Want to explore the full project? I’d love to connect.
Challenges users face with ordering or tracking deliveries/pickup.
How easy it is for users to reorder or use application features?
Frequent use of DoorDash and effectibe use of loyalty features like DashPass.
Frequent Users Goals
Learning how users navigate the app and place their initial order.
Any issues they run into related to payment, delivery & finding restaurants.
Insights on how clear and helpful the delivery/pickup tracking features are.
New Users Goals
Key Insights
1
Users generally find it intuitive and easy to use.
3
Difficulties with filters, understanding delivery times, and identifying clear pricing.
4
Users felt the subscription was unnecessary due to low ordering frequency or unclear benefits.
2
Frequent users value the quick reordering feature and reliable delivery tracking.
Think ALoud Sessions
3
Frequent Users
2
New Users
Insights
Users found the navigation intuitive, however minor challenges emerged when applying filters, locating specific restaurant options, and understanding delivery time estimates and promotions.
Some users hesitated during customization and price filtering, suggesting opportunities for clearer categorization and transparency.
Research Followed
The goal of the study was to analyze the procedure followed by both frequent users and new users and the challenges they encountered. Two session were conducted to examine the experience of users and understand their concerns.
Interviews
Think Aloud Sessions
Interviews
4
Frequent Users
4
New Users
Insights
• Frequent users appreciated the ease of reordering, reliable delivery tracking, and diverse restaurant options, though many questioned the value of DashPass due to its membership fee.
• New users generally found the app intuitive for placing orders but experienced minor challenges with filtering options, locating specific restaurants, and understanding delivery time estimates.
Research Methods
Interviews
Think Aloud Sessions
Data Collection Process
Transcription
Recordings
SUS Rating
Affinity Diagram
Analysis Procedures
System Usability Scale
Probability of Detecting Issues
User Groups
NEW USers
Frequent USers
Working on the DoorDash evaluation provided valuable insights into user interactions, highlighting frequent users' preferences for reordering and new users' focus on navigation and usability. Comparing perspectives, including those of international students, informed better design decisions and opportunities for innovation.
Reflection & Conclusion
Design Recommendations
1
Transparency & User Control
2
Enhanced Delivery Experience
3
Improved Navigation and Filtering
4
Real-Time Updates and Notifications
5
DashPass Marketing and Awareness
6
Custom Price Range Options
7
Improved UI Layouts
8
Verified Reviews
What is the real Problem ?
Users face friction when navigating the DoorDash app, especially during search, item selection, and checkout. Lack of transparency around fees and delivery times, combined with limited personalization and unclear order tracking, leads to frustration and a less efficient ordering experience.
What pain points were being solved?
Why did these problems matter ?
How did we define success?
Industry
Tech
Team & Role
UX Researcher & Analyst
Timeline
2 Months
Tools Used
Figma, Adobe Creative Cloud, Google Drive
DoorDash - Deep Dive into Seamless UX
The purpose of this DoorDash case study was to analyze how users interact with the app — identifying usability strengths and pain points to improve the overall user experience for both frequent and new users
DoorDash application is a largest used delivery service in the US that offers a variety of services including buying and selling groceries, convenience store shopping, food pick up and delivery. The application allows users to browse menus, personalize their choices, place or pick up orders and also track deliveries.
About the Application
Motivation for the study
With food delivery becoming an essential part of everyday life, it is important that platforms like DoorDash provide a smooth and intuitive experience. It was motivated by the need to understand user frustrations, decision-making behaviors, and unmet needs in order to create a more efficient and user-centered ordering journey.
Proposed Solution & Impact
Improvements can be made by simplifying navigation, reducing friction during checkout, and improving transparency around fees and delivery times. Implementing these recommendations will impact the overall experience of Doordash.
Data Analysis
Interview and think-aloud data were organized in spreadsheets and analyzed to identify recurring themes and usability issues. Quantitative insights were evaluated through task completion rates and to measure overall usability and performance.
An affinity diagram was used to group similar user insights and identify common themes and core usability issues across interviews and think-aloud sessions.
Affinity Mapping
Analyzing the data from all users, common issues were found and rated based on the number of users that faced them. Then probability of detecting issues was used to quantitate the issues and evaluate the application.
Probability of
Detecting Issues
Analysis shows that the completion rate is higher than 90% indicating that there were few minor updates for DoorDash.
SUS Score Analysis
90%
Completion Rate
Key Findings
Frequent USers
• Users liked DoorDash for its diverse restaurant options, attractive promotions, and competitive pricing compared to alternatives.
• User felt DashPass was unnecessary due to their low order volume.
• Users expressed interest in a subscription model with no delivery fees, similar to offerings by Swiggy and Zomato.
