Creating A Schedule Feature For DoorDash
A UX/UI Case Study For Responsive Interfaces
Wants lunch delivered to work since she is too busy to grab lunch
Pain Points
Delivery Fee: Many users complained that the delivery fee is expensive
Wait Time: Many users had really long wait times
Hoping to reach the millennial crowd with food delivery apps
Pain Points
Disputing wrong orders: unable to control drivers/delivery time
Third party concern: having to rely on third parties to promote business
Trying to make some extra side income as a DoorDash driver
Pain Points
Inconsistent Earnings: receives inconsistent number of orders per shift
Gas Expenses: long drives outside of original starting point
DoorDash currently makes $900 million revenue. With the assumption of 250,000 orders per day, DoorDash makes about $9.60 per order (receives percentage from delivery, restaurant, ads). Assuming we increase 75,000 orders (5.7% increase) with this new schedule promo, we can reach $1 billion revenue. At 325,000 orders per day, consumer now pays less in delivery fees, restaurant receives more orders, driver has more efficient routes and DoorDash finally reaches that $1 billion goal.
For the customer perspective, we redesigned the home screen and checkout flow. With this delivery fee discount, we needed to market this new feature to the user. After conducting user tests from a customers, we organized the checkout screen to be clickable cards. We re-used some portions of the original home screen but made it easier to quickly navigate to the order screen (in this example, California Pizza Kitchen).
Home Screen
Ordering from a restaurant
Scheduling a delivery date
Tracking orders
searching restaurants
ordering specific item
Schedule Delivery Promo
Checkout with card layout
ordering specific item
We A/B tested two different payment screens. Test A focused on having the order summary, delivery date, tip, address, and payment all on different screens. Test B had a card layout with all of the screens squashed into one screen. Through easy testing, we found that Test B was more user-friendly than Test A due to the ease of switching through the checkout screen - especially if the user wanted to quickly modify an entry.
Searching Restaurants
Searching Restaurants
Scheduling a delivery date
For the restaurant perspective, we wanted to keep a clean simple iPad layout. With large easy-to-click buttons, a restaurant employee/owner has full access to order and delivery information. After conducting user tests from a few restaurant owners, we organized the main clickable actions into an always visible side-menu. The process should be very simple - businesses shouldn't have to waste time thinking about how to process an order ticket.
All Active Orders Pending Acceptance
Alerting Drivers When Orders
is Ready for Pickup
Order Checklist for In- Progress Orders with checkbox for missing utensils
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