DoorDash, Inc. is a San Francisco–based company that operates an online food ordering and food delivery platform. It trades under the symbol DASH. With a 56% market share, DoorDash is the largest food delivery company in the United States. It also has a 60% market share in the convenience delivery category.
Platform
Mobile Application
Domain
Online food ordering and food delivery platform based out of San Francisco, USA
Role
UX & UI Design
Target Users
Identifying the product user, makes it possible to thoroughly work through the user interface and ensure it adapts to the needs of the end user.
Working Professionals
Frequent Traveller
Families
Senior Citizen
Goal
The goal of this project is to provide the best user experience for ‘Homechef’ category within the DoorDash application.
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Provide seamless navigation and intuitive user interface for effortless ordering.
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Provide benefits from personalized recommendations based on past orders and preferences.
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Easily browse and select from a wide variety of home chefs and cuisines they offer.
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Access detailed menu information, including ingredients, heating instructions and other details.
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Provide an option for special requests while placing orders and ability to order scheduled meal bundles in advance.
4 WH Method
What is the problem statement?
The problem statement is to design an intuitive entry point for homechef section on the DoorDash application.
Who are we solving it for?
The target users are broadly classified as senior citizens unable to manage meals, working professionals running on a tight schedule for grocery shopping and cooking healthy meals, travelers who are always on the go and need quick ready to heat meal options and for families seeking healthy meals on regular basis.
Why are we solving this problem?
To promote quality, authenticity, and convenience in meal offerings. To also cultivate healthy eating habits among users through diverse home-cooked meal options and provide business opportunities to talented home chefs by providing them with a platform to promote their culinary talent.
What is the goal?
The goal is to provide users with a variety of home cooked meal options to choose from by simply browsing through the app and gain benefits from personalized recommendations based on past orders and preferences. The aim is also to provide an ability to order scheduled meal bundles in advance and add special requests while placing orders.
Desk Research
This desk research explores the significance of home-cooked meals being delivered to individuals and families. It examines the benefits of this service for health, convenience, time-saving, and increasing business opportunity for home chefs.
Health Benefits
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According to a study published in the International Journal of Behavioral Nutrition and Physical Activity, individuals who frequently cook meals at home consume healthier diets, with higher intakes of fruits, vegetables, and whole grains, and lower consumption of fast food and sugary beverages.
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The Centers for Disease Control and Prevention (CDC) reports that obesity rates are significantly lower among adults who eat home-prepared meals more frequently compared to those who eat out more often.
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Home-cooked meals are often prepared using fresh ingredients, allowing for better control of portion sizes, nutritional content, and the avoidance of unhealthy additives like excessive salt, sugar, and trans fats.
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Research indicates that regular consumption of home-cooked meals is associated with lower risks of obesity, cardiovascular diseases, and other diet-related health issues.
Convenience and Time-Saving
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A survey conducted by Statista found that 67% of respondents cited convenience as the primary reason for using meal delivery services, indicating a strong demand for time-saving solutions.
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This convenience factor appeals particularly to working professionals, parents, and elderly individuals who may have limited time or mobility.
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Research from Nielsen reveals that 58% of consumers globally are willing to pay more for convenience, indicating a growing preference for services that offer time-saving benefits.
Customization and Dietary Preferences
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A survey conducted by HelloFresh found that 83% of respondents value the ability to customize their meals based on dietary preferences and restrictions.
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According to market research firm Mintel, 62% of consumers seek out personalized food and beverage options that cater to their individual tastes and health needs.
Community Support and Social Impact
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A study published in the Journal of Hunger & Environmental Nutrition highlights the positive social impact of home-cooked meal delivery services, which contribute to community building by supporting local food systems.
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Home cooked meal delivery also supports talented home chefs by providing entrepreneurship opportunity and providing them with a platform to showcase their culinary talent.
Competitor Analysis
Notable competitors in the food industry include Shef, Blue Apron , EveryPlate and many others. In the competitive food industry, many providers offer home-cooked or healthy meal options, yet they often fall short by omitting key details such as chef information, chef reviews, upcoming menus, and special dishes.
