Urban India cannot imagine a world where groceries are not delivered to people's doorsteps. Everyday online grocery delivery may seem unusual elsewhere but for many Indians, it has become an indispensable part of life.
As a trailblazer in the essentials delivery sector, Milkbasket defines this shift towards digital convenience in middle-and-upper-class society.
But this journey hasn't been without its fair share of problems.
Milkbasket initially grappled with the daunting task of overhauling its consumer mobile app to better serve its growing user base and meet ever-growing market demands.
The Challenge
The goal was to revamp the entire user experience, streamline the ordering process, and improve usability for daily grocery shopping.
Our Solution
Introducing user personas helped us tailor the app's features to different segments of users. For this, the team went back to basics: one-to-one research to observe the current user patterns and identify strengths
and areas for improvement in the Milkbasket app.
Key sections of the app were reimagined to reduce the time spent by
a user on an order. We wanted to optimize this process as much as possible for daily users. That led us to invent a new feature from scratch—one that enabled regular users to complete their grocery shopping in just a few minutes by curating a list of frequently ordered stock-keeping units (SKUs). As a bonus, users were also recommended new products and special discount coupons to save money.
Customization for every household. The app learns from user behavior, curating what matters most and quietly fading out the unwanted.
By surfacing relevant products and minimizing digital noise, we reduce friction in decision-making to make every interaction feel seamless.
A shopping journey that feels less like a task and more like a natural extension of the user's needs.
Milkbasket's approach to customization and efficiency made shopping for essentials a smooth and personalized journey for every user.
By strategic re-design and user-centric interventions, Sparklin enabled Milkbasket to redefine grocery shopping for the average Indian consumer. Milkbasket currently delivers over 9,000 products across FMCG, dairy, fruits, and vegetables in 30+ cities, with an average revenue run rate (ARR) of approximately USD 100 million [last updated: 2020].
Our partnership led to greater
customer loyalty and repeat purchases,
marking the company as a serious
industry player in the market.
