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Development of different features using Agile methodology at Zomato.
Before even stepping into the features and methodologies, let just have a quick overview of the product in the picture i.e. Zomato and the Agile Methodology.
During the late 1990s, a variety of different software development methodologies began to increase in popularity, each having its own set of ideas. However, each of the approaches had common overlaps emphasizing:
The Agile Manifesto resulted in an agreed set of 4 values and 12 principles between the group, which form the basis of Agile Software Development and are still in common use today.
Now a question arises, why Agile and why not traditional PM approach?
When it comes to making changes in the product or a process, agile methodology is much more flexible than the waterfall methodology. While working, if team members feel that there is a need to experiment and try something different than as planned, the agile methodology easily allows them to do so. The best thing about this methodology is that it focuses more on the product than following a rigid structure.
In agile methodology, everything is out there and transparent. The clients and decision-makers are actively involved from the initiation, planning, review, and testing part of a product. Whereas in the traditional approach, the project manager is holding reins of the project, thus others don’t get to make the major decisions.
The agile methodology facilitates team members to view the progress right from the start to the end. This level of transparency plays a significant role to constitute a healthy work environment.
In the agile methodology, every team member shares ownership of the project. Each one of them plays an active role to complete the sprint within the estimated time. Unlike traditional project management, everyone involved in the project can easily see view the progress from the beginning to an end.
In the traditional approach, every single process is clearly defined and planned from the beginning of the project. The project has to be completed within the estimated time and budget. So, any big change or feedback that might push the deadline is skipped. Whereas agile management allows constant feedback that is helpful in providing better output.
Due to high acceptance for feedback in agile methodology, it has become the first choice for many project managers and software developers. They can respond to customer requests as customers get to validate each iteration that enables them to deliver a high-quality product or service within the delivery time.
The Agile methodology seeks alternatives to traditional project management. Agile approaches help teams respond to unpredictability through incremental, iterative work cadences and empirical feedback. Agilists propose alternatives to the waterfall, or traditional sequential development.
Agile development methodology provides opportunities to assess the direction of a project throughout the development lifecycle. This is achieved through regular cadences of work, known as sprints or iterations, at the end of which teams must present a potentially shippable product increment. By focusing on the repetition of abbreviated work cycles as well as the functional product they yield, agile methodology is described as “iterative” and “incremental.”
Incremental development: This enables the team to deliver finished components of the whole in parts. It allows the team to stagger the release of features thus allowing for a better understanding of the market.
Iterative development: This approach allows the team to build upon an idea or a solution that might not be clear at the beginning, but constant feedback at all levels from the customer encourages development in the form of iterations.
The Agile method combines iterative and incremental approaches and encourages a flexible environment. It is iterative as it plans for the work of one iteration to be improved upon in subsequent iterations and incremental because completed work is delivered throughout the project.
Rating/Review Restaurant
Having best-in-class consumer-generated ratings and reviews content is more important than ever. It’s become an expected and influential part of the purchase journey. Consequently, it’s also become an important part of brand and retailer marketing strategies.
Let’s see how to iterate the features to different versions in the steps below:
Iteration 1.0
A simple like and dislike button for creating an opportunity for the customer to give feedback by easily clicking on either of the two buttons as per the service provided.
Iteration 2.0
To better understand the quality of the restaurant, a linear scale in the form of 5 stars can be introduced with a “write a review” box which would offer the end-user an option of providing a detailed description of his thoughts about the service offered.
Iteration 3.0
Providing a more interactive feature for the customer by giving the option to the customer of adding media to the review that he/she is posting. This will make the customer feel more expressible which can, in turn, provide a trustable review.
Iteration 4.0
Adding a social media integration to the rating/reviews feature will help the user to share his or her views for a particular restaurant service on a social media platform.
Filters for search
A company like Zomato having a humongous database of food dishes and cuisines, it becomes a difficult task to provide a filtered search for the end-user.
With an iterative approach, the search filters can be developed in the following manner:
Iteration 1.0
Filter types such as “Vegetarian” and “Non-vegetarian” are added with the Cuisine type such as “North Indian”, “Mughlai”, “Chinese” or “South India”.
Iteration 2.0
Filter types such as “Location”, “Rating”, “Cost”, “Relevance” should be added which will provide more detailed search results.
Iteration 3.0
Online Ordering
Online ordering features can be implemented in an iterative way as shown below:
Iteration 1.0
Iteration 2.0
Iteration 3.0
Addition of customer relationship features such as:
Implementing Agile methodologies helps an organization to keep up with the rapidly changing dynamics of the industry and changing consumer preferences. It helps product managers to add meaningful features and remove the ones that are not used, thereby offering value to both customers and the organization. Moreover, I believe that superior user experience is the primary factor that drives consumer loyalty.
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