Zepto · Product sense · Mid · 45 to 60 minutes

Raise Zepto basket size without extra friction

Zepto is an Indian quick commerce app that delivers groceries and household essentials in minutes. Answer this product management case and get it graded line by line against a weighted rubric.

product sense
segmentation
prioritization
metrics
tradeoff analysis

The situation

You are the PM for Zepto's core shopping experience. Your director asks you to propose product changes to increase average order value among regular users who already order multiple times a week. Daily order volume is healthy, but basket size has been flat for six months, which limits delivery economics and profitability. There has been no major competitor move, no meaningful app redesign, and no obvious funnel break at checkout. Early user research suggests many customers, especially busy professionals and small families, open the app with a short list, find their usual items quickly, and stop browsing. The business wants bigger baskets, but Zepto's brand depends on speed and low effort, so anything that feels pushy or adds steps could hurt conversion and repeat use. You need to decide where in the journey to intervene, which user segments to prioritize, and what product bets to recommend first.

What to produce

A 1 to 2 page product strategy memo.

Your answer must

Frame the problem clearly, including the business goal, the target metric, and 2 to 3 guardrail metrics.
Segment Zepto users for this problem and choose one primary segment to optimize first, with a brief rationale.
Diagnose where basket size is currently determined in the shopping journey and identify the main user friction or behavior pattern behind flat AOV.
Propose 3 to 5 product ideas that could increase basket size without adding friction, and note expected user value, likely impact, and key trade-offs for each.
Prioritize the ideas into near-term and later bets, and outline how you would test the top recommendation.

Constraints

Do not add mandatory steps to browsing, cart, or checkout.
Do not rely on broad discounts or promotions as the primary lever.
Stay within Zepto's existing grocery ordering experience, no full app redesign.
Focus on existing regular users, not first-time user acquisition or onboarding.

Format

Use short sections with headings such as goal, target user, journey diagnosis, options, recommendation, and measurement.

How Zepto actually played it

A worked answer on lifting average order value at Zepto when daily orders are high but basket size is flat, without adding friction. It covers diagnosing the shopping journey and picking improvements.

Find where in the journey basket size is decided
Add value without adding steps
Prioritize ideas by impact and effort

Built from Product Design Problem: Raising average order value at Zepto by Sreerag Panat.