DoorDash: A Case study
P2P for DoorDash
DoorDash: P2P Case Study
Note: The following case study is an exercise in human centered design. I am not affiliated with DoorDash in any way.
DoorDash is a delivery service seeking to invigorate local economies by improving accessibility to local businesses. They are currently focused on food delivery, but have plans to expand into other industries in the future.
As a busy parent, I turn to the service often - the time I would spend cooking is replaced with invaluable time with my kids. Given the frequency other parents use the service, I constructed a storyboard to illustrate the power of DoorDash:
Though DoorDash already provides an efficient food delivery solution, I endeavored to find if there were areas of the service that could be improved to enhance a customer’s experience. To do this, I took to the streets.
Armed with a smart phone and a camera, I filmed (generous) strangers as they navigated through the tasks that I gave them. Through careful goading I urged users to the perform the following:
- Schedule a delivery
- Order food
- Adjust various cart parameters
After guerrilla testing the application, I began to develop proto-personas for a typical user of DoorDash.
To better understand the underlying motivation that drives users to turn to DoorDash, I created Job stories. They enabled me to address the context in which a user might need Door Dash
Job Stories try to limit assumptions, while addressing the context of a situation a user is in to complete a "job." Mapping out motivations enabled me to narrow the scope of the problems to address.
I set out to synthesize the information I gathered. As any respectable designer would do, I grabbed a boatload of sticky notes and went to the nearest whiteboard to jot down notes and map my insights on a 2 x 2 matrix.
The matrix was structured so that the x-axis represented what was most important to the user, and the y axis represented what was most important to the business. Plotting out pain points on the graph helped narrow the focus of my efforts as I began the ideation phase. I found the following pain points show up consistently throughout testing:
- Pain Point 1: People were frustrated by the lack of cart without adding an item.
- Pain Point 2: Users were unable to schedule a delivery successfully.
- Pain Point 3: And, most importantly, user's consistently abandoned an order out of frustration: they were unable to see required fields, and as a result were unable to add desired items to their cart.
To begin the ideation phase I turned to pen and paper. The medium allowed me to quickly flush out all of my ideas on paper without laboring over minute details.
Hi Fidelity Mockups
After sorting through the lo-fi sketches I settled on a few ideas to base my hi-fidelity mockups on, and began the process of finalizing the redesign of the DoorDash app:
After I finished the hi fidelity mockups I began employing a working prototype to test on a new set of users to see if the improvements I made within the application made the flow of checkout within DoorDash more efficient. I ran users through the same tasks as I did previously to limit any bias introduced from new questions.
The power of affordances was clear throughout the testing of the prototype I created and the original DoorDash app. Many users stumbled during the checkout process because they did not know that the required fields were required. Changing a checkbox to a radio button with default values indicated to users that an entry must be made in order to continue.
There is a certain amount of functionality that users expect out of shopping cart. Through the frustration exhibited in testing the original application, I witnessed that users expect to be able to adjust all parameters of their order before entering the checkout process.
There is a degree of efficiency that must be present in an online shopping experience. Users get frustrated fast, and may abandon an application altogether if it doesn't meet their needs quickly enough.