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