OVERVIEW
METHODOLOGY
As part of my User-Centered Design Methods class at Georgia Tech, I participated in a sponsored project aimed at expanding DoorDash's reach beyond the typical at-home dining experience. This study focused on tapping into underutilized markets, particularly targeting hospital medical professionals and staff, to increase DoorDash’s presence in hyperlocal contexts.
The project involved intensive user ethnography, requiring us to conduct user interviews, on-site observations, and in-depth insight gathering. Our tasks were to understand the current purchasing habits of these target groups, identify why DoorDash wasn't a top choice, and determine the barriers to its consideration and conversion.
