Dining together, paying apart: Introducing Bill Splitting in DoorDash
Overview
Known for its ease of use and quick service, DoorDash connects customers with local restaurants and eateries. As of 2023, the platform has amassed over 32 millions of active users across many countries. True to its name, DoorDash’s core value of the company is delivering food right to customers’ doorsteps with speed and efficiency. With just a few taps on their smartphones or computers, people can enjoy food from their favorite local restaurants at home.
Role: UX Designer
Tools: Figma
Duration: 4 weeks
Date: Jan 2024
Personal experience
My husband and I have a passion for bringing people together. Almost every Friday, we host a dinner at our home, inviting colleagues to unwind after a busy week. However, the demands of our jobs often leave us too tired to cook turning us into regular DoorDash customers. We frequently find ourselves calculating meal costs after these Friday dinners, sometimes even days later. The inconvenience has led me to wish for a bill splitting feature in DoorDash, allowing for easy expense sharing with guests directly within the app.
Secondary research | Competitive Analysis
I began my research by analyzing several of DoorDash’s direct competitors, as well as bill splitting app like “Splitwise”. This provided valuable insights into the food delivery industry and users behaviors regarding bill splitting.
I studied each competitor to analyze their group order and bill splitting processes. This process enabled me to identify and summarize key details and shortcomings of those related features.
Primary research | User Interviews
In this research phase, I interviewed 5 individuals about their experiences with food delivery services. I then created an affinity map to identify patterns and summarize the interviews. The goal of this research process is to understand user interactions with food delivery platforms, and how people split their bills with friends.
Through my interviews, I discovered that many participants use third party bill splitting apps to calculate individual payments after dining with friends, and then settle their shares using another payment apps. Almost every participant expressed that a built-in bill splitting feature within food delivery platforms would be beneficial.
User Flow | Visualizing the user’s journey
Task: Placing a group order and splitting the bill on DoorDash
Task Flow | Visualizing the steps that the users take
Task: Placing a group order and splitting the bill on DoorDash
Low-fidelity wireframes | Key screens for implementing the bill splitting feature
The design phase began with my initial sketches, outlining the components of the bill splitting feature and their integration into the existing interface of the DoorDash app.
Introducing new bill splitting feature design components
I designed a series of new design components for the new bill splitting feature. When designing these components, I utilized DoorDash’s existing color palette and design patterns to ensure a cohesive look that seamlessly integrates with the app’s overall aesthetic.
Exploring Different Options
Split Evenly Icon:
Version 1
Version 2
Final Version
Pay Separately Icon:
Version 1
Version 2
Final Version
Final Bill Splitting Feature Design Components
Usability test | Empathizing with user reactions to the bill splitting feature
I recruited 6 participants for the usability. Everyone was tasked with 2 tasks which they all successfully accomplished. The feedback was generally positive, particularly for the newly developed bill-splitting icons and design elements. However, some participants experienced confusion with how the cart displayed price breakdowns. This valuable insight informed a redesign aimed at enhancing the visibility and clarity of the price breakdown display
Revision | Revision based on user feedback
HI-FI WIREFRAMES | Final Product
After successfully conducting two rounds of usability testing, I received invaluable insights from a total of 8 participants. These insights were instrumental in guiding the iterative process, ultimately resulting in the development of the final product
Group Order Payment Settings
Handling Member Departure - Order Recalculation
Bill Split MethodRevision - Cart Update
Reflection
Integrating a new feature into DoorDash's highly developed UI and strong branding presented a unique challenge. It was crucial to ensure that any additions seamlessly blended with the existing design, maintaining the distinctive DoorDash aesthetic. I placed a strong emphasis on this during the design process, carefully ensuring that the new elements not only matched the existing UI but were also functional. This meticulous approach ensured the enhancements felt like a natural extension of the DoorDash experience.
The positive feedback from users validated the seamless integration of the new features, highlighting their intuitive use and alignment with DoorDash's established aesthetic. This success illustrated the importance of careful design in balancing innovation with brand consistency.
Next Steps
As I progress to the next phase of integrating the bill-splitting feature into DoorDash, my focus will include:
Consult with DoorDash's developer and engineering team to assess the feasibility of the newly added feature.
Examine usage data through analytics to determine the frequency and context of the new feature's utilization. Gather insights into user behaviors and preferences to guide subsequent refinements.
Based on user feedback and analytics, make iterative improvements to the feature.
CHLOE CHAN 2024
CHLOECHANSEMAIL@GMAIL.COM