A new way to for users to participate in the gig economy by renting a car directly with DoorDash
A new way to for users to participate in the gig economy by renting a car directly with DoorDash
Project Overview
The Story
DoorDash is the market leader in food delivery, with 66% of the market share. With the increasing rise in interest rates, low minimum wage, and rise in gas prices, the ability to own a car has become more difficult. Currently, to be a dasher, there are only a few options - use your own car, use a bike, or walk. This eliminates a core base of users that want to be able to earn an extra dollar but don’t have a car to be able to do so. Integrating a way to rent a car through DoorDash will employ more workers that are alienated currently.
The Problems
DoorDash is missing untapped revenue from possible dashers without cars but want to participate in the gig economy.
Dashers that do choose to rent a car to dash find it so cumbersome and not cost efficient that 85% stop after the first rental and 95% after the second rental.
The Solution
The goal of adding this feature is to increase revenue for DoorDash and to allow users with no transportation the ability to enter the Gig Economy with one of the best ways to earn money compared to services like Instacart and Uber.
Roles
UX Designer
UI Designer
Interaction Designer
Visual Designer
UX Researcher
Duration
4 Weeks
Tools
Figma
Maze
Optimal Workshop
Team
2024 Q1 Capstone
Project Overview
The Story
DoorDash is the market leader in food delivery, with 66% of the market share. With the increasing rise in interest rates, low minimum wage, and rise in gas prices, the ability to own a car has become more difficult. Currently, to be a dasher, there are only a few options - use your own car, use a bike, or walk. This eliminates a core base of users that want to be able to earn an extra dollar but don’t have a car to be able to do so. Integrating a way to rent a car through DoorDash will employ more workers that are alienated currently.
The Problems
DoorDash is missing untapped revenue from possible dashers without cars but want to participate in the gig economy.
Dashers that do choose to rent a car to dash find it so cumbersome and not cost efficient that 85% stop after the first rental and 95% after the second rental.
The Solution
The goal of adding this feature is to increase revenue for DoorDash and to allow users with no transportation the ability to enter the Gig Economy with one of the best ways to earn money compared to services like Instacart and Uber.
Roles
UX Designer
UI Designer
Interaction Designer
Visual Designer
UX Researcher
Duration
4 Weeks
Tools
Figma
Maze
Optimal Workshop
Team
2024 Q1 Capstone
Project Overview
The Story
DoorDash is the market leader in food delivery, with 66% of the market share. With the increasing rise in interest rates, low minimum wage, and rise in gas prices, the ability to own a car has become more difficult. Currently, to be a dasher, there are only a few options - use your own car, use a bike, or walk. This eliminates a core base of users that want to be able to earn an extra dollar but don’t have a car to be able to do so. Integrating a way to rent a car through DoorDash will employ more workers that are alienated currently.
The Problems
DoorDash is missing untapped revenue from possible dashers without cars but want to participate in the gig economy.
Dashers that do choose to rent a car to dash find it so cumbersome and not cost efficient that 85% stop after the first rental and 95% after the second rental.
The Solution
The goal of adding this feature is to increase revenue for DoorDash and to allow users with no transportation the ability to enter the Gig Economy with one of the best ways to earn money compared to services like Instacart and Uber.
Roles
UX Designer
UI Designer
Interaction Designer
Visual Designer
UX Researcher
Duration
4 Weeks
Tools
Figma
Maze
Optimal Workshop
Team
2024 Q1 Capstone
Design Process
Research
Market Research
Competitive Analysis
User Research
User Persona
Strategy
How We Might
POV
Product Goals
Site Map
Feature Roadmap
User & Task Flows
Design
Wireframes
UI Library
Branding
Testing
Low-Fi Prototype
Usability Testing
Iterations
High-Fi Prototype
Design Process
Research
Market Research
Competitive Analysis
User Research
User Persona
Strategy
How We Might
POV
Product Goals
Site Map
Feature Roadmap
User & Task Flows
Design
Wireframes
UI Library
Branding
Testing
Low-Fi Prototype
Usability Testing
Iterations
High-Fi Prototype
Design Process
Research
Market Research
Competitive Analysis
User Research
User Persona
Strategy
How We Might
POV
Product Goals
Site Map
Feature Roadmap
User & Task Flows
Design
Wireframes
UI Library
Branding
Testing
Low-Fi Prototype
Usability Testing
Iterations
High-Fi Prototype
Research
Research Plan
Research enables me to dig deep into my understanding of users - not only their immediate frustrations, but also their hopes, fears, abilities, limitations, reasoning, and goals. It lays essential foundations for creating solutions in later stages
Secondary Research
Market Research
It is important to get a big picture of the market by starting with market research - to get a sense of what we know and don't know yet, who the audience are, as well as what the recent trends or news are. The insights gathered from market research will help me frame provisional personas and ask meaningful questions in primary research.
