Case Studies

DoorDash Feature Design

Creating A Schedule Feature For DoorDash
A UX/UI Case Study For Responsive Interfaces

Project Overview

Our team focused on designing a new feature, while redesigning specific DoorDash delivery interfaces from multiple standpoints. We wanted to streamline the delivery experience from the consumer, the restaurant owner, and the driver.

Problem: How can we make lower delivery fees and improve the delivery experience, to increase DoorDash's order volume?

Solution: Focus on all 3 perspectives to make deliver fees cheaper for the consumer, while efficiently improving order volume for restaurant owner and efficient routes for drivers. We created a new feature that will allow consumers to save at least 50% off their delivery fees - if they plan their meals at least 4 hours in advance. This would allow DoorDash to plan more efficient routes, less cancelled orders for the drivers - allowing DoorDash to cut delivery fees.

Timeline: 2 Months

Why DoorDash?

As of Jan 2020, Doordash is in lead of food delivery apps, capturing 33% of market share with Grubhub coming in close at 32%
$900 million in revenue - Uber Eats and Doordash are neck-and-neck in competition
Fastest growing delivery company in America
More job opportunities for restaurant owners and drivers

3 User Personas for 3 Different Perspectives

Katie Munch

User

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

Diego Gonzalez

Restaurant Owner

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

Olivia Le

Driver (known as a Dasher)

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

Incorporating our solution to DoorDash's Business Model

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.

User Flows

Low Fidelity Paper Prototypes

High Fidelity iPhone Prototypes from a Customer Perspective

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

Payment Screen

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

Modal Checkout Screens

The checkout screen had to deal with multiple inputs from the user - requiring multiple screens. With four different screens, each necessary for checkout, I decided to use modal layers so the user can easily navigate through the different checkout steps. Checkout required the user's delivery address, the time of scheduled delivery, payment, summary and tip information. Condensing all that information into these stacked card layouts makes this interface user-friendly. With this layout, the user can quickly return to the previous step - and even reschedule the delivery date/time from step 1 in one-tap.

High Fidelity iPad Prototypes - Restaurant Perspective

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

Key Takeways

Focusing on the three perspectives. Our team attempted to empathize with all users - not just the consumer. We created three user flows - for three different perspectives.
Better user flows: Focusing on three different perspectives within the same app challenged us to understand the pain points for a better user friendly interface. This gave us a broad overview of the transaction between the Doordash customer, dasher, and restaurant. All three interfaces have to be synchronized with each other.
Better organization of information: the use of cards in the checkout allowed for proper organization and chunking of information. The user has a lot to confirm before placing an order - and can now easily navigate the checkout with an all-in-one screen.
Adobe XD Final Prototypes
Main Consumer Prototype: adobe.ly/2Q2uPFd
Restaurant Owner Prototype (iPad): adobe.ly/3cSPDsy
Driver Prototype: adobe.ly/33cX3Cg
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