Swiggy Genie
Evolve Courier from a 0→1 product to Swiggy’s first profitable product
When Swiggy expanded beyond food delivery, I led the design and launch of its first pickup-and-drop courier service, SwiggyGo. We repurposed the existing delivery fleet to offer fast and convenient courier services. SwiggyGo was later renamed Genie, scaled to 565 cities, and grew to 15% of Swiggy’s total orders. With constant UX improvements and operational planning, Genie became Swiggy’s first unit economics–positive vertical.
Scaling Swiggy's logistics platform
Swiggy's 2018 vision - offering more to Indian customers
Swiggy Go and its evolution into Genie
Drag the ◀️▶️ slider to see the evolution of Go -> Genie
Swiggy Go 1.0
Time frame
Jun 2019 - Sep 2019
Business need
Extend Swiggy's offering to customers with a pickup and drop service (with a maximum limit of 12 kms) using existing delivery fleet.
Goal
Design a 0-1 service that collects pickup and drop details from customer, provides an option for tasks that need payment at pick up/drop, and track the order easily
Tech requirements
Utilize same track framework as for Swiggy Stores
Add flows in delivery partner app to support payment at either pickup or drop location
Key pre-order flows
The primary intent is to make it easy and intuitive for users to enter addresses and contact details, and easy to capture task details and payment requirement to enable us to serve them better.
Video of Swiggy Go pre-order flows
Set pickup and drop details with contact
Select task type, needs payment or not
Post-order scenarios
Solve the tracking experience for both tasks without payment and tasks with payments. Also, make it easy for the person starting the task to share the tracking link with the recipient.
Task with no payment
Task with payment
Sharing track link
Impact and results post launch
1850 orders daily
on average in metro cities
80: 20 split
between regular & paid tasks
99.3% serviceability
of Swiggy Go orders
55 mins
average time for Go tasks
Swiggy Genie 1.5
Time frame
Oct 2019 - Dec 2020
Business need
Expand Swiggy Go to let delivery partners buy anything for customers from anywhere, to improve customer retention and attract new customers. Rebrand to Swiggy Genie to amplify the magic of this service
Goal
Scale existing Go framework to solve for Buy flows from any specificed store/service. Reskin the entire experience to reflect the brand refresh.
Key constraints
Added complexity for the delivery partner app
Re-training of delivery partners required
I moved to a leader role for this milestone and worked closely with the Stores designer on adding more key features to the existing Pickup and Drop flows
Buy Anything - delivery partner goes to store to buy on customer's behalf
Genie for business - businesses share their Genie link for delivery
Swiggy Go rebrand - to Swiggy Genie to bring out the magical feel
New Genie home
Create awareness of all benefits Genie can offer
Buy Anything
Enable purchases from local stores
Genie for Business
Share with customers to add their own address
Impact and results post launch
27K Orders daily
from 350+ cities
15% Buy Anything
vs 80% courier and 5% Business
68 mins
average time for Buy tasks
-37rs UE for Buy
Poor NPS from delivery partners
Swiggy Genie 2.0
Time frame
Jan - May 2022 (Preorder), Dec 2022 - Apr 2023 (Post order)
Business need
Focus on bringing in UE positive gains from Genie in order to reduce cash burn and improve revenue share to Swiggy's daily orders
Goal
Make the Genie experience more transparent and intuitive and set up the product for success
As Genie 1.5 faced rising costs and operational challenges across cities, the team paused to reassess the product’s future. We aimed to find a more feasible operational model while reducing cancellations and drop-offs.
Two-pronged approach
1️⃣ Roll back "Buy Anything" and "Genie for business"
Buy Anything had a UE of -37 INR vs -16 INR for pickup and drop. Even trained delivery partners found shopping or paying at a store very complex, which led to bad CX and poorer NPS. Genie for Business was consumed into Minis charter to provide delivery service to D2C sellers.
2️⃣ Usability studies via agency
I proposed a thorough usability study of Genie 1.5 in both metro and non-metro cities to identify gaps in usability and how customers understood information across pre-order and post-order flows. We partnered with the usability agency Hureo, whose insights gave us a clear, actionable design roadmap to move forward.
2 cities selected
Bangalore (metro) and Jaipur (non-metro)
12 users tested
Mix of loyal and irregular Genie users
60 min interview
with profiling and user testing sessions
Final designs
Following the insights from the user research & the organization strategy to roll back "Buy Anything" and "genie for business", I led the redesign of Genie with a strong focus on simplicity, emotional design and transparency of information.
1️⃣ Pre-order flows
We focused on creating a simple setup for pickup and drop addresses, and used emotional design and storytelling throughout the flows to give customers peace of mind and encourage them to place Genie tasks.
Glimpse of the new look Genie 2.0
Address switch, more information for user
Improving perception of speed & value
2️⃣ Post order flows
Genie 2.0 was the first product to use the common tracking UI to be scaled across all kinds of deliveries. I worked with a junior designer here to incorporate the new components into Genie along with strong emotional design nudges to ease the user's post order experience.
Clear contextual updates
Both the order status and estimated delivery time are clearly visible above the map. This reduces the need for users to click into help flows and helps ease their anxiety
Motion design for storytelling
Create small but memorable moments that aid the user during the Genie order tracking
Impact and results post launch
+23 Rs UE
from new Genie experience
27 cities
where Genie is UE positive
+6K extra orders
per day across all cities
+4 rs extra revenue
from coupons & surge pricing
Starting May 1, 2025, the company decided to shut down Genie and reassign its dedicated delivery fleet to focus on key areas like food and quick commerce.
Key takeaways
Genie is a product close to my heart because it was the first 0–1 product that was totally different from the usual food and grocery experience. The hardest part of all the updates was keeping it simple while adding features and value that truly showed users how Genie could make their lives easier.
