Product improvement for BigBasket's online grocery shopping journey
Company: BigBasket
Role: Product Manager
Category: Product Design & Strategy
Difficulty: medium
Interview Round: Other
BigBasket is an online grocery service in India. As a product manager there, how would you make shopping with BigBasket a better experience for its customers?
Choose where to focus and explain why, propose improvements, prioritize them, and say how you would know they worked.
```hint Walk one order end to end
Follow a household's order from building the list to putting the groceries away and sorting out anything that went wrong. Look for the steps where a grocery order fails in ways a typical online retail order does not.
```
### Clarifying Questions
- Which service is in scope: scheduled deliveries for larger baskets, the faster quick-delivery service, or both?
- Is there a business goal behind the request, such as more repeat orders, larger baskets, or fewer complaints and refunds?
- Which customers matter most right now: established customers in large cities, or newer cities and people buying groceries online for the first time?
- Can the solution change warehouse and delivery operations, or only the app?
### What a Strong Answer Covers
- A goal for the improvement tied to BigBasket's business, and a justified choice of customer segment.
- Pain points mapped across the grocery journey, specific to groceries rather than generic online shopping, with an argument for which one matters most.
- Prioritized solutions for the chosen segment, with impact, effort and the operational work each depends on.
- A success metric with guardrails such as cost per order, delivery time and refund abuse.
- Risks and trade-offs, including how promises made in the app depend on picking and delivery execution.
### Follow-up Questions
- The top complaint is fruit and vegetables arriving in poor condition. How would you address it, and how would you measure progress?
- How would your plan change for a first-time online grocery shopper in a smaller city?
- Your fix improves order accuracy but adds a few minutes to every delivery stop. How do you decide whether to keep it?
Overview: A product improvement question asking how to make BigBasket's online grocery shopping better for customers. It tests choosing a goal and segment, mapping grocery-specific pain points across the order journey, prioritizing fixes that need operational as well as app changes, and defining success metrics with guardrails.