NEw USers
Want to explore the full project? I’d love to connect.
Challenges users face with ordering or tracking deliveries/pickup.
How easy it is for users to reorder or use application features?
Frequent use of DoorDash and effectibe use of loyalty features like DashPass.
Frequent Users Goals
Learning how users navigate the app and place their initial order.
Any issues they run into related to payment, delivery & finding restaurants.
Insights on how clear and helpful the delivery/pickup tracking features are.
New Users Goals
Key Insights
1
Users generally find it intuitive and easy to use.
3
Difficulties with filters, understanding delivery times, and identifying clear pricing.
4
Users felt the subscription was unnecessary due to low ordering frequency or unclear benefits.
2
Frequent users value the quick reordering feature and reliable delivery tracking.
Think ALoud Sessions
3
Frequent Users
2
New Users
Insights
Users found the navigation intuitive, however minor challenges emerged when applying filters, locating specific restaurant options, and understanding delivery time estimates and promotions.
Some users hesitated during customization and price filtering, suggesting opportunities for clearer categorization and transparency.
Research Followed
The goal of the study was to analyze the procedure followed by both frequent users and new users and the challenges they encountered. Two session were conducted to examine the experience of users and understand their concerns.
Interviews
Think Aloud Sessions
Interviews
4
Frequent Users
4
New Users
Insights
• Frequent users appreciated the ease of reordering, reliable delivery tracking, and diverse restaurant options, though many questioned the value of DashPass due to its membership fee.
• New users generally found the app intuitive for placing orders but experienced minor challenges with filtering options, locating specific restaurants, and understanding delivery time estimates.
Research Methods
Interviews
Think Aloud Sessions
Data Collection Process
Transcription
Recordings
SUS Rating
Affinity Diagram
Analysis Procedures
System Usability Scale
Probability of Detecting Issues
User Groups
NEW USers
Frequent USers
Working on the DoorDash evaluation provided valuable insights into user interactions, highlighting frequent users' preferences for reordering and new users' focus on navigation and usability. Comparing perspectives, including those of international students, informed better design decisions and opportunities for innovation.
Reflection & Conclusion
Design Recommendations
1
Transparency & User Control
2
Enhanced Delivery Experience
3
Improved Navigation and Filtering
4
Real-Time Updates and Notifications
5
DashPass Marketing and Awareness
6
Custom Price Range Options
7
Improved UI Layouts
8
Verified Reviews
What is the real Problem ?
Users face friction when navigating the DoorDash app, especially during search, item selection, and checkout. Lack of transparency around fees and delivery times, combined with limited personalization and unclear order tracking, leads to frustration and a less efficient ordering experience.
What pain points were being solved?
Why did these problems matter ?
How did we define success?
Industry
Tech
Team & Role
UX Researcher & Analyst
Timeline
2 Months
Tools Used
Figma, Adobe Creative Cloud, Google Drive
DoorDash - Deep Dive into Seamless UX
The purpose of this DoorDash case study was to analyze how users interact with the app — identifying usability strengths and pain points to improve the overall user experience for both frequent and new users
DoorDash application is a largest used delivery service in the US that offers a variety of services including buying and selling groceries, convenience store shopping, food pick up and delivery. The application allows users to browse menus, personalize their choices, place or pick up orders and also track deliveries.
About the Application
Motivation for the study
With food delivery becoming an essential part of everyday life, it is important that platforms like DoorDash provide a smooth and intuitive experience. It was motivated by the need to understand user frustrations, decision-making behaviors, and unmet needs in order to create a more efficient and user-centered ordering journey.
Proposed Solution & Impact
Improvements can be made by simplifying navigation, reducing friction during checkout, and improving transparency around fees and delivery times. Implementing these recommendations will impact the overall experience of Doordash.
Data Analysis
Interview and think-aloud data were organized in spreadsheets and analyzed to identify recurring themes and usability issues. Quantitative insights were evaluated through task completion rates and to measure overall usability and performance.
An affinity diagram was used to group similar user insights and identify common themes and core usability issues across interviews and think-aloud sessions.
Affinity Mapping
Analyzing the data from all users, common issues were found and rated based on the number of users that faced them. Then probability of detecting issues was used to quantitate the issues and evaluate the application.
Probability of
Detecting Issues
Analysis shows that the completion rate is higher than 90% indicating that there were few minor updates for DoorDash.
SUS Score Analysis
90%
Completion Rate
Key Findings
Frequent USers
• Users liked DoorDash for its diverse restaurant options, attractive promotions, and competitive pricing compared to alternatives.
• User felt DashPass was unnecessary due to their low order volume.
• Users expressed interest in a subscription model with no delivery fees, similar to offerings by Swiggy and Zomato.
