Group Product Case Study Summary: Improving Engagement & Retention on Zomato

This was a collaborative group product assignment undertaken by a team of three aspiring product managers, focused on identifying and solving user engagement and retention challenges on the Zomato platform. The project followed an end-to-end product management workflow, with responsibilities shared across user research, analysis, problem framing, solution ideation, and prioritization.

Objective

The core goal of the project was to improve user engagement, repeat usage, and retention by uncovering real user pain points and designing meaningful, user-facing features that strengthen Zomato’s product-market fit. As a team, we aligned early on the importance of retention as a signal of product value, habit formation, and long-term growth.

Collaborative Research Approach

The team jointly conducted primary user research, collecting:

48 survey responses across different age groups using Google Forms

15 in-depth user interviews to deeply understand user frustrations, expectations, and behaviors

Insights were discussed and synthesized collectively to ensure alignment and avoid individual bias. Together, we identified user needs related to transparent pricing, delivery reliability, personalisation, clean user experience, healthy meal options, human customer support, and loyalty rewards that feel genuinely earned rather than forced.

Shared Insights & Personas

Based on research findings, the team collaborated on creating data-backed personas, including:

Urban Gen Z budget-conscious foodies

Working professionals with families

Bachelor working professionals relying heavily on food delivery

Each persona reflected distinct behaviors, ordering patterns, and expectations, helping the team balance diverse user needs while prioritizing common engagement drivers.

Problem Framing & Ideation

Through group discussions and whiteboarding sessions, we defined clear problem statements around misleading discounts, cluttered UX, lack of personalization, weak loyalty mechanisms, and poor support experiences. Multiple solution ideas were generated collaboratively, ensuring coverage across pricing transparency, gamification, UX simplification, personalization, health-focused discovery, and support improvements.

Prioritization & Decision-Making

The team used the RICE framework (Reach, Impact, Confidence, Effort) to objectively prioritize solutions. This structured approach helped the group align on high-impact initiatives while balancing feasibility and confidence, reinforcing data-driven decision-making over individual opinions.

Outcome & Key Learnings

The final PRD demonstrated how cross-functional collaboration, shared ownership, and structured product thinking can turn qualitative user pain points into prioritized, actionable product opportunities. The project strengthened team skills in:

Collaborative research synthesis

Data-backed decision-making

Clear communication of product rationale

Balancing diverse viewpoints to reach consensus

Overall, this group project demonstrates my ability to work effectively in team-based product environments, contribute meaningfully across all stages of the product lifecycle, and co-create solutions grounded in real user needs rather than assumptions.

Presentation Link: https://gamma.app/docs/Enhancing-Zomato-User-Engagement-Retention-kgwj48l8a1swhsu