DoorDash - Guide
Personal Project
Product Manager, UX Designer
Problem
While DoorDash continues to optimize its logistics technology, it has ignored a huge bottleneck in the process – restaurant browsing and discovery. DoorDash advertises its diversity of restaurant offerings, which is what makes it so satisfying to users; however, DoorDash could benefit from showing users the best food faster, rather than making users hunt through each individual restaurant profile. 50% of users interviewed left while browsing restaurants because they were overwhelmed by the process.
Strategy
DoorDash Concierge is the fastest and most satisfying way to discover the food you want, when you want it. Introducing a brand new discovery tool that is housed right within the DoorDash app! This intuitive new guide will present users with a simple path to find whatever will satisfy their craving. Rather than navigating to one restaurant, going back to the home page, and repeating this several times, Concierge will cut straight to the chase by showing the user what’s delicious and can be brought to them the fastest. Furthermore, the more a user invests in DoorDash, the more DoorDash will give back.
Here's a quick story – Jane is passionate about her job, and it often results in her staying long hours at the office. By the time she gets home, she has very little time to cook and is often too tired to do so. She would prefer to have something healthy, delicious and delivered quickly. She's tried DoorDash several times after work, and found that she really enjoys dinner from Tender Greens and Tossed. The next time that she opens the app, several suggestions await her based on these restaurants. She tries Simply Salad and loves it – 5 stars. Jane begins ordering dinner 3x a week and DoorDash Concierge is there to help. In fact, it knows her eating habits and schedule, so it prompts her to choose an entree based on her preferences and takes care of the remainder for her. Concierge is Jane's righthand service. There when she needs it, but never invasive.
Quick, easy and helpful – just as a concierge should be.
View full presentation
MVP of feature