Gig Economy & Existing Solutions
Overall: The gig economy opened up new opportunities for businesses to access a diverse talent pool with a range of skills and expertise from around the world and for workers to supplement or add-on to their current income.
Over Since DoorDash was founded in 2013, more than 13 million users use the platform to earn extra cash, with a total of 23 million across other platform like Uber, Instacart, and GrubHub.
However, there is an element of exclusivity for those who don't have access to cars but want to earn extra cash. There is no streamlined platform to provide dashers without access to a vehicle, only clunky workarounds.
Demographics
Overall: Dashers are mainly older (40+) parents who tend to be highly educated. Men tend tend to dominate this segment with 75% while women only take of 25% of the market.
Motivations range of adding extra income to keep up with growing cost of living expenses to having a little extra cash to use for splurging. (Gridwise).
The most interesting facts is that 43% have a specific car for delivery and almost 15% of the market don't use a car.
Competitive Analysis
My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, DoorDash can find its unique competitive advantage. My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, DoorDash can find the best way to implement and distinguish itself from competitors like Hertz and Turo.
Over 5 user interviews were conducted that helped understand their unique pain points and what they’re hoping to resolve. , I assumed key features and arrived at 3 main competitors that each do something a little different.
Findings
Hertz has an unofficial partnership with DoorDash but it only points them to their site rather than anything integrated. Users rent a car as usual then manually tie it to their Dasher account.
Only one competitor, HyreCar, is designed to provide cars for the gig economy but has no integration so apps like DoorDash.
Primary Research
User Interviews
Building on a general understanding of the market and the audience, I continued to dive deeper and build a real connection with our users, to gain direct insights on them by primary research.
I created an interview guide to facilitate the user interview process, with 10 open-ended questions listed to invite the participants to share their experiences and stories.
In total, 5 participants were interviewed about their experience opening restaurants.
Findings & Key Motivations
Superficially it might seem that everyone is interested in the same thing: Making money… but upon closer inspection, user research made it clear that there were divergent motivations.
One interviewee's, 45 male, main motivation was yes, to make money, but only to help put his kid through college. He plans to stop after they graduation.
Another interviewee, 32 female, has been using a bike to dash in Seattle but her income drops significantly in the winter when cold weather and rain limit her ability to dash safely and effectively.
Research Synthesis
How We Might & POVs
To define the problem I am going to solve, I create Point-of-View (POV) Statements that allow me to ideate in a goal-oriented manner, and How-Might-We (HMW) Questions to frame the ideation in the brainstorm session for solutions. The statements and questions are generated based on the insights and needs I gathered in my synthesis.
Final Persona
Creating personas helped bring clarity to those divergences, which became important reference points as functions developed.
As I continued to conduct research and proceeded with design, I focused primarily on one persona because they represented the power user and a heavy emphasis of key functions.
Research
Research Plan
Research enables me to dig deep into my understanding of users - not only their immediate frustrations, but also their hopes, fears, abilities, limitations, reasoning, and goals. It lays essential foundations for creating solutions in later stages
Secondary Research
Market Research
It is important to get a big picture of the market by starting with market research - to get a sense of what we know and don't know yet, who the audience are, as well as what the recent trends or news are. The insights gathered from market research will help me frame provisional personas and ask meaningful questions in primary research.
Gig Economy & Existing Solutions
Overall: The gig economy opened up new opportunities for businesses to access a diverse talent pool with a range of skills and expertise from around the world and for workers to supplement or add-on to their current income.
Over Since DoorDash was founded in 2013, more than 13 million users use the platform to earn extra cash, with a total of 23 million across other platform like Uber, Instacart, and GrubHub.
However, there is an element of exclusivity for those who don't have access to cars but want to earn extra cash. There is no streamlined platform to provide dashers without access to a vehicle, only clunky workarounds.
Demographics
Overall: Dashers are mainly older (40+) parents who tend to be highly educated. Men tend tend to dominate this segment with 75% while women only take of 25% of the market.
Motivations range of adding extra income to keep up with growing cost of living expenses to having a little extra cash to use for splurging. (Gridwise).
The most interesting facts is that 43% have a specific car for delivery and almost 15% of the market don't use a car.
Competitive Analysis
My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, DoorDash can find its unique competitive advantage. My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, DoorDash can find the best way to implement and distinguish itself from competitors like Hertz and Turo.
