SWIPE
Adaptive User Interface for Groceries
DOORDASH • Design Project
Tools ~ Figma, Google Suite
AEO logo
Improving Doordash's user interactions through a simple and straightforward AUI implementation for existing and new DoorDash grocery shoppers
Problem statement
Users often face frustration when shopping under pressure due to complex, multi-step processes in the app, leading to abandoned carts and missed opportunities. This results in an experience that conflicts with the users' desire for quick, efficient transactions. The challenge was to simplify the shopping experience to provide convenience, improve retention, and boost app usage.
Problem statement
Problem statement
Research
Solution Concept
Initially, our team planned to implement a Walmart AUI for quick adding frequently purchased items to the cart. However, after feedback, we pivoted to DoorDash due to more value potential. The Walmart AUI lacked a targeted audience and didn't generate enough revenue. We identified that DoorDash's current cart system was time-consuming and repetitive for users, especially frequent grocery shoppers. This led us to see an opportunity to improve DoorDash's UI with a Single-Click "Add to Cart" AUI, which could attract physical grocery shoppers and retain existing users.
User Needs
Service Value
Technical Viability
  • Too much time spent driving to stores and buying each separate item


  • Multiple items that must be bought frequently


  • Unproductive time spent on DoorDash (5~ min)


  • Increasing efficient interactions for existing users for customer retention (7~ sec)

  • Decreasing repetitive tasks through a single button

  • Busy customers won't forget previous items that they usually buy

  • Reaching an untouched market of almost 700B physical in-store shoppers

  • Using existing customer data and development teams


  • After 3 orders on the app, AUI will create pop-up cart feature


  • Easy implementation - building upon existing data to create high value


Grocery Store AUI Solution:
Repetitive User Behavior that can be Simplified
MHH
MHH
Research
Wireframing
Low Fidelity
We started out by introducing a "Sorted for You" badge on the Grocery page to indicate that the list is arranged by purchase frequency. In the popup showcasing frequent purchases, the heading "Suggestions for you from ..." highlights the personalized experience. Each item displays its name, price, quantity, and customization options, allowing users to adjust as needed. These changes are recorded to refine future suggestions. To make the process even easier, we've highlighted the "Add All Items to Cart" button, which, when selected, takes users directly to checkout with their selected items, streamlining the entire process.
Low Fidelity
Mid Fidelity
Low Fidelity
For the mid-fi wireframes, we opted to integrate DoorDash's current color scheme to ensure consistency with the app's aesthetic. This involved utilizing the DoorDash red color for the badge and "Add All Items to Cart" button.
Additionally, we included images, names, prices, and quantities for each item to make the wireframes look more realistic.
High Fidelity
Low Fidelity
After receiving feedback, we expanded the item list to highlight the time-saving benefits of the AUI for frequent grocery selections. We also added total price and item count in the popup for quick cost assessment. In the hi-fi wireframes, we increased the item count to 23, added a scrollbar, and bordered the list for clarity. A bold line below the list displays the total price and item count, and we ensured alignment between the popup items and the checkout page.
Current DoorDash UI
6+ Steps (dependent on cart size) , 1-5 mins.
Current DoorDash UI Image
New UI
3 Steps, 7 Seconds
New DoorDash UI Image
Research
ROI Pitch
We began the pitch by showcasing a flowchart of DoorDash's current UI for the grocery section, illustrating how users navigate various screens and undertake repetitive steps to add frequently purchased items to their cart.
Following this overview of user behavior patterns, we presented two concepts for implementing the AUI: an ordered store list and a popup featuring frequently ordered items. We then introduced our streamlined 3-step AUI, designed to facilitate quick and easy checkout for users' frequent purchases.
Following the comparison, we presented a value flow model illustrating the exchange of value among stores, app users, DoorDash, and delivery drivers.
Low Fidelity
Subsequently, we introduced our ideal customer and scenario: targeting users who purchase groceries both in-store and through DoorDash, the AUI aims to transition these users to primarily online grocery shopping by offering reduced friction and enhanced convenience.
Financial Viability
  • Utilize existing Doordash development teams / user data for cost-efficient implementation.
  • Increase customer engagement and frequency, tapping into a growing online grocery market.
Technical Viability
  • Utilize existing Doordash development teams / user data for cost-efficient implementation.
  • Increase customer engagement and frequency, tapping into a growing online grocery market.
User Acceptance
  • Utilize existing Doordash development teams / user data for cost-efficient implementation.
  • Increase customer engagement and frequency, tapping into a growing online grocery market.
View Pitch Slides
Research
Reflection
As I went through this project, I had no prior knowledge of what an AUI was, but I found it to be an extremely interesting as modern technology and processes are becoming more automated and efficient. As a team, we had several different ideas and seeing how we decided to find the pros and cons of each option to find the most viable product was something that helped me further my collaboration and communication skills.
In addition, I learned how to implement a product feature from the beginning to the end. Even if it was just an AUI, these small interfaces are what can heavily affect a consumer's choices, generating more revenue for companies. Therefore, finding a very simple yet effective solution to product problem is something that I also was able to learn more about.
Overall, I was able to understand not only how to work with a product team but also the ins and outs of fully developing and launching features in products and how to make it appealing towards different types of consumers and users.