We designed an extension to the DoorDash app that addresses Food Bias and encourages change in behavior.
Matt Cavallo - Art Director
Madalyn Crews - Experience Designer
Laura Gardner - Copywriter
Kevin Ma - Copywriter
Paige Majdic - Creative Brand Manager
Cat Marsh - Strategist
Sara Smokrovich - Art Director
Student work, VCU Brandcenter
UX/UI Design, Prototyping, Experience Design
First, Let's discuss Food Bias.
For some cuisines,
Food Bias can have
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
Changing perception takes time, but it can be done. We've created three phases that will assist with changing peoples perception and Food Bias.
Throughout Phase 1 we want to establish awareness and start a conversation around Food Bias.
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.
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.
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.
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.
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.
You can also earn points for each order & new restaurant you try!
You can use your points to earn discounts and different merch items!