Why improve the buying experience?
In the case of online grocery shopping in Grofers app, users usually have some idea about what to buy but still like to discover new items to purchase by exploring the app. Not having a clear and impactful user experience will adversely affect the discoverability of items and lead to decision fatigue for users. This may ultimately lead to churn of customers and have a negative impact on revenue of Grofers. So, in order to avoid this, Grofers needs to improve the buying experience of users.