DoorDash Market - Usability Testing
Examining navigation patterns, user frustrations, and improvement opportunities through usability testing and analyzing user interactions to enhance the DoorDash Market grocery shopping experience.
This study explores how to improve the DoorDash Market grocery shopping experience by identifying user challenges and opportunities for enhancement through interviews, usability testing, and interaction analysis.
PROBLEM
RESEARCH QUESTIONS
USER TASKS
CONTEXT
FINDINGS
FULL USABILITY REPORT
Users faced challenges navigating the DoorDash Market grocery shopping feature, such as difficulty finding items, unclear filtering options, and inefficiencies in the checkout process, leading to inefficiencies and a less seamless shopping experience.
With the growing popularity of online grocery shopping, platforms like DoorDash Market aim to provide convenience by integrating grocery delivery into their existing services. However, users often encounter challenges such as difficulty locating specific items, understanding search filters, and navigating a platform primarily designed for restaurant orders.
Focusing on usability challenges and opportunities in DoorDash Market, ensuring it supports users effectively while reinforcing DoorDash’s reputation for excellence in local commerce.
Participants were given a grocery list and asked to complete three tasks. Through these tasks we observed patterns of interactions.
I interviewed three different people of varying ages (21-60), as well as having different planning habits. I focused the questions on planning experiences as well as communication.
Five main findings revealed several important challenges in DoorDash Market’s grocery shopping feature that impact how users navigate and interact with the app.
For more details on the backgrounds, methods, findings, design recommendations, please view the
TIMELINE
September-December 2024
ROLE
User Researcher
TEAM SIZE
Hailey Hjort
Brynn Morrison
Bianca Stiles
Me!
TOOLS
Figma
Notion
Miro
Zoom&Otter.ai
How do users handle out-of-stock items?
How do users handle adding more items than available?
What strategies do users use to find items without using the search bar?
Navigating Without the Search Bar
Users were tasked with placing grocery items into their cart without using the search bar
Focus: Track navigation patterns, strategies.
Handling Out-of-Stock Items
Users were tasked with adding unavailable items into their cart
Focus: Seeing participants responses to unavailability (exploring alternatives, abandoning task, etc).
Handling Low-Stock Items
Users were tasked with adding more than the available quantity of a low-stock item
Focus: Reactions to stock limitations, including adjustments, substitutions.
Users Expect Real-Time Stock Feedback When Adding Items
Users expressed frustration when attempting to add more items to their cart than were available in stock, highlighting a significant gap in the app's real-time stock management feedback.
Participants noted that the app allowed them to add items to their cart without warning about low inventory, leading to disappointment and wasted effort during checkout when unavailable items were flagged.
Users Expect More Guidance and Substitution Options When Items Are Out-of-Stock
Participants expressed frustration with the absence of features that would suggest alternatives or related products
Forcing users to manually search for replacements, adding unnecessary effort and time to their shopping experience.
Frustration With Category Organization Impacts User Experience
Participants frequently expressed confusion and frustration when items were not grouped in expected categories, leading to inefficiencies and negative experiences.
Misleading or overly general category labels often forced users to backtrack or try multiple sections, creating friction in the shopping process.
Users Prefer the Search Bar for Efficiency and Rely on Categories & Icons for Navigation
While categories/icons serve as a helpful browsing tool, many participants ultimately preferred the search bar as it offered a more efficient and direct method for locating items.
This preference stemmed from frustrations with the time and effort required to navigate categories, especially when items were difficult to find or misplaced.