DoorDash/What would you rate Me?

Creating a rating and review system to enhance user satisfaction.

Screen

Mobile

My Role

Deliverables

Background/ Problem

DoorDash is a top competitor in the third-party delivery industry. But numerous users have encountered unfavorable incidents including delivery drivers mistakenly leaving customers' orders at incorrect locations within sprawling apartment complexes. On the other hand, drivers who have performed well, believe they deserve recognition through promotion opportunities.

Quotes from user interviews:

“I wish I could give my driver a rating for delivering my food at the door, I know how hard it is to find my apartment so I feel like he should be recognized.”

- Doordash user

The Goal

Our plan and challenge was to figure out how we can benefit user and employee in one feature. Once we understood the pain points and needs from user interviews, it was time to learn the pros and cons from our competitors.

Competitive Analysis:

Through my research and limited time, I gathered the most data on the top three third party delivery sites on the internet. Here is the information I found:

I learned the dos and don’ts from my competitive analysis, plus interesting concepts that I can use in my own design. Following that, I went back to my recordings of the user interviews to assemble the user persona.

My friend Stephanie is a graphic designer who often uses DoorDash or Uber Eats due to her busy lifestyle with juggling a full time job and three kids. On the other hand, Tom is a busy college student who finds streams of income to payoff his college tuition.

After hearing the users background and creating the personas, The next step was to put the users and drivers pain points into HMWs and POVs. I started to brainstorm solutions that would fix the pain points and cater to the users needs.

POVs

• I’d like to explore ways to allow drivers to be rewarded for going above and beyond 

• I’d like to explore ways to help the drivers receive better & more accurate directions to the delivery location.

• I’d like to explore ways to make a better customer service experience

HMWs

• How might we offer a user friendly experience with ordering through multiple restaurant locations?

• How might we get users to purchase items that are related to the users shopping cart?

• How might we get drivers to come back to the app?

• How might we establish the best delivery experience for the user?

Featured Prioritization:

Our goal of prioritizing features was to visualize what features were a necessity and would be nice to have.

Before going into wireframes, we needed to create the task flow that would benefit the user and driver. The feature was clear, we needed to create a rating system to enchance customer service and give better opportunities to loyal drivers of DoorDash.

The task flow was going through the checkout stage. The goal was to have the tester give a rating to their driver and write a review regarding their experience.

Once the blueprint was down, I moved to Mid-fidelity wireframes so I can start working on a prototype to test out for immediate feedback for the next iteration. After the feedback was given, the final iteration was made and the prototype was finished.

Mid-Fidelity Wireframes

Final Product

Conclusion

Upon finalizing the prototype, I realized this would make an impact for the company dramatically by increasing retention rates on the employee side and would raise the overall customer service experience. The sense of fulfillment from witnessing the fruits of my labor in an improved user experience was truly gratifying. A key lesson from this project revolved around prioritizing organization as a paramount concern. Establishing meticulous guidelines encompassing text styles, color styles, auto layouts, and other vital elements was important in constructing a structured user flow that embodies cleanliness and efficiency.