NEw USers
Want to explore the full project? I’d love to connect.
Challenges users face with ordering or tracking deliveries/pickup.
How easy it is for users to reorder or use application features?
Frequent use of DoorDash and effectibe use of loyalty features like DashPass.
Frequent Users Goals
Learning how users navigate the app and place their initial order.
Any issues they run into related to payment, delivery & finding restaurants.
Insights on how clear and helpful the delivery/pickup tracking features are.
New Users Goals
Key Insights
1
Users generally find it intuitive and easy to use.
3
Difficulties with filters, understanding delivery times, and identifying clear pricing.
4
Users felt the subscription was unnecessary due to low ordering frequency or unclear benefits.
2
Frequent users value the quick reordering feature and reliable delivery tracking.
Think ALoud Sessions
3
Frequent Users
2
New Users
Insights
Users found the navigation intuitive, however minor challenges emerged when applying filters, locating specific restaurant options, and understanding delivery time estimates and promotions.
Some users hesitated during customization and price filtering, suggesting opportunities for clearer categorization and transparency.
Research Followed
The goal of the study was to analyze the procedure followed by both frequent users and new users and the challenges they encountered. Two session were conducted to examine the experience of users and understand their concerns.
Interviews
Think Aloud Sessions
Interviews
4
Frequent Users
4
New Users
Insights
• Frequent users appreciated the ease of reordering, reliable delivery tracking, and diverse restaurant options, though many questioned the value of DashPass due to its membership fee.
• New users generally found the app intuitive for placing orders but experienced minor challenges with filtering options, locating specific restaurants, and understanding delivery time estimates.
Research Methods
Interviews
Think Aloud Sessions
Data Collection Process
Transcription
Recordings
SUS Rating
Affinity Diagram
Analysis Procedures
System Usability Scale
Probability of Detecting Issues
User Groups
NEW USers
Frequent USers
Working on the DoorDash evaluation provided valuable insights into user interactions, highlighting frequent users' preferences for reordering and new users' focus on navigation and usability. Comparing perspectives, including those of international students, informed better design decisions and opportunities for innovation.
Reflection & Conclusion
Design Recommendations
1
Transparency & User Control
2
Enhanced Delivery Experience
3
Improved Navigation and Filtering
4
Real-Time Updates and Notifications
5
DashPass Marketing and Awareness
6
Custom Price Range Options
7
Improved UI Layouts
8
Verified Reviews
What is the real Problem ?
Users face friction when navigating the DoorDash app, especially during search, item selection, and checkout. Lack of transparency around fees and delivery times, combined with limited personalization and unclear order tracking, leads to frustration and a less efficient ordering experience.
What pain points were being solved?
Why did these problems matter ?
How did we define success?
Industry
Tech
Team & Role
UX Researcher & Analyst
Timeline
2 Months
Tools Used
Figma, Adobe Creative Cloud, Google Drive
DoorDash - Deep Dive into Seamless UX
The purpose of this DoorDash case study was to analyze how users interact with the app — identifying usability strengths and pain points to improve the overall user experience for both frequent and new users
DoorDash application is a largest used delivery service in the US that offers a variety of services including buying and selling groceries, convenience store shopping, food pick up and delivery. The application allows users to browse menus, personalize their choices, place or pick up orders and also track deliveries.
About the Application
Motivation for the study
With food delivery becoming an essential part of everyday life, it is important that platforms like DoorDash provide a smooth and intuitive experience. It was motivated by the need to understand user frustrations, decision-making behaviors, and unmet needs in order to create a more efficient and user-centered ordering journey.
Proposed Solution & Impact
Improvements can be made by simplifying navigation, reducing friction during checkout, and improving transparency around fees and delivery times. Implementing these recommendations will impact the overall experience of Doordash.
Data Analysis
Interview and think-aloud data were organized in spreadsheets and analyzed to identify recurring themes and usability issues. Quantitative insights were evaluated through task completion rates and to measure overall usability and performance.
An affinity diagram was used to group similar user insights and identify common themes and core usability issues across interviews and think-aloud sessions.
Affinity Mapping
Analyzing the data from all users, common issues were found and rated based on the number of users that faced them. Then probability of detecting issues was used to quantitate the issues and evaluate the application.
Probability of
Detecting Issues
Analysis shows that the completion rate is higher than 90% indicating that there were few minor updates for DoorDash.
SUS Score Analysis
90%
Completion Rate
Key Findings
Frequent USers
• Users liked DoorDash for its diverse restaurant options, attractive promotions, and competitive pricing compared to alternatives.
• User felt DashPass was unnecessary due to their low order volume.
• Users expressed interest in a subscription model with no delivery fees, similar to offerings by Swiggy and Zomato.