“Sometimes I spend almost 20 mins on Swiggy 🤯 not sure 🤬 what I want to eat! After a while, I give up and decide that I should just go and make myself some Maggie instead”.
- Karan (bachelor)
Nowadays, an increasing number of individuals depend on Swiggy to meet their food needs. Almost every restaurant has signed up on the platform. This has resulted in users being confronted with a multitude of choices while browsing through the app.
To study how the increase in choices has affected the food ordering experience.
Having more choices usually allows users to buy the exact product they have in mind. But when the number of choices exceeds a certain limit, browsing experience becomes overwhelming, frustrating and time-consuming. Causes confusion, indecision and reduces satisfaction from the purchase.