CLIENT
Doordash
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ROLE
Product Design
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LOCATION
New York, NY and Remote
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BRIEF
Bring the existing company app into one new designed mobile app
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Doordash
DoorDash faces challenges in boosting loyalty among occasional users and increasing wallet share.
The redesign focused on addressing pain points, improving usability, and adding features to appeal to both loyal customers and casual users who switch between platforms.
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As part of the team, I helped simplify the interface and enhance navigation, streamlining the app for drivers and customers to make deliveries faster and more seamless. My role also involved conducting user research to uncover pain points, creating personas and I also led the prototyping process, from medium to high fidelity.
TOOLS
Doordash
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ROLE
Product Design
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LOCATION
New York, NY and Remote
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BRIEF
Bring the existing company app into one new designed mobile app
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Challenge
DoorDash has been dedicated to uncovering opportunities to deepen consumer engagement and better understand how users interact with the brand through its mobile app.
The goal was to pinpoint areas for enhancement and propose innovative features that would elevate the user experience.
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Outdated to Upgraded
Solution
With this study we explored how we could enhance the overall user experience, create stronger connections with users, and ultimately drive loyalty through thoughtful design solutions.
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Our redesigned app brings value to both customers and DoorDash. For customers, By improving accessibility for users with disabilities, we make the app more inclusive while helping DoorDash reach underserved audiences and build a loyal customer base.
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Approach
In our app redesign, we aimed to enhance the user experience by gathering authentic feedback through diverse recruitment strategies:
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Social Media Ads: Targeting tech-savvy individuals scrolling through their feeds.
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Food Delivery Forums: Engaging with communities passionate about food delivery services.
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Loyalty Programs & In-App Notifications: Reaching out directly to active users within the app.
We sought participants aged 18 and above who had ordered within the last 30 days, used the app as a primary or secondary food delivery service, held a neutral to positive sentiment toward the app, and had no affiliations with the food delivery or app development industries.
This approach connected us with a diverse user group, providing valuable insights to refine the app's design and functionality, ultimately creating a more intuitive and enjoyable experience for all.
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We used interview insights to organize ideas that shaped the wireframes, providing a clear structure to refine and test the user experience.
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Our participants represented the typical user who relies on these services but also has some real-world challenges and expectations.
Design Decisions
Designing for accessibility ensured clear, inclusive experiences for all. We used high-contrast colors, avoided red-green pairings, and chose the Inter font for better readability with 16px text and 150% line height.
Buttons gained strong contrast and subtle hover effects for clarity.
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Used: White text on dark backgrounds and dark text on light. Dark red with white for banners, black with light gray for icons, and dark CTAs with light gray hover effects.
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Avoided: Red-green pairings and low-contrast combinations like pastel-on-pastel.
Results
We tested the app with a group of regular food delivery users who rely on DoorDash frequently, ordering between 4 to 7 times a week. Their feedback gave us valuable insights into areas where we’re excelling and areas that need improvement.
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The Good:
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Wider Delivery Radius: Users loved the expanded delivery area, especially in remote locations. Access to more dining options, particularly late at night, kept them engaged and reduced the likelihood of abandoned orders.
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User Interface Clarity: The clarity of the interface was universally appreciated. Participants found the app easy to navigate, with clear visual cues that guided them through the ordering process. This made the experience feel smoother and less confusing.
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Voice Feature: The voice command feature was a standout. Users found it simple and intuitive, enabling hands-free interaction and making the app more accessible.
Areas for Improvement:
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Feedback on Responsiveness: After users hit the "Add" button, they didn't receive immediate feedback, which affected the responsiveness of the system. This was addressed by implementing a clear notification that appears right after the action.
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Visibility Issue: The cost of each menu item was too small to be easily readable. This was fixed by increasing the font size and making the cost more prominent for better visibility.
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Navigation Issue: Some content cards were not fully clickable, leading to confusion. We resolved this by expanding the clickable area of the cards to improve navigation and interaction.
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The Takeaway:
After resolving key issues, the second round of usability testing yielded a System Usability Score (SUS) of 88.5 reflecting good usability of the updated features. However, a lower rating from one participant brought the average score to 72.5. Despite this, the score is above the industry average of 68, suggesting that the app is performing well overall but still has opportunities for further refinement.