Usability Evaluation
Overview
In today's fast-paced world, mobile ordering, pickup, and delivery apps have become an integral part of our lives. They provide convenience, efficiency, and a means to access a wide range of products and services. This case study delves into assessing and improving the user experience of the DoorDash mobile app, with a specific focus on grocery shopping and scheduling orders for future dates.
Project Goals
The project's goal was to evaluate the usability of DoorDash by investigating the challenges and issues individuals face while utilizing the platform. DoorDash was chosen as the focus due to its prominence within our demographic. Our aim was to conduct a usability study to explore and understand users' experiences during the process of using the DoorDash platform.
Role & Responsibilities
My role as a researcher, I engage in comprehensive data collection and interpretation through methods such as thematic analysis, think-aloud sessions, and interviews, employing SUS (System Usability Scale) analysis to inform a holistic understanding of the research findings.
Team Size
5
Duration
14 days
Target Audience
Millennial, Gen Z age groups
Phase - 1 Understanding the demographic
Our curiosity about the success of DoorDash was piqued when we discovered that it was the preferred choice for 60% of users within our demographic. Eager to delve deeper into the reasons behind its popularity, we initiated a usability study to understand and analyze the experiences of individuals using DoorDash.
Phase - 2 Research
We conducted interviews to gather user opinions and perspectives, aiming to understand DoorDash from a user's viewpoint, and subsequently applied affinity mapping to organize and analyze the collected insights.
Phase - 3
Evaluation
Through think-aloud sessions, we assessed DoorDash's usability, focusing on real-time scenarios to uncover user pain points. Participants vocalized their experiences as they attempted to complete tasks, providing immediate insights. We employed the System Usability Scale (SUS) evaluation as a quantitative measure.
Tools & Methods
We employed a diverse toolkit, including surveys, interviews, user personas, affinity diagramming, think-aloud sessions, qualitative data analysis, and the System Usability Survey (SUS), to comprehensively evaluate DoorDash's user experience. Figma Jamboard facilitated collaborative affinity mapping, aiding in visualizing and analyzing insights. This multifaceted approach ensured a nuanced understanding of user preferences and interactions, culminating in informed recommendations for enhancing the platform's usability.
Research phase
Interviews
The interviews for DoorDash were conducted to gain comprehensive insights into user experiences, preferences, and challenges. By engaging directly with users, we aimed to understand their perspectives on DoorDash's interface, ordering process, and any encountered difficulties. These interviews provided valuable qualitative data, shedding light on nuanced aspects of user interactions. The goal was to identify strengths, uncover pain points, and gather feedback, ultimately informing strategic improvements to enhance DoorDash's usability and overall customer satisfaction.
Some Questions i asked
Interview Insights
In our interviews, a prevalent theme emerged regarding a preference for in-person grocery store shopping, with individuals valuing the hands-on experience and the ability to personally select their items. Participants expressed a strong reliance on reviews and ratings when considering online grocery options, emphasizing the importance of peer feedback in decision-making. Communication was deemed crucial, with users highlighting the need for clear and prompt updates during the delivery process. High delivery fees were consistently identified as a deterrent. Participants also stressed the significance of a simplified app interface and suggested expanding coverage to include more grocery stores. Search filters were frequently cited as essential tools for streamlining the online shopping experience.
User Persona
Derived from interview findings, these user personas encapsulate the essence of diverse user experiences. Each persona vividly outlines user goals, interests, frustrations, and key demographics.
Affinity map
Through the application of affinity diagramming, we systematically categorized and organized the gathered data to comprehend user opinions and pain points effectively. This visual tool allowed us to identify patterns, connections, and key themes, providing a structured framework for analyzing and addressing user feedback.
From Affinity mapping, several key insights have emerged, shedding light on users' experiences with DoorDash, their preferences in grocery shopping, delivery expectations, and notable challenges. Here's a succinct overview of what has become evident through this process:
Users consistently emphasized the need for DoorDash to enhance its service by expanding restaurant coverage, introducing options for reoccurring weekly orders, and allowing orders from different restaurants with a single payment.
A prevalent pattern among users is their reliance on DoorDash's search filters and reviews to efficiently locate specific items and make informed decisions.
Promotions and coupons play a significant role in users' decision-making processes, influencing their choices when utilizing DoorDash services.
Users emphasized the importance of time management when discussing their experiences with DoorDash, highlighting the significant role it plays in their overall engagement with the platform.
Evaluation phase
Think aloud
We implemented a think-aloud methodology to gain deeper insights into various users' behaviors and interactions with DoorDash. Through this approach, we aimed to comprehend their experiences with the platform, including the process of placing orders and any challenges they encountered. To structure our investigation, we devised two specific tasks for users to complete within the DoorDash interface. This user-centric approach allowed us to gather valuable information about the diversity of user experiences and identify potential areas for improvement in the DoorDash ordering process.
