief Product Officer of Swiggy (an Indian food delivery app). What are the top 3 metrics that you would track?

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Swiggy is an on-demand food delivery app.  customer ordered food from list of restaurants delivery partners picks up the food and delivered it to the customer's location. Swiggy's goal is to revolutionize the food delivery business by serving hungry customers and helping restaurants to increase their reach.
 
There major pillar of an ecosystem
  1. Restaurants
  2. Customer
  3. Delivery partner
 
Swiggy charges a commission on each delivery this is a major revenue stream for uber eats and another revenue source is advertisement. User journey is divided in two parts 1)Ordered and 2)Post Ordered
 
1)Ordered
Customer Open the app --> browse restaurants --> check delivery time and price --> add an item to cart--> apply coupon --> payment -->Ordered
 
2)post ordered journey
ordered Confirm --> Delivery partner assign- -> pick up ordered -->Delivery -->rating
 
 
Metrics
Adoption:
  • # of app downloads
  • #  of signup
  • # of restaurant register
  • # of delivery partner register
 
Activation:
  •    #of users who complete at least one order
  •    # of a  restaurant that received one order and complete it
  •    # of driver who delivered one order
 
Engagement:
  • Average delivery time linked with this to area
  • #  of orders per user (weekly, monthly)
  • Average order size per user
  • time spent to finalize order per user
  • #  of time order per user / # of time user open app
  • CTR on a different channel like (PN,SMS,Email,Whatsapp)
 
negative metric
  • # of  compliant order / # of total order
 
Referral
  • NPS score
  • App store rating
 
Revenue
  • GMV
  • CLTV
 
Among all top 3 metrics GMV,Average order size per user and #  of orders per user .
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Being CPO, my chase metrics for regular days would be with respect to the following 3 objectives:

1. customer experience - % orders delivered on time

2. customer retention - (1)% split between orders from repeat and new customers. (2)repeat customer/total customer

3. revenue - net loss or profit on day sales

 

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As CPO, you need to focus on both ST and LT goals. If i am to see only 3 metrics on my daily dashboard i would pick revenue & platform engagement (from AARRR - pirate metrics). Basis this i can action on metric drops or funnel improvements. 

  • Revenue 
    • GMV (North Star Metric)
    • # of daily orders (split by city, user segment, new vs repeat users etc.)
    • NPS score (to understand Customer Happiness)
      • Average Order rating, # of returns, complaints raised
  • Engagement / Retention
    • DAU, MAU (split by source - open app direct, organic, cpc, affiliate, notification etc)
    • Conversion Ratio (brand menu PDP to purchase) 
      • split metrics by source of origin - banner, search, push, grid (list page), recommendation engine etc
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