DES 400

Boosting the brand's identity in distinctive scenarios through enhanced user experiences.

Given the pandemic's decreased demand for close interaction, how can we enhance DoorDash's brand perception to attract more drivers to join the platform amidst these circumstances?

Group member:

Bonnie Huang

Leo Zhang

Yiwen Wang

We interviewed some drivers and asked them whether they prefer disposable masks or reusable masks. 63 percent prefer disposable masks. So we decided to use disposable masks.For the disposasble mask：we have 3 choices：Respirators，surgical，and non-medical mask. We need to consider the price of masks and the safety of masks. In terms of price, the respiratior will be higher. In terms of safety, non-medical cannot completely prevent the split. Therefore, we decided to use surgical mask after comprehensive consideration

Because masks are a necessity in this situation today, especially in the delivery industry which requires close contact with people. In order to provide better safety for our drivers, we chose the masks as the BENEFIT that we provide to our drivers. not only that, our intention is to have masks instead of traditional uniforms, so that we can achieve a sense of unity and also provide a professional service experience to our customers. Also, when delivering food to customers, they will see the masks, which will have a promotional effect.

Doordash has a really good foundation in its rating system. We have incorporated that system directly to what kind of masks you are getting.

DoorDash Brand Identity