Qualitative Analysis
This research seeks to gain insight into the specific needs, preferences, and challenges encountered by our target audience. Key areas of exploration include identifying their meal preferences, assessing the desire for customization, evaluating options for meal bundles, understanding scheduling requirements, analyzing factors influencing their ordering decisions, and identifying any obstacles they may face during the process.
What is your age and profession?
How often do you order food online?
What factors influence your decision when choosing an online food platform?
How important is it for you to have customization options (e.g., dietary preferences, portion sizes) when ordering meals online?
Do you order food from any home based cook? Where do you usually order from? How did you know about the service?
Would you prefer an online platform offering a variety of culinary choices, including homemade meals alongside selections from restaurants?
Are you interested in exploring homemade meal options from specific chefs on an online platform?
How much are you willing to spend on a meal each day, if ordered online?
Would you prefer a subscription-based model for ordering homemade meals regularly, or do you prefer a pay-as-you-go approach?
Would you be more inclined to order homemade meals online if the platform offered reviews or ratings from previous customers?
Would you be more likely to order homemade meals if the platform offered additional services such as meal preparation instructions or reheating tips?
User Persona
Robert Fox
Age
35
Occupation
Product Manager
Marital Status
Single
Location
San Francisco
Background
Robert is a busy young working professional. He lives by himself in a small apartment and doesn’t have a lot of experience with cooking. He finds it difficult to find time and motivation to cook meals after a long day at work. As a result, he relies on fast food takeout options as those are easily available but are expensive and not healthy. Robert is looking out for home cooked meal delivery options so that he can consume healthy and cost effective meals on a regular basis.
Pain Points
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Time Constraints - Due to hectic work schedule, Robert often lacks time to prepare meals at home.
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Limited Local Options - Finding professional and trust worthy home chefs who deliver food can be challenging.
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Hygiene and Food safety - The food ordered should be prepared in a hygienic surrounding meeting food safety standards
Needs
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User Friendly App - Robert needs an app where he can easily browse through options for home cooked meals by home chefs and place order conveniently and quickly
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Menu Options - One platform with a variety of fast food as well as home cooked food will be the most ideal application for any user like me
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Clarity on heating and storage instructions - The food ordered should have clear instructions about heating temperature and methods as well as storage
Goals
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Convenience - Robert seeks a convenient and easy way to order homemade food that save time and effort, allowing him to enjoy quality food without cooking and much hassle
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Variety - Robert is a foodie and enjoys exploring diverse cuisines and is always on the hunt for new and exciting culinary experiences
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Supporting local chefs - Robert values supporting local home based vendors and contributing to their success and promotion
Empathy Mapping
Pain Points
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Limited time for cooking
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Difficulty finding trusted home chefs
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Wanting more variety in their meals
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Rising health concerns due to consumption of unhealthy junk and fast food options
Gain Points
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Convenience of ready made meals
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Exploring new culinary experiences
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Supporting local chefs
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Saving time on meal preparations and eating healthy home cooked food
Summary of user insights gathered
Recording all user insights will facilitate the integration of features into the app during the design phase.
Clarity of information
Users want to see upfront which chef they are ordering from and the menu offered.
They want to know about heating instructions and other necessary information about the food item.
Users are also interested in new menu item the chef has to offer.
An unclear menu or lack of information about a menu item can be frustrating.
Savings
Users always get attracted to products with offers/discount.
They want to know how much money they will save.
Quick checkout
Users want to place orders quickly and efficient with clarity of required information at first glance.
A complicated ordering process can deter customers from placing order.
Scheduling
Users find scheduling weekly meals to be a north star feature, which will add convenience and save time as well as effort to order meals regularly.
Trust and reliability
A chef’s profile can be a great way to gain customer trust since concerns related to food safety and hygiene seem to be more with home-chefs than with restaurant related orders.
Key Findings
This research seeks to gain insight into the specific needs, preferences, and challenges encountered by our target audience. Key areas of exploration include identifying their meal preferences, assessing the desire for customization, evaluating options for meal bundles, understanding scheduling requirements, analyzing factors influencing their ordering decisions, and identifying any obstacles they may face during the process.
82%
82% users prefer eating homecooked meals over outside meals during a typical busy week.
50%
50% of users find it important to have customization options for dietary preferences.
70%
70% of users think a subscription based model will help save time, efforts and money.
