Doordash Pre-Order

Kitchens Without UX Borders: Supporting Immigrant and Refugee Business Owners by integrating user experience with new features. 

Experience Design
Product Strategy
DURATION
3 Days
SCOPE
Define | Design | Present
TOOLS

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

Overview

DAY 1

Define

1. User Analysis 

2. Product Analysis

3. Market Analysis

DAY 2

Ideate

1. Product-Market-fit

2. Align Business Value

3. Combine Existing Flow

DAY 3

​Design

1. User Task Flow

2. Wireframe

3. Mockup

4. Test with Users

 

 

 

Define. 

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. 

User Analysis

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

User Analysis

User Personas

Product Analysis

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. 

Pro : 

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. 

Con: 

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

    restaurant again. 

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.

Market Analysis

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. 

 

Ideate. 

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.

Inspiration

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

How can we better support immigrant and refugee business owners?

Provide them:

more exposure,

more opportunities.

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. 

Constrains

Ensure lower delivery fees, lower enterprise costs, and not extend waiting time.

Solution

Allow users to pre-order food from further location, and deliver them all together.

 

Design. 

In order to provide users a smooth experience with the new feature. I embedded the pre-order feature into the existing experience flow. 

Wireframe

Content Flow

High Fidelity

Selection ​List

Users land on Delivery

​Entrance Point

my logo.png