Creating a schedule feature for DoorDash
A UX/UI Case Study for Responsive interfaces
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.
Disclaimer: I am not a designer at DoorDash. This was created as a feature design case study at the University of California, Irvine.
Team Members: Justin Mac, Sara Boukai, Tram Nguyen
Timeline: 2 Months
Wants lunch delivered to work since she is too busy to grab lunch
Hoping to reach the millennial crowd with food delivery apps
Trying to make some extra side income as a DoorDash driver
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.
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 a specific item
Schedule Delivery Promo
Checkout with Card Layout
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
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.
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 are ready for pickup
Order checklist for In-Progress Orders, with checkbox for missing utensils
Completed Orders will show up on this screen
Main Consumer Prototype: adobe.ly/2Q2uPFd
Restaurant Owner Prototype (iPad): adobe.ly/3cSPDsy
Driver Prototype: adobe.ly/33cX3Cg
