Kitchens Without UX Borders: Supporting Immigrant and Refugee Business Owners by integrating user experience with new features.
Define | Design | Present
Sketch | Overflow
This project was inspired by Doordash's Kitchen Without Border Medium Post:
”DoorDash’s mission has always been to connect people with possibility by creating valuable opportunities for entrepreneurs to reach new audiences..."
– Tony Xu, CEO and Co-founder of Doordash
1. User Analysis
2. Product Analysis
3. Market Analysis
2. Align Business Value
3. Combine Existing Flow
1. User Task Flow
4. Test with Users
In order to design valuable features for Doordash, I must understand the product from 3 aspects – User, Product, Market Fit.
I interviewed potential Doordash users, performed product auditing with a few Doordash users and analysed potential competitors in the market.
Conversation with potential DoorDash users:
Always start with must-ask-question, then dig into their stories：
1. Have you used a delivery app?
2. Which apps do you use?
3. How often do you use the app?
4. Which app do you like better?
"I always use Seamless... I don't know if I will (try other apps)...
I think I just started with Steamless and sticked to it. "
– Seamless regular user
"I always check on different apps to see which one has lower fee .... yes, the price is always changing"
– Food Delivery App Power User
"I only tried it once... I don't want to use it again... The guy (delivery man) left my food at a random place and left... customer service said that was my fault."
– Doordash New User
"In the United States? Never... (laughed) Only if I have the money, It's too expensive."
– None user
In order to understand our current user impression to DoorDash, I invited 4 people to sit with me and explore DoorDash app.
Here are some findings based on observation and communication with users.
1. Quick, simple on-boarding experience.
2. Intuitive Interaction, users understand what to do next.
3. Pictures of the food all look great, delivery time seems short.
1. Service fees and delivery fees are too high.
2. Too many fast foods, not enough good restaurants.
3. The pickup map seems overwhelming.
Wish to have:
1. Allow users to suggest a good restaurant to have in the app.
2. Food delivery with further options.
3. Customize recommendation preferences/never see some
Overall, DoorDash has an intuitive and delightful user experience.
However, smooth user experience is NOT the key to attract users – Users care more about PRICE and FOOD OPTIONS.
Although DoorDash has successfully defined its product-market fit. Its still ack of a brand's unique identity.
Therefore, it's important for DoorDash to establish a unique branding, and create new experiences that no other food delivery app provides.
The design of a product often communicate the core value proposition of the company, I want to design a feature that's unique to DoorDash's brand identity.
Also, It's important to design an experience that provides value to the app without disturbing the current experience flow.
During my research, I found out about DoorDash's Kitchen without border program, which "spotlights the human stories of immigrant and refugee business owners we partner with at DoorDash."
I think it would a great opportunity to design experiences that support this inspiring program.
How can we better support immigrant and refugee business owners?
If we use New York as an example. Many immigrants and refugee restaurants are located in places with a stronger culture community.
In other words, location with less strong food culture is missing access to local food from a different culture.
Find a way to allow people who live far away from those food communities to have a taste of the authentic local food.
Ensure lower delivery fees, lower enterprise costs, and not extend waiting time.
Allow users to pre-order food from further location, and deliver them all together.
In order to provide users a smooth experience with the new feature. I embedded the pre-order feature into the existing experience flow.
Users land on Delivery