Design Choices
First, the DoorDash logo resembles the silhouette of a wing, symbolizing the companies fast service. The app uses a very sleek and simple font across its interface with readability that ensures instant recognition. The use of red across the app provokes feelings of warmth, attracting customers to think their food will come nice and hot. When opening the app cute cartoon icons of different food genres and stores to get delivery from appear. More options are shown as you swipe left. The apps interface is fairly easy to navigate and gives you lots of recommendations for food to purchase as well as current offers from companies. To explore the apps features you simply scroll down the home page and when you find your desired category, swipe left to view its options.
Affordances
Unlike many other delivery apps, DoorDash does not only offer food deliveries. Customers can shop for items from grocery, retail, and drug stores. DoorDash also does not add an extra delivery fee when ordering from multiple stores, no matter how far apart they are. A downside of the app is that when picking a specific food type, for instance Korean food, restaurants pop up that are not authentic Korean food but have one or two dishes inspired by Korean cuisine. DoorDash does not highlight local businesses as well as GrubHub for example. Some local restaurant businesses have lower quality photos compared to the big brand food companies, continuing to possibly diminish the potential business that local restaurants could have.
Audience
Expected users of DoorDash would mostly likely be adults and seniors who may have kids and work long hours, limiting their ability to shop and cook. The apps large variety of options to choose from, including grocery delivery, would free up individuals time to complete other tasks. DoorDash would be especially helpful for parents with younger children who may benefit largely from cutting out the time it takes to get groceries, prescriptions, and prepare dinner for the family. DoorDash is also extremely successful at advertising coupons and deals including $0 delivery fees for most businesses. This delivery app is also targeted towards older adults because customers can order alcohol from not just convenience stores but places like Total Wine.
Edited by Elizabeth Merna on Feb 7 at 2:48pm
