DoorDash Food Delivery Service Improvement Plan
This project is intended to enhance DoorDash’s current food delivery service to better support restaurants, Dashers and customers.
My Team
Xinyi Hu - Designer, researcher
Kritika Gulati - Designer, researcher
Gabriela Nishioka - Project coordinator
Archanasri Subramanian- Researcher
The Objective
Our primary objective is to center this redesign around the needs and preferences of our users, allowing their input to steer our decision-making process. Based on an exploration into user expectations and requirements within the scope of food delivery.
The Goal
Our goal is to greatly improve user satisfaction by addressing their specific requirements and creating a more personalized and efficient service.
Project Overview
The Problem
Doordash's current model faces issues with customer overcharging, order inaccuracies, delays, and dissatisfaction among Dashers and restaurants due to payment structures and lack of control.
The Research Goal
Redesign Doordash for enhanced user satisfaction by addressing these issues. Conduct comprehensive user research to understand diverse stakeholder needs for a more user-centric, personalized, and efficient food delivery service.
By conducting user research with different user groups, we are able to unfold the complicated service system and discover the intertwined user problems within the food delivery system.
Understand The Current Service
Meet The Users
Persona 1: Customers
Persona 2: Dashers
Persona 3: Restaurant Owners
User’s Pain Points
Customer
The delivery fee and service fee are over-charged.
Wrong orders and wrong restaurant information.
Delays in food delivery.
Poor customer support.
Dasher
Not having a fare-based pay for each delivery.
Low-paying orders are not worth the time and effort.
Finding the customer's residence can be frustrating, especially in metropolitan areas.
Restaurant
The system set up a restaurant for orders without the knowledge or permission of the restaurant
The lack of control on the DoorDash portal is hurting their reputation.
The app takes a cut of the revenues.
Service Blueprint
Creating a service blueprint for a food delivery app can help us visualize the entire service process and identify potential areas for improvement. Here's a simplified service blueprint for a food delivery app:
Customer Actions:
Step 1: Customer opens the app.
Step 2: Customer logs in or creates an account.
Step 3: Customer enters their delivery address.
Step 4: Customer browses the menu, selects items, and adds them to the cart.
Step 5: Customer reviews the order and adds special instructions or preferences.
Step 6: Customer proceeds to payment.
Deliverables
Deliverable 1: Company
Customer feedback loop:
Establish a feedback mechanism for customers to rate their delivery experience and provide comments
Use the feedback to continually improve service quality and address issues promptly
Deliverable 3: Dasher
Improve Dasher experience:
Develop a dedicated app for dashers to manage their deliveries efficiently
Implement a fair and transparent payment system to incentivize dashers and retain them
Deliverable 2: Customer
Personalize customer experience
Allow customers to personalize their orders easily, accommodating dietary restrictions and preferences
Streamlined customer support
Offer multiple channels for customer support, including chat, phone, emails
Deliverable 4: Restaurant
Promotion and loyalty program:
Implement a loyalty program to reward restaurants
Run promotions and discounts to attract and retain restaurants
Local partnership:
Initiate better contracts with local restaurants to boost their revenues
Forge partnerships with local businesses and restaurants to expand the variety of food options
Support local initiatives and promote sustainability
Service Blueprint - Solution
Accessibility Considerations
Keyboard navigation:
Ensure that all interactive elements can be accessed and used with keyboard shortcuts and provide a visible focus indicator for keyboard users
Voice command integration:
Implement voice command integration to allow users to place orders or navigate the app using voice commands
Screen reader compatibility:
Ensure that the app's interface is compatible with screen readers by providing appropriate labels, alt text for images, and ARIA (Accessible Rich Internet Applications) attributes
Takeaways
Conclusion
Continuous Improvement: Our iterative design process, guided by feedback, refined the service blueprint for a superior food delivery app experience.
User and Delivery-focused: The project's conclusion highlights our commitment to enhancing the user journey while ensuring operational efficiency for delivery personnel.
Optimized Experience: Through strategic modifications, we achieved a better, more user-friendly food delivery experience for both customers and delivery professionals
What I Learned
Understanding the importance of service blueprints to improving the whole service flow. Practicing the necessary skills to create a service blueprint to reflect on user problems and design solutions.
Next Steps
Carry on what we have learned and practiced in this class to our actual working cases. Foster a deeper understanding of the existing service problems of food-delivery service, and horn team-collaborative skills to better initiate, create and conclude tactical design solutions more strategically.