Blinkit
Blinkit
Overview
Overview
This case study is a personal design exploration. I deeply admire the exceptional design work of the Blinkit team, and this project was undertaken as a personal learning of the mobile app landscape. The main objective was to streamline the driver's journey on the app.
This case study is a personal design exploration. I deeply admire the exceptional design work of the Blinkit team, and this project was undertaken as a personal learning of the mobile app landscape. The main objective was to streamline the driver's journey on the app.
Categories
Categories
UI/UX Design | System Design
UI/UX Design | System Design
Duration
Duration
3 weeks
3 weeks
Team
Team
Anwesha | Tvisha
Anwesha | Tvisha
My Role
My Role
Framed research questions and conducted on-ground interviews with delivery partners. Synthesized findings into user journeys reflecting the day-to-day realities of the job.
Designed the information architecture and created wireframes for the partner app.
Worked on the high fid screens and made the design system.
Framed research questions and conducted on-ground interviews with delivery partners. Synthesized findings into user journeys reflecting the day-to-day realities of the job.
Designed the information architecture and created wireframes for the partner app.
Worked on the high fid screens and made the design system.
Why This Project
Why This Project
When you hear “10-minute grocery delivery,” you picture speed, efficiency, and flawless execution. But behind that promise is juggling between store staff, dispatch systems, and delivery partners racing through unpredictable streets.
In the hyper-fast world of grocery delivery, the customer experience is everything —
but what about the people making those deliveries possible?
We set out to redesign Blink it's delivery partner's flow so that every stage - from receiving an order to final delivery felt clear, streamlined, and human.
When you hear “10-minute grocery delivery,” you picture speed, efficiency, and flawless execution. But behind that promise is juggling between store staff, dispatch systems, and delivery partners racing through unpredictable streets.
In the hyper-fast world of grocery delivery, the customer experience is everything —
but what about the people making those deliveries possible?
We set out to redesign Blink it's delivery partner's flow so that every stage - from receiving an order to final delivery felt clear, streamlined, and human.
How we started
How we started
“understanding the process of order pickups at the dark stores for delivery agents”
“understanding the process of order pickups at the dark stores for delivery agents”
The current ecosystem
The current ecosystem
Blinkit has stores situated within a 2-kilometer radius of its customers. The stores are strategically positioned to facilitate the timely deliveries to customers.
Blinkit has stores situated within a 2-kilometer radius of its customers. The stores are strategically positioned to facilitate the timely deliveries to customers.
To enhance operational efficiency, each order is assigned a specific QR code. Serving a dual purpose: it aids in order count, and helps manage order expiry effectively.
To enhance operational efficiency, each order is assigned a specific QR code. Serving a dual purpose: it aids in order count, and helps manage order expiry effectively.
Existing Workflows
Existing Workflows
Blinkit had interfaces for all of it’s roles for an optimum workflow. Among the different workflows we focused on the picker’s journey and workflow
Blinkit had interfaces for all of it’s roles for an optimum workflow. Among the different workflows we focused on the picker’s journey and workflow
PICKER
( driver)
PICKER
( driver)
PUTTER
PUTTER
FNV
FNV
AUDITOR
AUDITOR
Methodology we followed
Methodology we followed
Surveys and Questionnaires
Surveys and Questionnaires
-Created structured surveys with a mix of closed-ended questions and open ended questions.
-Used google forms that were sent through the driver's group chat.
-Analyzed quantitative and qualitative data to identify patterns .
-Created structured surveys with a mix of closed-ended questions and open ended questions.
-Used google forms that were sent through the driver's group chat.
-Analyzed quantitative and qualitative data to identify patterns .
In-person Interviews
In-person Interviews
-Conducted one-on-one interviews to gain in-depth insights.
-Use open-ended questions to encourage participants to share their experiences and opinions.
-Recorded interviews for detailed analysis.
-Conducted one-on-one interviews to gain in-depth insights.
-Use open-ended questions to encourage participants to share their experiences and opinions.
-Recorded interviews for detailed analysis.
Where the Current Flow Broke Down
Where the Current Flow Broke Down
Drivers pre-book gigs
Drivers pre-book gigs
Goes to the
store
Goes to the
store
Order ID gets assigned
Order ID gets assigned
Deliver to the location
Deliver to the location
Scan the QR
Scan the QR
The current system for order allocation to drivers requires frequent manual intervention. Drivers must physically return to the store and scan a QR code to access order availability.
This process introduces a significant delay due to varying wait times influenced by both driver’ presence at the store and order demand, affecting order and impacting driver’s earnings during that slot.
The current system for order allocation to drivers requires frequent manual intervention. Drivers must physically return to the store and scan a QR code to access order availability.
This process introduces a significant delay due to varying wait times influenced by both driver’ presence at the store and order demand, affecting order and impacting driver’s earnings during that slot.
Relies on manual calling to drivers to handle sudden order spikes or shortages, creating inconsistency and last-minute pressure.
Relies on manual calling to drivers to handle sudden order spikes or shortages, creating inconsistency and last-minute pressure.
Waiting time between scanning and order assignment consumes valuable delivery minutes.
