Lowering Doordash customers' decision making time by eliminating irrelevant results in a fun, simple way
Product Designer (student project)
Prototyping, Illustrations, Feature Implementation
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Figma, Feather Icons, Whimsical, Storyset, Medibang
Over the past few years, there has been a rise in the use of food delivery apps. With just a few taps, you can get food delivered to your door. According to Edison Trends, Doordash contributed to 45 percent of the food delivery market.
My objective: add a new feature to an existing app. However as a user myself, I wasn’t too sure if anything could be improved at first glance. So it was crucial for me to gather a lot of information from other current Doordash users.
To gather more insight, I interviewed four current Doordash users and asked them questions about decision making, exploring new restaurants, and experiences with other delivery apps.
After doing a competitive analysis, I found out that UberEats addressed some of these problems by having features like Food Stories and even showcased top restaurants, which encourage users to explore different restaurants in their area.
Daniel is a full time university student and a part time tutor who has limited time and money. With Daniel in mind, I wrote a scenario and created an “As-is” journey map. With my persona and result findings, I laid out the customer journey from the decision making process to the customer picking up and eating their food. By doing this map, I was able to pinpoint specific areas of the ordering process that could be improved, especially the considering and exploring phases.
I made a couple problem statements based off of these areas and contemplated which area needs to be explored more. Currently in the Doordash app, the pick up and offers and deals are already addressed as there are clear filters for the both of them. So I went ahead and selected the problem statement that would channel in more exploration.
“Daniel wants to discover diverse restaurants in his community without having to spend too much time or money so that he can focus on his busy college lifestyle.”
Afterwards, I used the HMW approach to use a guide to ideate solutions. Here are some that I came up with.
Initially I had envisioned the Discover feature to be a page that would include the showcasing of local restaurants, recommendations, and a banner that would lead the user to the quiz.
After making my first version of low-fidelity wireframes, something felt off to me. I ran into a rabbit-hole effect by having a page with 3 different purposes tucked away. To combat this problem, I crafted a second version.
I made the decision to follow my gut and choose this second version. I’ve seen this card carousel on the app before (see reference images in the image below). Changing the layout of the feature this way made it feel and look more native to the app. Also having these three separate things stand on their own made it easy for the user to locate and recognize its purpose.
As I went into designing my mid-fidelity wireframes, I realized that I wasn’t able to find certain illustrations on Storyset for some of the quiz questions. I went into Medibang, used some references and made my own illustrations from scratch that matched Doordash’s current illustrations.
After making my quiz flows and pages of my discover feature in mid-fidelity, I conducted usability testing with four participants.
Some of the common comments that my participants had were that the portion size question was out of place when choosing dessert and that they wanted more information regarding the restaurants of the recommended dishes section.
During the quiz, there was also confusion on the results message that indicated their selections eliminated places as the quiz progressed.
With the feedback I received, I went ahead and prioritized the following 3 issues for my high fidelity wireframes:
Right under saved stores, we have the "Discover New Restaurants" Feature that has a carousel of all of the three elements that allow Doordash customers discover new finds!
If you're interested in supporting local, small businesses right in your community, this is the place to check out! Become a patron to a mom-and-pop shop and find something new!
Are you always a "chicken tenders" kind of person? Well have no fear, Your Recs is here! Based off of your ordering history, the app will start recommending similar cuisines and restaurants. Now you can find new places without sacrificing your preferences!
The quiz that let's you sort your filters in a fun, stress-free way. Updates you as you go along with the number of results, as a way to show that it's eliminating irrelevant options. Could also double as a way to find out if you are a picky eater!
This was my first time I had a project that I didn't build from scratch or redesign. I had more constraints, especially considering that the feature had to blend in with Doordash’s current style. If I had more time on this project, here are some things I would change or improve:
