How India Swiggy'd 2025
How India Swiggy'd 2025
How India Swiggy'd 2025
How India Swiggy'd 2025
2025
Category
Category
Category
PMM | Growth Micro-Product | FOOD, INSTAMART, DINEOUT | Engagement
PMM | Growth Micro-Product | FOOD, INSTAMART, DINEOUT | Engagement
PMM | Growth Micro-Product | FOOD, INSTAMART, DINEOUT | Engagement
Focus
Focus
Focus
User Flow · Interaction Design · Edge Case · Visual Design · Information Architecture · Theming & Branding
User Flow · Interaction Design · Edge Case · Visual Design · Information Architecture · Theming & Branding
User Flow · Interaction Design · Edge Case · Visual Design · Information Architecture · Theming & Branding
Team
Team
Team
Product · Design · Engineering · Analytics · Copy · Stakeholders · CEO · Business
Product · Design · Engineering · Analytics · Copy · Stakeholders · CEO · Business
Product · Design · Engineering · Analytics · Copy · Stakeholders · CEO · Business
What Did I Do?
What Did I Do?
What Did I Do?
PMM micro-product strategy
PMM micro-product strategy
Experience and flow architecture
Experience and flow architecture
User segmentation and level logic
User segmentation and level logic
Logo, UI elements, and assets
Logo, UI elements, and assets
Edge-case and fallback handling
Edge-case and fallback handling
Design quality control and execution
Design quality control and execution
End-to-end user flow design
End-to-end user flow design
Interaction and feedback systems
Interaction and feedback systems
Theming, branding, and visual language
Theming, branding, and visual language
Prologue
Prologue
Prologue
Turning Year-in-Review Into a Playable Product
Turning Year-in-Review Into a Playable Product
Turning Year-in-Review Into a Playable Product
“How India Swiggy’d 2025” was designed as a platform-wide PMM experience that allowed users to review their activity across all Swiggy verticals through a structured, quiz-based format. Instead of presenting static summaries, the experience transformed user data into interactive moments designed to be explored, completed, and shared.
“How India Swiggy’d 2025” was designed as a platform-wide PMM experience that allowed users to review their activity across all Swiggy verticals through a structured, quiz-based format. Instead of presenting static summaries, the experience transformed user data into interactive moments designed to be explored, completed, and shared.
“How India Swiggy’d 2025” was designed as a platform-wide PMM experience that allowed users to review their activity across all Swiggy verticals through a structured, quiz-based format. Instead of presenting static summaries, the experience transformed user data into interactive moments designed to be explored, completed, and shared.
Key Constraint
Key Constraint
The system needed to adapt in real time to user data availability serving meaningful experiences to active, POI-based, and new users while remaining lightweight, optional, and non-blocking within the core app.
The system needed to adapt in real time to user data availability serving meaningful experiences to active, POI-based, and new users while remaining lightweight, optional, and non-blocking within the core app.
The system needed to adapt in real time to user data availability serving meaningful experiences to active, POI-based, and new users while remaining lightweight, optional, and non-blocking within the core app.
References & Ideation
References & Ideation
References & Ideation
The experience drew inspiration from:
Bollywood storytelling and pop culture
Meme-based feedback and reaction formats
Gamified quizzes with clear progression
Year-in-review products adapted for Indian audiences
The goal was to make data reflection feel playful and culturally familiar rather than analytical or static.
The experience drew inspiration from:
Bollywood storytelling and pop culture
Meme-based feedback and reaction formats
Gamified quizzes with clear progression
Year-in-review products adapted for Indian audiences
The goal was to make data reflection feel playful and culturally familiar rather than analytical or static.
The experience drew inspiration from:
Bollywood storytelling and pop culture
Meme-based feedback and reaction formats
Gamified quizzes with clear progression
Year-in-review products adapted for Indian audiences
The goal was to make data reflection feel playful and culturally familiar rather than analytical or static.
Information Architecture & User Flow
Information Architecture & User Flow
Information Architecture & User Flow
The PMM was designed as a self-contained, multi-level micro-product with dynamic logic based on user data availability.
User Segmentation Logic
Active Users (with data)
Level 1: Personal Quiz
Level 2: City or POI Quiz
Level 3: India Quiz
POI Users
Level 1: Personal Quiz
Level 2: POI Quiz
Level 3: City Quiz
New / Non-active Users
Level 1: City Quiz
Level 2: India Quiz
The PMM was designed as a self-contained, multi-level micro-product with dynamic logic based on user data availability.
User Segmentation Logic
Active Users (with data)
Level 1: Personal Quiz
Level 2: City or POI Quiz
Level 3: India Quiz
POI Users
Level 1: Personal Quiz
Level 2: POI Quiz
Level 3: City Quiz
New / Non-active Users
Level 1: City Quiz
Level 2: India Quiz
The PMM was designed as a self-contained, multi-level micro-product with dynamic logic based on user data availability.
User Segmentation Logic
Active Users (with data)
Level 1: Personal Quiz
Level 2: City or POI Quiz
Level 3: India Quiz
POI Users
Level 1: Personal Quiz
Level 2: POI Quiz
Level 3: City Quiz
New / Non-active Users
Level 1: City Quiz
Level 2: India Quiz
Flow Logic
Flow Logic
Data-aware progression
Progressive disclosure by level
Single primary action per screen
Clear exits and completion states
No dead ends or blocked paths
Data-aware progression
Progressive disclosure by level
Single primary action per screen
Clear exits and completion states
No dead ends or blocked paths
Data-aware progression
Progressive disclosure by level
Single primary action per screen
Clear exits and completion states
No dead ends or blocked paths
Interaction Design & Journey Decisions
Interaction Design & Journey Decisions
Interaction Design & Journey Decisions
Each level consisted of 5 dynamically curated questions, personalized using available user data.
