User persona building is one of the tasks to achieve during user research for a product. A well-defined user persona pays off well to all the stakeholders across Design, Engineering, Marketing, Strategy, and Sales. User persona answers three critical questions about the product:

  • Who is going to use the product?
  • Why is the product?
  • What is the product going to be?

What is BigBasket?

BigBasket is an online grocery store, it delivers groceries to households in an on-demand placement of orders. It operates in both the mobile application and website platform. With over 18,000 products and 10,000 brands to more than 22 cities in India.

BigBasket logo Image source: BigBasket

Considering the three personas:

In this case, I will explain three different user personas for BigBasket. A working mother with her kid, husband, and a pet dog. An unmarried guy with mid-career experience. Finally, a boy who has recently started working.

These three personas will provide a holistic view of the users. Evolved from the user characteristics ranging behavior, attitude, profession, earning, etc.

Persona one: Novice 🧍🏼‍♂️

Stewie is a recent college passed out guy, who lives with his former batchmate in shared accommodation. They hired a cook for cooking twice a day and five days a week. He only uses BigBasket to buy Beauty and Hygiene Products (Toothpaste, Deo, Razorblade). Stewie logs in to the App once or twice in two to three months. Spends a maximum of Rs. 500 to Rs. 600, as he does not shop groceries often from BigBasket he is not opting for “BB Star”. He prefers UPI payment and often cancels the order once he sees and buys the product offline.

Stewie’s journey map:

  1. Log-in: Splash Screen -> Welcome to BigBasket -> Choose Location OR Log-In for Existing Customer -> Log In with mobile-phone -> Enter OTP
  2. Product Search: Search -> Add from the list -> Check out -> Enter or Select Delivery Location
  3. Payment: Proceed for Payment -> Choose Payment Method (COD) -> Placing Order -> Order Placement Confirmation

Novice persona journey map

Persona two: Intermediate 👨‍💼

Eric is a 26 years old guy with a job in a Bengaluru based start-up, started working 2–4 years back, he is an unmarried guy, lives alone in a rented apartment, knows how to cook, in the weekends he experiments with different cuisines, he uses BigBasket to buy from all the categories, not a BB Star member, logs in to the App once or twice in 1 month, buys all the monthly groceries at the start of the month, spends a maximum of Rs. 2000 to Rs. 3000 per month.

Eric’s journey map:

  1. Log-in: Splash Screen -> Welcome to BigBasket -> Choose Location OR Log-In for Existing Customer -> Log In with mobile-phone -> Enter OTP
  2. Add product from the list: My List -> Add from the list -> Product Search -> Add from the List -> Check out -> Enter or Select Delivery Location
  3. Payment: Proceed for Payment -> Choose Payment Method (Debit Card) -> Placing Order -> Order Placement Confirmation

Intermediate persona journey map

Persona three: Advanced 👨‍👩‍👦🐶

Karen is 40 years old married lady, she owns an apartment, lives with her husband, has one kid, and has a pet dog. Holds a senior position at her work, uses BigBasket to buy most of the things, but she is also concerned about the quality. Sometimes checks out other platforms too (Grofers, Freshtohome), she has bbStar membership, offline buying for specific items, logs in to the App 5 to 6 times in a month, spends a maximum of Rs. 10000 to Rs. 20000 per month, often calls customer care if she faces any issue.

Karen’s journey map:

  1. Log-in: Splash Screen -> Welcome to BigBasket -> Choose Location OR Log-In for Existing Customer -> Log In with mobile-phone -> Enter OTP
  2. Add product from the list: My List -> Add from the list -> Product Search -> Add from the List (If Express delivery) -> Check out -> Select Delivery Location
  3. Payment: Proceed for Payment -> Choose Payment Method (COD) -> Placing Order -> Order Placement Confirmation

Advanced persona journey map

Closing thoughts

These three user personas of BigBasket are from the observations and talking with the prospects. It may vary based on the example of the situation — during the Covid-19 lockdown period a Novice or an Intermediate persona may behave like an advanced one. There is always a chance that a persona will move to the next stage depending on various factors. As a product manager, the objective will be to help the user personas transition into the next stage by empowering the personas with a smooth user flow.