Cook your favorite meals at home with fresh, locally sourced ingredients at your fingertips, with DoorDash
Kleiner Perkins Design Challenge
Role
Product Designer
Skills
Interaction Design
Prototyping
Visual Design
Early Concepting
Tools
Figma
Timeline
1 week
Background
For context, Kleiner Perkins issued a design challenge for Product and UX designers to choose a company from their current portfolio and redesign its interface to improve either profit, visibility, or overall aesthetics.
As someone who loves food and strives to cook mindfully—focusing on health, convenience, and affordability—I decided to focus on expanding DoorDash’s current market approach.
Introducing DashMeal
Problem Scope
Profit Model
Design Process
Deep dive into DoorDash’s style guide and design system - understanding typography usage, color palette, and components used throughout their mobile app.
Trial and error playing drawing low-fidelity wireframes, constantly iterating on ideas that popped into my head.
User interviews.
Ideation
Final High-fidelity wireframes
Now, built within DoorDash’s existing UI, explore the list of ingredients for your suggested dishes and conveniently order them from local grocery stores nearby.
Experience the joy of cooking your favorite meals in the comfort of your own kitchen, using the freshest ingredients sourced right at your fingertips.
The goal is to increase revenue for DoorDash by combining DoorDash’s delivery model with the wide variety of ingredients available at grocery stores.
Despite its market share and revenue, DoorDash has not yet reached profitability. The company’s financials show a net loss, even though it reported revenues of $6.58 billion in 2021.
As for grocery delivery, there isn’t specific data available on how much profit DoorDash makes from this sector. However, given the prominence of restaurant delivery in their business model, it’s likely that the majority of their revenues come from restaurant deliveries rather than grocery deliveries.
The idea came from an unassuming place; I was hungry.
Running out of groceries and craving my favorite Indian spot, I wanted to DoorDash. Yet, living on a college budget requires saving money lol.
I thought, “It would be fantastic if I could go get specific groceries to make my favorite Indian meals, saving money while still eating good.”
Here is where I combined personalized meals from grocery shopping with DoorDash.