Waiting time between scanning and order assignment consumes valuable delivery minutes.
Partners only order details availability scanning in at the store, leaving them unable to plan ahead.
Partners only order details availability scanning in at the store, leaving them unable to plan ahead.
Fixed, limited slots forced partners into inefficient stop-and-go cycles — rushing for one delivery, then waiting for the next.
Fixed, limited slots forced partners into inefficient stop-and-go cycles — rushing for one delivery, then waiting for the next.
Challenges in the Research Process
Challenges in the Research Process
Limited access - Store supervisors often restricted conversations with delivery partners, forcing us to rely on short, opportunistic chats between orders.
Multiple visits required - Understanding the full flow meant repeated store visits, each time navigating different schedules and varying levels of cooperation.
No user testing phase - Midway through, we were asked not to return to the site, preventing live testing of our prototypes in the field.
Limited access - Store supervisors often restricted conversations with delivery partners, forcing us to rely on short, opportunistic chats between orders.
Multiple visits required - Understanding the full flow meant repeated store visits, each time navigating different schedules and varying levels of cooperation.
No user testing phase - Midway through, we were asked not to return to the site, preventing live testing of our prototypes in the field.
From the driver's POV
From the driver's POV
How did we solve it
How did we solve it
OLD DESIGN
OLD DESIGN
OLD DESIGN
online
online
Profile
Profile
help
help
notifs
notifs
pick-ups
pick-ups
payout
payout
Feed
Feed
Gigs
Gigs
Super store mumbai
Super store mumbai
Ground floor, vikas nagar wsoosjn, vile parle west
Ground floor, vikas nagar wsoosjn, vile parle west
o km
o km
you Are here
you Are here
Go to pick-ups to begin
Go to pick-ups to begin
almost 60% of the users have been using blink it for over 6 months
yet 55% of people still had difficulty to figure out what to do next in the delivery process.
48% found the icons on the app distracting while driving
almost 60% of the users have been using blink it for over 6 months
yet 55% of people still had difficulty to figure out what to do next in the delivery process.
48% found the icons on the app distracting while driving
NEW DESIGN
NEW DESIGN
NEW DESIGN
With a clear CTA, users can navigate the interface more efficiently, accomplishing their goals with fewer distractions and cognitive effort.
With a clear CTA, users can navigate the interface more efficiently, accomplishing their goals with fewer distractions and cognitive effort.
online
online
Profile
Profile
help
help
notifs
notifs
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
you are 6 minutes away from store
you are 6 minutes away from store
1
min
1
min
1 mins
1 mins
3 mins
3 mins
5 mins
5 mins
5 mins
5 mins
6 mins
6 mins
pick-ups
pick-ups
payout
payout
Feed
Feed
Gigs
Gigs
pick up from
pick up from
pick up from
pick up from
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
5 mins
5 mins
6 mins
6 mins
pick-ups
pick-ups
payout
payout
Gigs
Gigs
Feed
Feed
pick up from
pick up from
super store mumbai, juhu
super store mumbai, juhu
go to map
go to map
Order will be packed in
Order will be packed in
6
mins
6
mins
swipe to Accept order
swipe to Accept order
new order !
new order !
NEW DESIGN
NEW DESIGN
NEW DESIGN
Informs drivers of new incoming orders. By providing timely and relevant information, this approach streamlines the driver workflow, reducing idle time and improving overall productivity.
Informs drivers of new incoming orders. By providing timely and relevant information, this approach streamlines the driver workflow, reducing idle time and improving overall productivity.
online
online
Profile
Profile
help
help
notifs
notifs
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
pick up from
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
you are 6 minutes away from store
you are 6 minutes away from store
1
min
1
min
1 mins
1 mins
3 mins
3 mins
5 mins
5 mins
5 mins
5 mins
6 mins
6 mins
pick-ups
pick-ups
payout
payout
Feed
Feed
Gigs
Gigs
pick up from
pick up from
pick up from
pick up from
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
super store mumbai, juhu
5 mins
5 mins
6 mins
6 mins
pick-ups
pick-ups
payout
payout
Gigs
Gigs
Feed
Feed
go back to pick-ups
go back to pick-ups
order Declined
order Declined
Sorry ! order has been accepted by someone else
Sorry ! order has been accepted by someone else
NEW DESIGN
NEW DESIGN
NEW DESIGN
The order is assigned on the first come first come basis - with clear and transparent order assignment system. Providing immediate feedback when an order is claimed by another driver preventing frustration and wasted time.
The order is assigned on the first come first come basis - with clear and transparent order assignment system. Providing immediate feedback when an order is claimed by another driver preventing frustration and wasted time.
Limitations
Limitations
Due to the company's privacy constraints, user testing and A/B testing were not feasible. This limited our ability to gather direct feedback from drivers on their experience with the proposed changes and assess their potential adoption behaviors.
Due to the company's privacy constraints, user testing and A/B testing were not feasible. This limited our ability to gather direct feedback from drivers on their experience with the proposed changes and assess their potential adoption behaviors.
Made with love, coffee and tears.
Made with love, coffee and tears.
Made with love, coffee and tears.