DoorDash Redesign
Overview
20+ million consumers on Doordash
450,000+ merchants
2 million + active couriers
Although food delivery services proved popular prior to the start of the pandemic, food delivery apps such as DoorDash and UberEats gained further prominence during the pandemic by providing people with the means to “eat out” in a time that mandated everyone “stay in.” This in conjunction with the looming threat of climate change and the abundant waste created by single-use plastics inspired my team to focus on improving the ecological impact of DoorDash orders by providing consumers with easy ways to integrate eco-conscious choices into online ordering.
Title: DoorDash Redesign
Role: Research & UI/UX
Duration: Jan 2022 - Mar 2022
Team: Hilya Khalil, Bella Liang, Shimika Basuroy, Deyshna Pai,
Research + User Insights
Research: 26 survey responses, 6 interviews, secondary research
“[Being more sustainable] is a very good concept that should be explored. But I don't have time to consciously implement an eco-friendly lifestyle. I would love it if there were more convenient ways for me to be more eco-friendly.”
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The most appreciated feature of doordash, as per our interview data, was the doorstep delivery service.
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On average, interview and survey data indicates users care about sustainability and making sustainable choices but need easy, intuitive ways to incorporate those choices into their consumer habits
Figure 3 — Most survey respondents indicated that napkins and utensils are not highly necessary to be included in their orders while condiments are considered necessary.
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Survey data indicated napkins and utensils rank low on a scale of 1-5 in terms of necessity when included in delivered orders (Figure 3)
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Survey data indicated condiments rank high on a scale of 1-5 in terms of necessity when included in delivered orders (Figure 3)
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64% of survey respondents indicated they would be more likely to purchase from a brand advertised as “sustainable.”
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3/6 interviewees indicated that food delivery apps were not eco-friendly because of the plastic food packaging involved.
App Features
Extending DoorDash: Integrating an eco-conscious focus
Home — The differences of our redesigned home screen from the current DoorDash app is the added GreenDash filter, a banner introducing and educating users about GreenDash when it is first introduced, and the GreenDash symbol next to restaurants that satisfy GreenDash’s eco-friendly criteria.
GreenDash Card — This card pulls up when the user clicks on the GreenDash filter. It briefly explains what GreenDash is and shows a list of sustainable options by which the user can sort. Clicking view results” will show restaurants that fit the selected criteria.
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GreenDash PopUp — When a user clicks a restaurant that satisfies GreenDash criteria for the first time, a popup highlighting the GreenDash button appears. Clicking it accesses the restaurant's satisfied GreenDash criteria. Dismiss this popup by tapping anywhere on the screen.
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Criteria Popup — When the user taps on the GreenDash button in the header, this popup lists the criteria that this restaurant satisfies to be listed as a GreenDash restaurant. The popup can be dismissed by tapping anywhere on the screen outside of the popup.
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GreenDash Card — Restaurant — The restaurant page adds the GreenDash button to the header section to allow users to see the GreenDash eco-friendly criteria that the restaurant meets.
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Check Out — The check out screen maintains the same structure as the current app but has the added section about “single-use accessories.” Customers can select exactly the type of items they want to receive.
User Testing Insights
We tested our high-fidelity prototype by using A/B testing and presented alternative versions of certain screens (home screen and restaurant screen).
Overall our hi-fi user testing revealed:
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All users easily made the association between “GreenDash” and the G symbol, which thus confirmed our design branding choices for the feature extension as effective
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3/5 users mentioned they would like a quick tutorial of how to use the GreenDash filter feature and use the sustainability feature
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3/5 users initially had difficulty understanding the G symbol was clickable to find green criteria information —> we thus redesigned the symbol on alternative screens (homescreen and restaurant screen) to present to our participants
We showed users alternative home screens and restaurant screens pertaining to how GreenDash information could be accessed/viewed. The results were as follows:
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Users preferred home screen # 1’s design
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Users preferred alternative restaurant screen # 3’s design over the other 2
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Below are screens in our final redesign that reflect changes from the current DoorDash app. Check out our final Figma prototype to see the entire interaction, which includes all DoorDash screens that are part of the ordering process. Because our users did not have any other comments on how other screens can be improved, we only presented one before-and-after story to show our improvements to the GreenDash button restaurant screen.
Iteration
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Before — The user would have to click on the green G symbol to access the GreenDash criteria. This button did not look clickable, and the meaning was not intuitive. It also looked cramped.
After — The full name “GreenDash” is present in the button to be more intuitive, and it is placed next to the cuisine type instead of the restaurant name so that the layout is less cramped. We added a pop up that first time users will see, as a tutorial for how to access the GreenDash criteria.
Reflections
If we had more time...
This design sprint was an exercise in rapid figma prototyping! Additionally, I’d like to mention that sustainability and eco-consciousness, two motives we should all start designing with in today’s climate, are much more nuanced than we were able to consider due to the time constraints of the sprint. If we had more time, we would have liked to partner with individuals from environmental science backgrounds when doing our research to further refine our “green criteria” and how it applies to individual restaurant items and ingredients. Additionally, I would like to add a “Thank You” note to the confirmation screens of orders customers place via greendash for their environmental consideration!