What is Swiggy’s Dineout feature ?

Swiggy acquired “Dineout” earlier this year. Now Swiggy has integrated “Dineout” as a separate feature in its App. “Dineout” can be used for getting a discount while paying the restaurant bill offline which is similar to “Eazydiner App”. Currently this feature is restricted to “Swiggy One” users alone.

UI analysis:

1. Colors – Throughout the “Dineout module” dark theme is applied so that it is easy on the eyes.
2. Attractiveness – The design is eye catchy with big immersive carousals for restaurant listing
3. Consistency – The design is completely different from its other modules such as Instamart and Order Food section. Maybe it is intentionally kept to give it a premium feel
4. Clarity – All the icons and UI elements are very clear with distinct position

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UX Analysis:

1. Flow:
2. User comes into Swiggy -> Clicks on “Dineout” option -> Lands in Restaurant listing page of “Dineout” -> Clicks on any restaurant -> Call to Action(CTA) in detail page prompting users to buy “Swiggy one” to unlock offers for Dineout -> If it is already bought then this CTA is shown -> “Pay Bill to get offer”
3. Clarity: – The main CTA of “ Buy One to Unlock offers” in the detail page is confusing since many people might not know what is “Swiggy One”.
4. UX Transaction Path length – The transaction path is slightly longer. Since “Dineout is a premium feature for Swiggy One users, the UX flow first leads user to buy this and then reveal the final CTA of “Pay Bill to get offer”.

Possible Success Metrics:

1. Daily bill transaction value through Dineout
2. Number of bill payments done per Swiggy One subscriber in Dineout

Impression:

Overall the UI, UX and the value delivery of this feature is great with one big miss which is the table booking for the restaurants

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