We designed an extension to the DoorDash app that addresses Food Bias and encourages change in behavior.

Team:

Matt Cavallo - Art Director

Madalyn Crews - Experience Designer

Laura Gardner - Copywriter

Kevin Ma - Copywriter

Paige Majdic - Creative Brand Manager

Cat MarshStrategist

Sara Smokrovich - Art Director

Where:

Brandcenter Sprint

Student work, VCU Brandcenter

Role:

UX/UI Design, Prototyping, Experience Design

Background

Food Bias. Noun. Food - bi-as. Definition of food bias (entry 1 of 1). The preconceived notion (whether conscious or unconscious) that one culture's food is inherently more valuable.

First, Let's discuss Food Bias.

For some cuisines,

Food Bias can have

costly affects

1. It can affect the success of BIPOC restaurant owners

2. It can affect the common perception of the quality of the food

3. When left unaddressed, it can lead to cultural appropriation where food loses it's traditional values and flavor

Opportunity: DoorDash can be on the forefront of food bias and open people's minds and stomachs.
DoorDash doesn't just serve food. You serve culture.

Changing Perception

Changing perception takes time, but it can be done. We've created three phases that will assist with changing peoples perception and Food Bias.

Phase 1: establish empathy and understanding. Grab people's attention to highligh food biases and how they play a significant role in systemic racism and discrimination. Phase 2: change behavior. Create engaging incentives that allow people to try new foods and start to conciously recognize their own food bias. Phase 3: Maintain behavior and create habits. Keep people engaged through providing opportunities for advancement by continuously checking and breaking down their bias.
Illustration of a bowl of salad

Throughout Phase 1 we want to establish awareness and start a conversation around Food Bias.

Mockup of an article on a computer. Headlines read "Doordash works with Michelin-starred chefs to create a fine-dining restaurant wher eyou eat with your hands".
How it works: Doordash partners with BIPOC chefs to come up with a fine dining menu. We invite food personalities, reviewers and influencers to attend the event. We drop a suprice on them - it's fine dining designed without cutlery. We ask the big question - is it still fine dining if we're using our hands? Other cultures do the same thing. We film a video reflection what fine dining means in multicultural America.
Ad on Instagram
Gif of an Ad on Instagram

Using experiences and digital ads we hope to bring awareness to Food Bias. Most people aren't aware that they have any Food Biases, DoorDash has the opportunity to open peoples minds and stomachs. Once you realize that there may be some Biases in your dietary consumption, we will redirect you to take our

Food Bias Quiz. 

Is your stomach biased? See how you measure up to the rest of the world when it comes to thinking about food. Take Quiz.

The Food Bias Quiz walks the user through various questions comparing different foods and restaurants that are traditionally viewed as "Fine Dining" versus "Fast Food". For example, why are we comfortable paying $30.00 for an entree at a French restaurant but shriek at the idea of spending an extra dollar at our local taqueria? Depending on your answers Doordash will check your bias and encourage you to taste and explore new foods utilizing Dashport.

Change Behavior

Throughout Phase 2 we help users consciously address food bias by tasting new foods and encouraging change in behavior.

The DashPort App is a subscription service that brings different cultures from your neighborhood to your doorstep. DashPort will partner will various local restaurants to customize your plan so that you always have the opportunity to try new cuisines and cultures. 

Dashport: serving culture. shifting culture. We get it. It's scary to try out new types of foods. It's hard knowing what to order, let alone what you'd like to eat. That's where DashPort comes in - a subscription service that brings dishes from different cultures in your neighborhood to your doorstep. Order now.
DashPort stamp for Addis Ethiopian Restaurant.

Each restaurant will have personalized packaging that specific to the restaurant partnering with DashPort. There will be a rotating group of restaurants to ensure that everyone gets the opportunity to share their cuisine and culture. Each to-go box will include a DashPort sticker that can be used in their physical DashPort which comes into play in Phase 3. 

Throughout Phase 3 we want to maintain these new behaviors. In order to do this DashPort will provide a physical DashPort as well as a digital DashPort to encourage you to keep track of the different restaurants and cuisines you've tried. You will earn a new stamp for each restaurant and points. 

A mockup of the outside of the Physical DashPort
A mockup of the inside of the physical DashPort.

The physical DashPort gives people the opportunity to physically collect stamps and read about each restaurants history and culture. They can also collect them digitally while earning points, incentivizing continued use of DashPort and trying new cuisines.

Not into physical versions?

We got you with a digital DashPort.

An image of the Digital Dashport showing restaurants and stamps earned.

You can also earn points for each order & new restaurant you try!

An image of the Dashport Rewards page showing the amount of points the user has to redeem and when they earned their points.

You can use your points to earn discounts and different merch items!

An image of the Dashport Redemption page where users can redeem their points for discounts and merch.
We all have a comfort zone when it comes to food, and that zone is filled with bias. DoorDash is already serving culture and has the ability to shift it.