Over 5 user interviews were conducted that helped understand their unique pain points and what they’re hoping to resolve. , I assumed key features and arrived at 3 main competitors that each do something a little different.
Findings
Hertz has an unofficial partnership with DoorDash but it only points them to their site rather than anything integrated. Users rent a car as usual then manually tie it to their Dasher account.
Only one competitor, HyreCar, is designed to provide cars for the gig economy but has no integration so apps like DoorDash.
Primary Research
User Interviews
Building on a general understanding of the market and the audience, I continued to dive deeper and build a real connection with our users, to gain direct insights on them by primary research.
I created an interview guide to facilitate the user interview process, with 10 open-ended questions listed to invite the participants to share their experiences and stories.
In total, 5 participants were interviewed about their experience opening restaurants.
Findings & Key Motivations
Superficially it might seem that everyone is interested in the same thing: Making money… but upon closer inspection, user research made it clear that there were divergent motivations.
One interviewee's, 45 male, main motivation was yes, to make money, but only to help put his kid through college. He plans to stop after they graduation.
Another interviewee, 32 female, has been using a bike to dash in Seattle but her income drops significantly in the winter when cold weather and rain limit her ability to dash safely and effectively.
Research Synthesis
How We Might & POVs
To define the problem I am going to solve, I create Point-of-View (POV) Statements that allow me to ideate in a goal-oriented manner, and How-Might-We (HMW) Questions to frame the ideation in the brainstorm session for solutions. The statements and questions are generated based on the insights and needs I gathered in my synthesis.
Final Persona
Creating personas helped bring clarity to those divergences, which became important reference points as functions developed.
As I continued to conduct research and proceeded with design, I focused primarily on one persona because they represented the power user and a heavy emphasis of key functions: filling in knowledge gaps, facilitating the process of funding and permits, and the need to only use one platform.
Research
Research Plan
Research enables me to dig deep into my understanding of users - not only their immediate frustrations, but also their hopes, fears, abilities, limitations, reasoning, and goals. It lays essential foundations for creating solutions in later stages
Secondary Research
Market Research
It is important to get a big picture of the market by starting with market research - to get a sense of what we know and don't know yet, who the audience are, as well as what the recent trends or news are. The insights gathered from market research will help me frame provisional personas and ask meaningful questions in primary research.
Gig Economy & Existing Solutions
Overall: The gig economy opened up new opportunities for businesses to access a diverse talent pool with a range of skills and expertise from around the world and for workers to supplement or add-on to their current income.
Over Since DoorDash was founded in 2013, more than 13 million users use the platform to earn extra cash, with a total of 23 million across other platform like Uber, Instacart, and GrubHub.
However, there is an element of exclusivity for those who don't have access to cars but want to earn extra cash. There is no streamlined platform to provide dashers without access to a vehicle, only clunky workarounds.
Demographics
Overall: Dashers are mainly older (40+) parents who tend to be highly educated. Men tend tend to dominate this segment with 75% while women only take of 25% of the market.
Motivations range of adding extra income to keep up with growing cost of living expenses to having a little extra cash to use for splurging. (Gridwise).
The most interesting facts is that 43% have a specific car for delivery and almost 15% of the market don't use a car.
Competitive Analysis
My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, DoorDash can find its unique competitive advantage. My research first centered around the competition landscape. By capitalizing on competitors' weaknesses and acknowledging their strengths, DoorDash can find the best way to implement and distinguish itself from competitors like Hertz and Turo.
Over 5 user interviews were conducted that helped understand their unique pain points and what they’re hoping to resolve. , I assumed key features and arrived at 3 main competitors that each do something a little different.
Findings
Hertz has an unofficial partnership with DoorDash but it only points them to their site rather than anything integrated. Users rent a car as usual then manually tie it to their Dasher account.
Only one competitor, HyreCar, is designed to provide cars for the gig economy but has no integration so apps like DoorDash.
Primary Research
User Interviews
Building on a general understanding of the market and the audience, I continued to dive deeper and build a real connection with our users, to gain direct insights on them by primary research.
I created an interview guide to facilitate the user interview process, with 10 open-ended questions listed to invite the participants to share their experiences and stories.
In total, 5 participants were interviewed about their experience opening restaurants.
Findings & Key Motivations
Superficially it might seem that everyone is interested in the same thing: Making money… but upon closer inspection, user research made it clear that there were divergent motivations.
One interviewee's, 45 male, main motivation was yes, to make money, but only to help put his kid through college. He plans to stop after they graduation.
Another interviewee, 32 female, has been using a bike to dash in Seattle but her income drops significantly in the winter when cold weather and rain limit her ability to dash safely and effectively.
