Zomato · Metrics · Mid · 60 to 90 minutes

Zomato ETA experiment, trust up, conversion down

Zomato is an Indian consumer app for food delivery, restaurant discovery, and dining out services. Answer this product management case and get it graded line by line against a weighted rubric.

Metric design
User segmentation
Experimentation
Prioritisation
Decision making

The situation

The VP of Food Delivery has asked you to recommend what to do with Zomato's delivery time estimate experiment before the monsoon season, when delays and customer complaints usually rise. Zomato tested showing more conservative ETAs, on average 4 minutes later than the model's baseline estimate, on restaurant pages and checkout in six major cities for two weeks. Assume the following numbers are illustrative: order conversion fell 2.3 percent, trust score in post-order surveys rose 7 points, orders delivered after the shown ETA fell from 19 percent to 11 percent, cancellation after order placement fell 6 percent, and support contacts about late delivery fell 10 percent. The drop in conversion was largest for repeat users ordering from quick service restaurants within 3 km, while the trust lift was strongest for new users, long distance orders, and rainy hour traffic. Finance is worried about near term GMV, while customer experience leaders argue repeated ETA misses hurt long term retention and brand trust. You need to decide whether to roll back, roll out, or ship a more targeted version, and explain how you would judge success.

What to produce

A 1 to 2 page decision memo.

Your answer must

State a clear recommendation, full rollout, rollback, or targeted rollout, and defend it with the experiment results.
Define one primary decision metric and at least three guardrail metrics, with formulas or precise definitions and explicit decision thresholds.
Segment the impact across at least two user or order groups and explain where conservative ETAs should and should not be applied.
Estimate the expected business and user impact of your recommendation using the illustrative numbers and any additional assumptions you make.
Propose a follow up experiment or rollout plan with scope, timeline, success criteria, and key risks to monitor.

Constraints

Leadership needs a decision in 5 business days.
Implementation capacity is limited to 2 backend engineers, 1 app engineer, and 1 data scientist for the next 6 weeks.
Scope is limited to ETA prediction buffers and how ETAs are shown in the app. No changes to fees, promotions, delivery partner staffing, or restaurant operations this quarter.
ETA messaging must remain honest and understandable to users. You cannot knowingly show misleadingly short delivery times.

Format

Structure the memo in five sections: recommendation, diagnosis, metrics, rollout or experiment plan, and risks. A small table for segments and metric trade offs will make the answer easier to grade.