Task 1
Ordering Dietary Items: This task was chosen to assess how easily users could navigate the app to select specific dietary items, which is a common use case. Participants were tasked with ordering specific grocery items, including free-range eggs and the cheapest available chicken breast.
Task 2
Scheduling Orders for Future Dates: a feature that DoorDash offers to users. This task was chosen to gauge the usefulness of this feature, the overall experience of scheduling orders, any potential challenges, and any additional feedback users might have regarding this functionality.
Task Duration
The task durations exhibit significant variability for both Task 1 and Task 2. In Task 1, completion times ranged from a swift 96 seconds to a more time-consuming 302 seconds. Likewise, in Task 2, the spectrum extended from a rapid 19 seconds to a lengthier 165 seconds. This disparity underscores the diverse nature of the time required to accomplish these tasks.
In the first task, users faced confusion with separate search bars for main and in-store searches, some users unintentionally added items from different stores, creating multiple carts which then required them to either order items from the single store or place two separate orders. Task 2 was generally efficient. However, while most users had their schedule order option on prior to their payment, a few users had their schedule option after they made their payment. This unexpected sequence led to user frustration, highlighting the importance of maintaining a consistent and intuitive order process.
Key Issues
Ineffective Search
Multiple Cart
Confusion
Filter Issues
Confusing app
navigation
UI Clutter
Scheduling option
issues
SUS Evaluation
With an average SUS (System Usability Scale) score of 59.5, DoorDash falls below the industry standard of 68, suggesting room for improvement in user experience. The accompanying standard deviation of 1.26 highlights noticeable variability among participant experiences, indicating a range of negative user satisfaction levels. This underscores the importance of addressing diverse user needs and refining DoorDash's interface to enhance overall satisfaction and bring it in line with industry benchmarks.
Findings from the analysis
Product Search Awareness: When participants were informed about specific search functionalities to find dietary items, they used it efficiently. This insight suggests that some users might need preliminary guidance or onboarding to harness the full potential of the app's search capabilities.
Inconsistent Scheduling Option: placement of the schedule order option, appearing on the payment page for some (mostly Android) and post-payment for iOS users, creates a suboptimal user experience.
Task Flow Familiarity: DoorDash's stature as a widely recognized application means many users are already attuned to its workflow. This prior knowledge was evident in our study, where most participants experienced minimal cognitive load and errors during tasks, underscoring the app's learnability and frequent usability.
Categorization and Features: While interacting with product categories or employing features like scheduling, some participants bypassed primary options, delving deeper into secondary or "more options." This behavior highlights possible inconsistencies or lack of clarity in the app's feature presentation.
Feedback & Confirmation Needs: Participants often sought real-time feedback or confirmation while performing tasks, such as scheduling orders. This frequent checking suggests a potential gap in the app's feedback mechanisms or the visibility of task confirmations.
Recommendations
Sorting Options: Implement clearer and more accessible sorting options for products and stores.
User Guidance: Enhance user guidance and cues, particularly concerning scheduling.
Consistency in Scheduling: Ensure scheduling options are consistent across different platforms (Android and iOS).
Simplified UI: Work on decluttering the homepage and improving categorization to make the user interface less overwhelming.
Streamlined Navigation: Enhance navigation through the inclusion of tooltips and tutorials.
Search Enhancement: Improve the search algorithm for more accurate and relevant results.
User-Friendly Filters: Redesign and optimize filters for ease of use, addressing issues like non-resetting filters.
Cart Management: Simplify cart management, especially concerning multi-store orders, to avoid confusion.
Visible Scheduling: Improve the visibility of scheduling options within the app to make it more user-friendly
Limitations
Despite the comprehensive approach taken in this DoorDash usability evaluation, several limitations should be acknowledged. Firstly, the study's focus on a specific demographic may limit the generalizability of findings to a broader user base. Furthermore, the evaluation primarily concentrated on user interactions within a controlled environment, potentially overlooking real-world factors that could impact usability. Lastly, the project's time constraints may have influenced the depth of certain analyses, warranting further exploration in future research for a more exhaustive understanding of DoorDash's usability.
My Reflections
Participating in the DoorDash usability evaluation illuminated the essence of user-centric design, emphasizing the diverse needs of users. Collaborative tools like affinity diagramming showcased the power of teamwork in analyzing feedback. The project underscored the importance of flexibility in research methodologies, adapting from interviews to SUS evaluations. Findings highlighted the complexity of user behaviors, emphasizing the iterative nature of design. Recognizing project limitations taught me the importance of acknowledging constraints for refined methodologies. Overall, this experience deepened my research and analytical skills while reinforcing the dynamic and ongoing nature of user experience design.