Research Synthesis
How We Might & POVs
To define the problem I am going to solve, I create Point-of-View (POV) Statements that allow me to ideate in a goal-oriented manner, and How-Might-We (HMW) Questions to frame the ideation in the brainstorm session for solutions. The statements and questions are generated based on the insights and needs I gathered in my synthesis.
Final Persona
Creating personas helped bring clarity to those divergences, which became important reference points as functions developed.
As I continued to conduct research and proceeded with design, I focused primarily on one persona because they represented the power user and a heavy emphasis of key functions: filling in knowledge gaps, facilitating the process of funding and permits, and the need to only use one platform.
Strategy
User Flows
I mapped user flows whose scenarios correspond to the established tasks. This process helps me walk in an individual user's shoes, and think through different scenarios that this user might encounter. Below is the user flow for Mark when he wants to create a new project. A link to all user flows can be found here.
Strategy
User Flows
I mapped user flows whose scenarios correspond to the established tasks. This process helps me walk in an individual user's shoes, and think through different scenarios that this user might encounter. Below is the user flow for Mark when he wants to create a new project. A link to all user flows can be found here.
Strategy
User Flows
I mapped user flows whose scenarios correspond to the established tasks. This process helps me walk in an individual user's shoes, and think through different scenarios that this user might encounter. Below is the user flow for Mark when he wants to create a new project. A link to all user flows can be found here.
Design
Wireframing
Low-Fi Wireframes
Low-fi prototypes were created to understand what’s going resonate and empower users. This step allowed me to garner valuable user feedback, initiate the design direction is correct, and make sure time is well spent. This ensured the final design would be more polished and user-centric.
Design
Wireframing
Low-Fi Wireframes
Low-fi prototypes were created to understand what’s going resonate and empower users. This step allowed me to garner valuable user feedback, initiate the design direction is correct, and make sure time is well spent. This ensured the final design would be more polished and user-centric.
Make sure to tell the story on how it works with 2-3 key flows and what/why
Design
Wireframing
Low-Fi Wireframes
Low-fi prototypes were created to understand what’s going resonate and empower users. This step allowed me to garner valuable user feedback, initiate the design direction is correct, and make sure time is well spent. This ensured the final design would be more polished and user-centric.
Make sure to tell the story on how it works with 2-3 key flows and what/why
Testing
Usability Testing
Preparing for Testing
Before usability testing, it is important to set up test objectives, subject, methodology, tasks, and rubrics for measuring the result of the testing before conducting a test. Therefore, I wrote a usability testing plan to define what and why I want to test and get prepared for the test.
For all the tests, I expected a 100% completion rate since all tasks are straight forward and refined from low-fi testing. That said, I expect a 80% error-free rate due to prototype limits and unavailable features.
The Test
I conducted remote usability testing with 5 participants, and created transcripts for each participant based on my observation of their interaction with the prototype. I jotted down their mistakes, slips, and confusions they expressed in the process. This transcript is a perfect raw material for summarizing the patterns of user’s interaction with the prototype.
Iterations
Surfacing New Issues
Visual Design
The high-fidelity prototype brought test users closest to the real experience yet, and it revealed some key issues that needed to be addressed. While some users were able to complete the flows, UX heuristics needed to be improved.
Other issues included the drop shadow on the insurance and add-on section was too harsh and users would like more interactivity - slide up menus, button states (hover, click), and info buttons being available.
The challenge was taking the well established DoorDash brand and applying it to new UI elements without overcomplicating the semi-minimalist design. When it came to the car cards, I made the decision to keep key details to the surface layer. Users could get additional detail by clicking on the info button. This allowed me to keep things simple while still providing robust information.
The DoorDash Experience
The final prototype allowed users to experience the end to end process of renting a cart through DoorDash.
Testing
Usability Testing
Preparing for Testing
Before usability testing, it is important to set up test objectives, subject, methodology, tasks, and rubrics for measuring the result of the testing before conducting a test. Therefore, I wrote a usability testing plan to define what and why I want to test and get prepared for the test.
For all the tests, I expected a 100% completion rate since all tasks are straight forward and refined from low-fi testing. That said, I expect a 80% error-free rate due to prototype limits and unavailable features.
The Test
I conducted remote usability testing with 5 participants, and created transcripts for each participant based on my observation of their interaction with the prototype. I jotted down their mistakes, slips, and confusions they expressed in the process. This transcript is a perfect raw material for summarizing the patterns of user’s interaction with the prototype.
Iterations
Surfacing New Issues
Surfacing New Issues
The high-fidelity prototype brought test users closest to the real experience yet, and it revealed some key issues that needed to be addressed. While some users were able to complete the flows, UX heuristics needed to be improved.
