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Doordash After Sales Service Redesign

Duration
Role
Team
Tag
Tools

Jan - Mar 2022 (12 weeks)
UX researcher UI designer
Teng Wong
 Leslie Aguiar  Wanting Yang  Jiadong Chen
UI/UX
Mobile app  Redesign  Iteration
Figma 

Kickoff

We are designing for users that utilize DoorDash for ordering food and grocery shopping. This food delivery service needs more transparency between the dasher and the customer. We would like to extend features by providing users with more helpful when there are troubles with the order or when the customer cannot locate the dasher. Those apps are very convenient for us during the pandemic, and more and more people are using them. However, everyone in our team had some bad experiences with those apps. We hope we can provide better solutions to bring a better shopping/delivery experience to users.

User Research Findings

We generated 28 survey responses from mostly 18-25-year-old users varying in gender. 

  • Most users described using DoorDash for specifically food delivery services and a small amount for grocery service. 

  • We found that 25% of our survey respondents described encountering in-app issues when utilizing DoorDash. We specified in-app issues as being ‘lack of function’ and ‘confusion’. 

  • We gave respondents a place to describe these issues in the next question and we found that many had ‘app crashes’ and “promo offer bugs” while using DoorDash. 

  • When asking about dasher experiences, some users experienced wrong deliveries, incorrect orders, and missing items. Although some of these issues are system issues, there are ways to facilitate that these issues don’t happen through the app. 

  • 57.1% of participants encountered issues while using the app.

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Problem Statement

We decided to improve our problem statement now focusing more on the post-delivery aspect. Specifically helping the users solve any issues within the post-delivery like wrong orders, delivered to the wrong person, wrong items etc. Before our problem statement focused on the communication between user and dasher but that doesn’t solve many issues that we found in our research and surveys.

PERSONAS 

Meet the Users

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COMPETITIVE ANALYSIS

Know the Competition

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UX Flows

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Low-Fidelity Prototypes

Prototype 01
  1. Starts off with the order summary/progress and there are options to call and text dasher and an option state when you receive your order. 

  2. After you click “order received”, it prompts you to an after experience questionnaire asking your experience on order and dasher, a space to give an additional tip, and if there were any issues with their order.

  3. Each of the other screens pertains to the issues that the user experienced. This resolves some communication issues because there is a double confirmation barrier where order delivery is not only one-sided towards the driver, it is now also the user confirming that everything went smoothly. 

  4. If it did not go smoothly, the user is able to communicate which aspect did not go well.

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Prototype 02
  • This prototype focuses on having a double check window for the user when the dasher delivers the food. This is designed to prevent the errors or any mistakes the dasher may have, such as delivering the food to another place, the users can call them right away instead of going back and forth with customer service. 

  • Compared to the first prototype, this prototype focuses on the delivery process more instead of rating. As you can see in order pages 2 and 5, users can declare if they have physically received the food after the dasher delivers the food. 

  • If they choose “yes,” they will be directed to the rating page and they get to choose to tip the dashers after the service ends. The goal of this prototype is to make users more comfortable with knowing where the food is at. 

  • As in our user research, there are examples of dashers sending the food somewhere else, or the food is never delivered.

  • The check-in window (order page 2) should make users get their food much more quickly and it prevents Dasher’s mistakes.

High-fidelity prototype

Combined star rating and report issues from the first screen with restaurant items rating from the second page

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We received feedback that having the rating happen before reporting issues might cause users to rate lower since their issues weren’t being resolved yet.

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Clickable High-Fidelity Prototype

This fully realized prototype has a polished look and feel that follows the style guide and effectively demonstrates the entire user experience. We have been testing, iterating, refining, and finally polishing the high-fidelity prototype.

Hope you enjoy my work!

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