A Product Teardown Case Study

Increasing Average Order

Value (AOV)

Archit Khanna
October ‘22
Problem Statement
Dunzo is looking to come up with ways to get young couples and families with kids to
engage more with their platform and as a result, increase their AOV by 30-40%.
 ● Understanding the problem
statement
● Why solve this?
● User Persona & User Experience
● User success journey
● User behaviours
● Solutions
● Priority Matrix
● Impact

Contents
Understanding the
Problem Statement
The ‘Average Order Value’ is a key metric here to measure
how much users are spending on every order.
 WHY HOW WHEN WHAT
will the customer will the customer will the customer will the customer
add more items? add more items? add more items? add?

● Sees a relevant ● “One click add” on ● Something ● Relevant items

item the checkout page reminds him/her that he/she needs
● Doesn’t want to go itself of an item ● Complementary
to another app ● Go back and ● To avail discount items
● Better discounts search for item coupons ● Items relevant
than market ● Go back and scroll ● Environmental according to the
● Fast delivery through relevant circumstances time of the
● Trusted quality items (opportunity cost day/month
of going and
buying something
during the later
part of the day)
 Why Solve This?
● Adding more value to the customer
● Increasing User Acquisition
● Increasing User Segment
● Increasing Client Segment
● Increasing User + Client trust
● Increase in overall success metrics of the company
 User Persona

User 1: Arjun and Sanya User 2: Amit, Prerna and Shaurya

Both working Amit: working, Prerna: housewife

About Core Needs About Core Needs

● Get back home by One platform to order many ● Gets back home at Healthy and high quality
7pm things. Especially the 9pm products, especially milk
● Tech savvy monthly grocery stock. Also, ● Not too tech savvy products for Shaurya.
● Go to the gym the midnight cravings! ● Gotta drop Unconcerned about Delivery
right after work Shaurya to Time.
Pain Points
● Focussed on a playschool at 8am
Apps don’t ensure quality Pain Points
healthy diet products. ● Extremely health
Do not trust online orders.
● Quality conscious Forgets to add conscious
Not sure about quality of
● Love to order complementary things while ● A bit resistant to
products
things online ordering online orders
 User Experience
User 1

User 2

App Onboarding Item Visibility,

Quality Assurance Checkout Page Delivery Time
Relevance, Search
A Typical User Success
Journey
 User Behaviour Desired Behaviour

User 1 User 2 User 1 User 2

Start of Month Max Orders Max Orders Start of Month Max Orders Max Orders

Mid of Month As per needs As per needs Mid of Month Max Orders Max Orders

End of Month As per needs Essentials only End of Month As per needs As per needs

Focus Point: Max Orders

Solution #1: “People also ordered” carousel at
checkout page

What to include? Benefits Success Metrics

● MORNING HOURS: ● Increase in ● AOV (North Star

bread, dairy number of items Metric)
products etc. added ● Time spent per
● EVENING HOURS: ● Increase in AOV user @checkout
snack focussed ● Increased user page
items satisfaction ● Items added from
● Items with highest ● Maximum value carousel
discounts provided
● Items same as the
category of the
maximum added
items
Solution #2: Automated “Most Popular”
Carousel according to time + days

What to include? Benefits Success Metrics

● First week of ● Cue for the user to ● AOV (North Star

month focus: explore more Metric)
provisions, items ● Items added from
pet/home care ● Relevant items will “Most Popular”
● Morning Time: create a carousel
Breakfast, dairy personalised
products, experience for the
fruits/veggies user
● Evening: Snack
focussed items
● Night: Health and
wellness etc
Solution #3: “People also added” prompt
when a user adds an item

What to include? Benefits

● Relevant items to ● Cue for the user to

the one added to explore more
the cart items
● Potential increase
in AOV

Success Metrics

● AOV (North Star

Metric)
 Solution #4: “Bestseller” and “Quality
Assurance” tags

What to include? Benefits Success Metrics

● Applied to all items ● Cue for the user to ● AOV (North Star
Bestseller Metric)
according to the add more items to
amount of sale cart ● Number of items
● User-Trust added with
Tags ● Reduce bounce off “Bestseller” tag
rate @checkout
page

What to include? Benefits Success Metrics

Quality ● AOV (North Star
● Applied to Dairy, ● Cue for the user to
Assurance Vegetables, Fruits add more items to Metric)
and Meat cart ● Number of items
● User-Trust added with
● Reduce bounce off “Quality
rate @checkout Assurance” tag
page
Bestseller Tag Quality Assurance Tag
Solution #5: Improving the location of “Add
More” CTA on checkout page
 Priority Matrix

HIGH EFFORT
#3 “People also
added” prompt

#1 “People also added”

carousel @chekout

LOW VALUE HIGH VALUE

#2 Automated “Most
Popular”

#4 Bestseller/Quality
Tags

#5 Location of “+Add
More”
LOW EFFORT
 Impact

● Sample Size: 10 ● User Segment:

Bachelors, young
couples, couples
with kids
Thankyou!