Other issues included the drop shadow on the insurance and add-on section was too harsh and users would like more interactivity - slide up menus, button states (hover, click), and info buttons being available.
The challenge was taking the well established DoorDash brand and applying it to new UI elements without overcomplicating the semi-minimalist design. When it came to the car cards, I made the decision to keep key details to the surface layer. Users could get additional detail by clicking on the info button. This allowed me to keep things simple while still providing robust information.
The DoorDash Experience
The final prototype allowed users to experience the end to end process of renting a cart through DoorDash.
Testing
Usability Testing
Preparing for Testing
Before usability testing, it is important to set up test objectives, subject, methodology, tasks, and rubrics for measuring the result of the testing before conducting a test. Therefore, I wrote a usability testing plan to define what and why I want to test and get prepared for the test.
For all the tests, I expected a 100% completion rate since all tasks are straight forward and refined from low-fi testing. That said, I expect a 80% error-free rate due to prototype limits and unavailable features.
The Test
I conducted remote usability testing with 5 participants, and created transcripts for each participant based on my observation of their interaction with the prototype. I jotted down their mistakes, slips, and confusions they expressed in the process. This transcript is a perfect raw material for summarizing the patterns of user’s interaction with the prototype.
Iterations
Surfacing New Issues
Surfacing New Issues
The high-fidelity prototype brought test users closest to the real experience yet, and it revealed some key issues that needed to be addressed. While some users were able to complete the flows, UX heuristics needed to be improved.
Other issues included the drop shadow on the insurance and add-on section was too harsh and users would like more interactivity - slide up menus, button states (hover, click), and info buttons being available.
The challenge was taking the well established DoorDash brand and applying it to new UI elements without overcomplicating the semi-minimalist design. When it came to the car cards, I made the decision to keep key details to the surface layer. Users could get additional detail by clicking on the info button. This allowed me to keep things simple while still providing robust information.
The DoorDash Experience
The final prototype allowed users to experience the end to end process of renting a cart through DoorDash.
Conclusion
Lessons Learned
Key Takeaways
I went into this project assuming this site would only provide a single function: a way for people to rent a car directly through DoorDash. I learned quickly how feature heavy this would be after initial user testing - multiple payment plans, incentives, pickup and delivery options, and more.
My original intent for the feature was to seamless way for users to rental a car directly through DoorDash without the need to deal with a rental agency then add the car manually to the DoorDash app. While testing, I realized users needed an option to have a car delivered, something Hertz does not offer.
People have a different schedules so designing custom rental and payment options was key to address a core need - financial flexibility.
Next Steps
Handoff
Since the design has been tested and revised, it is ready to enter the development phase. In order to effectively communicate the design to developers, I redlined and organized my design deliverables using Figma for handoff, and prepared to assist with any follow-up questions.
Maintenance & Updates
Revisions will continue to be made in the future as new priorities are created.
Conclusion
Lessons Learned
Key Takeaways
I went into this project assuming this site would only provide a single function: a way for people to rent a car directly through DoorDash. I learned quickly how feature heavy this would be after initial user testing - multiple payment plans, incentives, pickup and delivery options, and more.
My original intent for the feature was to seamless way for users to rental a car directly through DoorDash without the need to deal with a rental agency then add the car manually to the DoorDash app. While testing, I realized users needed an option to have a car delivered, something Hertz does not offer.
People have a different schedules so designing custom rental and payment options was key to address a core need - financial flexibility.
Next Steps
Handoff
Since the design has been tested and revised, it is ready to enter the development phase. In order to effectively communicate the design to developers, I redlined and organized my design deliverables using Figma for handoff, and prepared to assist with any follow-up questions.
Maintenance & Updates
Revisions will continue to be made in the future as new priorities are created.
Conclusion
Lessons Learned
Key Takeaways
I went into this project assuming this site would only provide a single function: a way for people to rent a car directly through DoorDash. I learned quickly how feature heavy this would be after initial user testing - multiple payment plans, incentives, pickup and delivery options, and more.
My original intent for the feature was to seamless way for users to rental a car directly through DoorDash without the need to deal with a rental agency then add the car manually to the DoorDash app. While testing, I realized users needed an option to have a car delivered, something Hertz does not offer.
People have a different schedules so designing custom rental and payment options was key to address a core need - financial flexibility.
Next Steps
Handoff
Since the design has been tested and revised, it is ready to enter the development phase. In order to effectively communicate the design to developers, I redlined and organized my design deliverables using Figma for handoff, and prepared to assist with any follow-up questions.
Maintenance & Updates
Revisions will continue to be made in the future as new priorities are created.