Teardown · 2024
Swiggy Onboarding
First-run friction on a delivery app, framed as fixable decisions.
An independent analysis based on the publicly available product. No proprietary data or client relationship is implied — it shows how I frame first-run friction as a set of fixable decisions.
The first run decides everything
A new user gives a delivery app about thirty seconds to prove it is worth keeping. Onboarding either gets them to a relevant first screen fast — or it asks for too much, too soon, and loses them.
Asking before earning
- Permission walls up front. Location and notification prompts before the value is clear feel like a toll, not a benefit.
- Empty first impression. A generic feed before personalisation kicks in wastes the most attentive moment.
- Account friction. Forcing sign-up before any value delays the only thing the user came for.
Earn each ask
- Show value first — a relevant, local first screen before requesting anything.
- Ask in context — request location at the moment it visibly improves the result.
- Defer the account — let people browse and intend before they commit to signing up.
Every permission and every form is a withdrawal. Make a deposit of value first.