Overview
This case study focuses on identifying user experience flaws with DoorDash's mobile app and improving the overall shopping experience.
Duration
2 Months
Team
Danny
Deepak
Sridharan
Sneha
Amrutha
Saksham
Contribution
Research Ideation
UI/UX
Designed the study structure, aiming to provide a comprehensive analysis using both qualitative and quantitative methods.
Did Think Aloud Session and closely observed and documented real-time user interactions with the app. Additionally, I conducted interviews with users to gain deeper insights into their challenges and areas where the app could be improved.
How can we overall shopping experience on DoorDash ?
Our Research Goal:
Improvement in communication package handling
Personalized recommendations,
Managing recurring orders.
The Research aims to evaluate the satisfaction levels among different user groups using DoorDash for their food and grocery delivery needs. This includes both U.S. residents and international students, providing a comprehensive understanding of how the app serves a varied customer base.
By analyzing user experiences, the Research will pinpoint specific areas where DoorDash could improve its services. This might include enhancements in delivery options, product range, or customer support, all aimed at better catering to the diverse needs of its users.
The study will explore the differences and similarities in the shopping experiences of U.S. citizens and international students using DoorDash. This comparison will help understand if the app equally meets the needs of these distinct user groups or if tailored improvements are necessary.
Methodology
Our preliminary demographic study revealed that DoorDash holds a 66% market share. Furthermore, over 60% of the survey respondents from various states in the United States preferred DoorDash over other platforms. Notably, these participants are mostly from the Millennial and Gen Z groups.
Process
Empathize
Define
Ideate
Test
need for better communication and updates
"There's definitely a need for better communication regarding the availability of items. It's disheartening to place an order, only to be informed later that some items aren't available."
Package mishandling
"I've experienced the misplacement of items more than once. It’s disappointing when you open your order to find that something's missing or incorrect, especially after a long wait."
consistent disorientation and confusion
"There's definitely a need for better communication regarding the availability of items. It's disheartening to place an order, only to be informed later that some items aren't available."
Interview
Our preliminary demographic research revealed that DoorDash holds a 66% market share. Furthermore, over 60% of the survey respondents from various states in the United States preferred DoorDash over other platforms. Notably, these participants are mostly from the Millennial and Gen Z groups.
Affinity Mapping
Utilizing affinity mapping, we methodically sorted and arranged the collected data, enabling a clear understanding of user sentiments and challenges. This visual method helped us discern trends, linkages, and principal themes, offering an organized way to process and respond to user input. The collective aspect of affinity diagramming promoted a comprehensive grasp of the information, steering our approach towards developing solutions that effectively meet user requirements and address their issues.
Persona
The creation of user personas was pivotal in assessing the app from a user-centered perspective. We gathered varied insights, needs, and challenges from user interviews and affinity mapping, which enabled us to develop detailed and nuanced personas. These personas were more than just basic profiles; they intricately captured the varied situations and sentiments of DoorDash users, providing a comprehensive view of their experiences with the app, from browsing to delivery.
Participants were asked about their previous experience with the app, motivations for using it, and how frequently they use it. Our team chose to conduct cognitive interviews with the app for two specific tasks to better understand its usability and user experience.
Task 1
Ordering Dietary Items: This task was chosen to assess how easily users could navigate the app to select specific dietary items, which is a common use case. Participants were tasked with ordering specific grocery items, including free-range eggs and the cheapest available chicken breast.
Task 2
Scheduling Orders for Future Dates: Scheduling orders for future dates is a feature that DoorDash offers to users. This task was chosen to gauge the usefulness of this feature, the overall experience of scheduling orders, any potential challenges, and any additional feedback users might have regarding this functionality.
Task Analysis
SUS Evaluation
Recommendations
1.
Better Sorting Features
Create more straightforward and easily accessible options for sorting products and stores.
2.
Search Function Upgrades
Refine the search mechanism to return more precise and relevant results.
3.
Uniform Scheduling Feature
Make sure the scheduling feature is the same across all platforms, including Android and iOS.
4.
Easier Cart Handling
Make managing the shopping cart simpler, particularly for orders involving multiple stores, to reduce confusion.
5.
More Language Options
Introduce auto-translation to English from several languages to ensure seamless back-and-forth communication between the dasher and the consumer.
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Product Design
Experience
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My Insights
Being a part of the DoorDash usability research made it clear how important it is to keep the user in mind while designing, considering the various needs of various users. This project demonstrated how important Qualitative and Quantitative methodologies are from interviewing participants to evaluating System Usability Scale (SUS) results. To sum up, this experience has tremendously improved my research and analytical abilities, highlighting user experience design's constant evolution.