OVERVIEW
DoorDash x Hospitals is an ethnographic study and solution based on the hyperlocal context of hospital workers
ROLE
TIMELINE
ADVISOR
TEAM
PROGRAMS
SPONSOR
Designer, User Researcher
Fall 2023
Andrea Fairchild
Amiti Arunmozhi
Kaitlyn Chuang
Figma
Adobe Ps
Adobe Ps
DoorDash
Design Brief
DoorDash’s vision is to win every eatable moment a customer experiences throughout the week.
If we want to grow our customer base, we need to look at contexts outside of the home - such as hospitals.
If we want to grow our customer base, we need to look at contexts outside of the home - such as hospitals.
Who Are They?
The ER department is a specialized unit that's always on alert. With the nature of their work, they are never sure of what's to come, making their schedules uncertain and their meal times up in the air.
Gathering Intel
After speaking directly to ER workers, observing their work-shifts, and documenting details, we used our gathered data to create a thorough mind map which outlined core problems, opportunities, themes, and needs.
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Analyzing Pain Points
ER workers have common pain points in regards to their eating habits - whether it be short lunch breaks, interrupted meals, or none at all. We also looked into DoorDash's dynamic and outlined where their strengths and weaknesses lied.
What Need Drives Them?
During the interviews, there were many overlaps in the answers. This led us to construct 4 personas that represented the different ER workers, all of which tied back to their biggest, overarching need -- to feel fulfilled and content.
Levels of Need
Everyone has levels to their needs. Once the most prevalent need is met, the next is sought out.
We explored this hierarchy in the context of ER workers.
We explored this hierarchy in the context of ER workers.
Identifying Insights
After our research and analysis, we consolidated our findings to create 4 main insights.
Addressing the Need
To get closer to a solution, we asked ourselves, "How might we-" in the context of the defined needs and insights.
Speak To Their Needs
To effectively reach an audience, you must understand where they're coming from and what they're seeking out - beyond the surface level of 'a quick bite.'
ER workers are caretakers. They sacrifice their time and energy to ensure the safety and health of the people. Food is a need but so are the conditions of their patients.
So in order to reach them, DoorDash must care for the highest need of ER workers - their need to care for others.
ER workers are caretakers. They sacrifice their time and energy to ensure the safety and health of the people. Food is a need but so are the conditions of their patients.
So in order to reach them, DoorDash must care for the highest need of ER workers - their need to care for others.
