AI-powered search, nutritional subscriptions and safe delivery
ACADEMIC PROJECT
potential impact
Overview
DashCare is a feature concept developed for DoorDash that reimagines food delivery for sick individuals. We aimed to reduce the cognitive and physical strain of ordering meals during illness by designing a toggle-based app experience, symptom-linked nutritional recommendations, and emotionally resonant packaging. The solution combines behaviorally informed UX, AI-powered personalization, and practical packaging innovation to deliver care through comfort food.
My Role
Research, product-market fit, in-app experience, prototyping
Timeline
2 months
Oct 2024 - Dec 2024
Team
Mix of 6 CMU students from design, business, engineering and marketing
The Challenge
As food delivery becomes second nature, DoorDash’s growth depends on deepening value for existing customers by addressing overlooked moments, unmet needs, and everyday pain points
To truly improve the experience, we needed to look beyond the act of food delivery and understand what food represents in people’s lives. When do they turn to getting it delivered and how does it make them feel in those moments? We set out to explore those emotional and social contexts to uncover where real gaps and opportunities exist. By shifting our focus from what’s being ordered to why and when it’s being ordered, we set the foundation to innovate a context-aware food delivery experience.
Research
Exploring the mental and emotional drivers of ordering in
I led a mixed-method research process that included surveys, user interviews, and a co-design activity to understand how people experience food delivery in different contexts. We looked into
SURVEY
Narrowing in on what matters the most to people
Young adults feel disconnected from investing when it doesn’t align with their immediate realities.When framed around their current lifestyle, such as saving for a trip, a new gadget, or gaining financial independence, it becomes personal, relevant, and actionable. Investing for the first time is about taking control, building confidence, and pouring into smaller, immediate goals that make investing feel real from the start.
CONTEXTUAL ENQUIRY AND OBSERVATION STUDIES
Food delivery apps acts as a support system during times of vulernability, most commonly sickness
Young adults feel disconnected from investing when it doesn’t align with their immediate realities.When framed around their current lifestyle, such as saving for a trip, a new gadget, or gaining financial independence, it becomes personal, relevant, and actionable. Investing for the first time is about taking control, building confidence, and pouring into smaller, immediate goals that make investing feel real from the start.
KEY INSIGHTS
The existing journey led to missed opportunities for conversion
While Axis holds a strong legacy and trusted brand reputation, the experience offered to the newer generation when compared to competitors posed a significant risk. The outdated flow had the potential to not only fail to engage users but also diminish the brand’s reputation.
THE CURRENT CYCLE
The existing journey led to missed opportunities for conversion
While Axis holds a strong legacy and trusted brand reputation, the experience offered to the newer generation when compared to competitors posed a significant risk. The outdated flow had the potential to not only fail to engage users but also diminish the brand’s reputation.
THE CURRENT CYCLE
The existing journey led to missed opportunities for conversion
While Axis holds a strong legacy and trusted brand reputation, the experience offered to the newer generation when compared to competitors posed a significant risk. The outdated flow had the potential to not only fail to engage users but also diminish the brand’s reputation.
How might we support customers during moments of illness or low energy with comforting, nourishing meals delivered with care, contextual relevance, and zero added stress?
Conceptualization
Early Product Criteria
CONCEPT EXPLORATION
The existing journey led to missed opportunities for conversion
While Axis holds a strong legacy and trusted brand reputation, the experience offered to the newer generation when compared to competitors posed a significant risk. The outdated flow had the potential to not only fail to engage users but also diminish the brand’s reputation.
CONCEPT 01
Visualizing the power of compounding through play
Empowering users to visualize the impact of starting early on their investments. By adjusting the age at which they begin, users can instantly see how compound interest accelerates growth, turning the distant concept of math into a more relatable and engaging experience.
CONCEPT 01
Visualizing the power of compounding through play
Empowering users to visualize the impact of starting early on their investments. By adjusting the age at which they begin, users can instantly see how compound interest accelerates growth, turning the distant concept of math into a more relatable and engaging experience.
CONCEPT 01
Visualizing the power of compounding through play
Empowering users to visualize the impact of starting early on their investments. By adjusting the age at which they begin, users can instantly see how compound interest accelerates growth, turning the distant concept of math into a more relatable and engaging experience.
PROTOTYPING
The existing journey led to missed opportunities for conversion
While Axis holds a strong legacy and trusted brand reputation, the experience offered to the newer generation when compared to competitors posed a significant risk. The outdated flow had the potential to not only fail to engage users but also diminish the brand’s reputation.
Solution
Early Product Criteria
CONCEPT EXPLORATION
The existing journey led to missed opportunities for conversion
While Axis holds a strong legacy and trusted brand reputation, the experience offered to the newer generation when compared to competitors posed a significant risk. The outdated flow had the potential to not only fail to engage users but also diminish the brand’s reputation.
CONCEPT 01
Visualizing the power of compounding through play
Empowering users to visualize the impact of starting early on their investments. By adjusting the age at which they begin, users can instantly see how compound interest accelerates growth, turning the distant concept of math into a more relatable and engaging experience.
CONCEPT 01
Visualizing the power of compounding through play
Empowering users to visualize the impact of starting early on their investments. By adjusting the age at which they begin, users can instantly see how compound interest accelerates growth, turning the distant concept of math into a more relatable and engaging experience.
CONCEPT 01
Visualizing the power of compounding through play
Empowering users to visualize the impact of starting early on their investments. By adjusting the age at which they begin, users can instantly see how compound interest accelerates growth, turning the distant concept of math into a more relatable and engaging experience.
PROTOTYPING
The existing journey led to missed opportunities for conversion
While Axis holds a strong legacy and trusted brand reputation, the experience offered to the newer generation when compared to competitors posed a significant risk. The outdated flow had the potential to not only fail to engage users but also diminish the brand’s reputation.
Takeaways
I climbed a big learning step by leading this project
1
Navigating the boardroom
I presented to C-suite executives with limited design exposure, focusing on how design decisions drove business outcomes like user engagement and growth. I secured buy-in and influenced product direction through strategic design.
2
Finding a balance between compliance and experience
I gained a deep understanding of regulatory constraints by working with legal and compliance. I then collaborated with design and engineering to creatively work around these constraints without compromising usability. This taught me that constraints are not limiting, but rather provide opportunities for innovation.
3
Understanding funnel and conversion metrics
I now understand the critical importance of funnels and demographic-driven tracking to optimize business metrics through improved experience and strategy. I gained insights into how different segmented groups interact with the platform, allowing me to pinpoint drop off points, teaching me the importance of data-driven product optimization.
REMARKS
What my leaders have to say
From my internship days to every endeavor since, Sanjay (CTO) and Aizaz (Associate Director of Design) have been my unwavering support, always guiding me with trust and encouragement.
