Challenges faced

Before Plotline, the SuperStore team at Meesho found it challenging to uncover insights from their user base.

• They would cold call a set of users to understand why they dropped off, or to learn about their order experience. To speak to 5 users, they would have to call 20
• SMS and Whatsapp surveys would get less than 1-2% response rates

It was challenging to make product and operational decisions with statistically insignificant data sets and biases in prioritization would creep in.

Getting started with Plotline

It was extremely simple to integrate and get started. It took us just 30 minutes of engineering effort. We were ready to go live within 1 day with our customers.

Jatin Bhoj, Senior Product Manager at Meesho

Within a month of integration, Meesho’s SuperStore team configured 30+ targeted surveys to collect feedback on specific products and to check overall NPS. On simple surveys, they received up to a 30% response rate from their customers in-the-moment.

Even multi-step surveys would receive up to a 10% response rate. Here's how they used Plotline.

Quality checks on grocery products

Meesho Superstore runs a grocery vertical which has 2 subcategories:

Fresh products. These typically have a 1-2 day shelf life. For these products, quality perception in the mind of consumers is very important. Ordering online has the disadvantage of not getting the feel of the produce that you’ll be getting.

Staples. This includes branded and unbranded (or regionally branded) products. Consumers typically have doubts about the quality of unbranded/regionally branded products.

The Superstore team set out to understand via NPS how their customers found the quality of fresh and unbranded staple products, as this becomes a major point of differentiation in grocery e-commerce.

• They were able to gather targeted feedback on each product like Atta, Oil and Vegetables, from their customers. This helped them improve the quality of products offered on their platform
• They also saw that “Missing items” came out as a key pain point with many users. This insight helped them improve their operational processes

For our Superstore team, we were able to get targeted feedback on a variety of our organic items. Building a feedback collection system in-house would have cost us at least 1-2 months of product design and tech bandwidth. Today, for any question we have within the product team, our first approach is - “let's run this in Plotline."

Jatin Bhoj, Senior Product Manager at Meesho

Perception of free home delivery

The team also wanted to understand their users’ perceptions about delivery on Superstore. Do their customers understand when free delivery is applicable, how they learnt about it, etc. A quick survey was spun up, and 1000+ responses later, the team was able to validate their hypothesis. The team could clearly see which channels have been working best for communicating with their users about their product.

Plotline helps product and growth teams uncover insights from your users in-the-moment

Product teams need to move fast, but collecting user insights can often be a slow and painful process. Traditional methods of collecting feedback fall short. Email and whatsapp surveys have low response rates, and user calling suffers from low connect rates.

In-app surveys help you build a culture of rolling research in your product organization. Get statistically significant insights that help you improve your product roadmap.

The best consumer tech companies today like ShareChat, Meesho, Khatabook and LazyPay all use Plotline to uncover key product insights and improve their roadmap.