Unique Selling Preposition (USP)
A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than other competitors in the market,
Authenticity
Indulge in the comforting flavors of homemade meals crafted with care by talented home chefs. Embrace the convenience of delicious homemade food without the burden of cooking, cleaning, or meal/grocery planning.
Discover the magic of homemade goodness, lovingly prepared by talented home chefs who pour their heart into every dish. Say goodbye to kitchen stress and hello to the joy of enjoying homemade meals without lifting a finger! Delivering warmth and flavor right to your door at your convenient time, making every mealtime a delightful experience.
Quality Assurance & Flexibility
Rest assured knowing that every meal is prepared with the highest quality ingredients and adheres to strict hygiene standards, ensuring a safe and satisfying dining experience. Each chef holds a food safety certificate along with chef’s rating and reviews displayed on their profile, knowing your food safety concerns are met satisfactorily.
Giving you full control over your culinary journey, by letting you choose your desired cuisine to suit your preferences, whether it's dietary restrictions, portion sizes, or delivery schedules.
Scheduled Customized Meals
Explore a diverse menu featuring an array of homemade dishes, from traditional favorites to inventive culinary creations, ensuring there's something for every palate.
Choose meals for the week or required number of days, from the choice of your chef and earn discounts and much more. Schedule when you want the meals to be delivered and at what time!
Say goodbye to kitchen hassles and hello to effortless dining with homemade meals delivered straight to your door, saving you time and energy.
Information Architecture
User Flow
UI Screens
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Objective
To create a user-friendly entry point in Doordash food delivery app offering a variety of home-cooked meals, enhancing accessibility to nutritious, freshly prepared food. The aim is to connect home cooks with consumers, fostering a community-driven platform promoting quality, authenticity, and convenience while supporting local culinary talent.
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Enhance user experience and journey from home screen directed to a dedicated section for home-cooked meals.
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Connect home cooks with consumers, facilitating a community-driven platform.
-
Promote quality, authenticity, and convenience in meal offerings.
-
Cultivate healthy eating habits among users through diverse home-cooked meal options.
-
Ensure that the app provides value to users by providing content tha is relevant and useful to their needs.
Objective
To create a user-friendly entry point in Doordash food delivery app offering a variety of home-cooked meals, enhancing accessibility to nutritious, freshly prepared food. The aim is to connect home cooks with consumers, fostering a community-driven platform promoting quality, authenticity, and convenience while supporting local culinary talent.
-
Enhance user experience and journey from home screen directed to a dedicated section for home-cooked meals.
-
Connect home cooks with consumers, facilitating a community-driven platform.
-
Promote quality, authenticity, and convenience in meal offerings.
-
Cultivate healthy eating habits among users through diverse home-cooked meal options.
-
Ensure that the app provides value to users by providing content tha is relevant and useful to their needs.
Happy Ordering!
UI Elements
Authenticity
Indulge in the comforting flavors of homemade meals crafted with care by talented home chefs. Embrace the convenience of delicious homemade food without the burden of cooking, cleaning, or meal/grocery planning.
Discover the magic of homemade goodness, lovingly prepared by talented home chefs who pour their heart into every dish. Say goodbye to kitchen stress and hello to the joy of enjoying homemade meals without lifting a finger! Delivering warmth and flavor right to your door at your convenient time, making every mealtime a delightful experience.
Quality Assurance & Flexibility
Rest assured knowing that every meal is prepared with the highest quality ingredients and adheres to strict hygiene standards, ensuring a safe and satisfying dining experience. Each chef holds a food safety certificate along with chef’s rating and reviews displayed on their profile, knowing your food safety concerns are met satisfactorily.
Giving you full control over your culinary journey, by letting you choose your desired cuisine to suit your preferences, whether it's dietary restrictions, portion sizes, or delivery schedules.
Scheduled Customized Meals
Explore a diverse menu featuring an array of homemade dishes, from traditional favorites to inventive culinary creations, ensuring there's something for every palate.
Choose meals for the week or required number of days, from the choice of your chef and earn discounts and much more. Schedule when you want the meals to be delivered and at what time!
Say goodbye to kitchen hassles and hello to effortless dining with homemade meals delivered straight to your door, saving you time and energy.
Unique Selling Preposition (USP)
A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than other competitors in the market,