Scoring & Progression System
Users earned 1 point for every correct answer
Each level carried a visible score count
Level completion unlocked a trophy state
Bronze, Silver, Gold for active users
Silver and Gold for new users
Scores and trophies were designed as shareable artifacts, supporting organic reach and recall.
Feedback & Trivia
After each response:
Users received instant correctness feedback
Feedback was reinforced using Bollywood meme based visuals and subtle Lottie animations
A trivia screen surfaced platform-level insights connected to the question
Journey Priority
Maintain momentum, clarity, and curiosity across multiple levels without increasing cognitive load.
Each level consisted of 5 dynamically curated questions, personalized using available user data.
Scoring & Progression System
Users earned 1 point for every correct answer
Each level carried a visible score count
Level completion unlocked a trophy state
Bronze, Silver, Gold for active users
Silver and Gold for new users
Scores and trophies were designed as shareable artifacts, supporting organic reach and recall.
Feedback & Trivia
After each response:
Users received instant correctness feedback
Feedback was reinforced using Bollywood meme based visuals and subtle Lottie animations
A trivia screen surfaced platform-level insights connected to the question
Journey Priority
Maintain momentum, clarity, and curiosity across multiple levels without increasing cognitive load.
Each level consisted of 5 dynamically curated questions, personalized using available user data.
Scoring & Progression System
Users earned 1 point for every correct answer
Each level carried a visible score count
Level completion unlocked a trophy state
Bronze, Silver, Gold for active users
Silver and Gold for new users
Scores and trophies were designed as shareable artifacts, supporting organic reach and recall.
Feedback & Trivia
After each response:
Users received instant correctness feedback
Feedback was reinforced using Bollywood meme based visuals and subtle Lottie animations
A trivia screen surfaced platform-level insights connected to the question
Journey Priority
Maintain momentum, clarity, and curiosity across multiple levels without increasing cognitive load.
Results & Key Learnings
Results & Key Learnings
Results & Key Learnings
Results
Results
Metrics | Point Of Interests | Overall |
|---|---|---|
Users engaged | 49.4K | 880K |
Total quizzes played | 156K | 2.64 Mn |
Repeat rate per user | 3.15 | 3.01 |
% users completed a quiz | 95% | 92% |
% users who completed all 3 levels | 78% | 61% |
Share % (unique users) | 18.4% | 20.2% |
Metrics | Point Of Interests | Overall |
|---|---|---|
Users engaged | 49.4K | 880K |
Total quizzes played | 156K | 2.64 Mn |
Repeat rate per user | 3.15 | 3.01 |
% users completed a quiz | 95% | 92% |
% users who completed all 3 levels | 78% | 61% |
Share % (unique users) | 18.4% | 20.2% |
Metrics | Point Of Interests | Overall |
|---|---|---|
Users engaged | 49.4K | 880K |
Total quizzes played | 156K | 2.64 Mn |
Repeat rate per user | 3.15 | 3.01 |
% users completed a quiz | 95% | 92% |
% users who completed all 3 levels | 78% | 61% |
Share % (unique users) | 18.4% | 20.2% |
Key Highlights
Key Highlights
60%+ users completed all 3 levels, with 92% completion rate.
On an avg., a user played a quiz 3+ times (repeat plays+subsequent levels)
User engagement (completion, progression, repeat plays) was even higher at the POIs
Social listening reach - ~1.24 Mn, with 370+ mentions
60%+ users completed all 3 levels, with 92% completion rate.
On an avg., a user played a quiz 3+ times (repeat plays+subsequent levels)
User engagement (completion, progression, repeat plays) was even higher at the POIs
Social listening reach - ~1.24 Mn, with 370+ mentions
60%+ users completed all 3 levels, with 92% completion rate.
On an avg., a user played a quiz 3+ times (repeat plays+subsequent levels)
User engagement (completion, progression, repeat plays) was even higher at the POIs
Social listening reach - ~1.24 Mn, with 370+ mentions
Other Explorations
Other Explorations
Other Explorations
Beyond the core experience, several design explorations focused on visual identity, shareability, and system cohesion.
Theming System
Logo Design
UI Language & Components
Trophy & Shareable Artifacts
Beyond the core experience, several design explorations focused on visual identity, shareability, and system cohesion.
Theming System
Logo Design
UI Language & Components
Trophy & Shareable Artifacts
Beyond the core experience, several design explorations focused on visual identity, shareability, and system cohesion.
Theming System
Logo Design
UI Language & Components
Trophy & Shareable Artifacts
Final Note
Final Note
Final Note
“How India Swiggy’d 2025” positions PMM as a playable product surface, combining personalization, cultural context, and system-driven logic. The experience demonstrates how engagement-led PMM can scale across a platform while remaining inclusive, lightweight, and design-driven.
“How India Swiggy’d 2025” positions PMM as a playable product surface, combining personalization, cultural context, and system-driven logic. The experience demonstrates how engagement-led PMM can scale across a platform while remaining inclusive, lightweight, and design-driven.
“How India Swiggy’d 2025” positions PMM as a playable product surface, combining personalization, cultural context, and system-driven logic. The experience demonstrates how engagement-led PMM can scale across a platform while remaining inclusive, lightweight, and design-driven.