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By going beyond simply welcoming all flavors to appreciating them in their intended form.

RESEARCH, BRAND INNOVATION, STRATEGY, VISUAL DESIGN, 3D RENDERING, UX/UI, PRODUCT DESIGN

MY ROLE

I helped my team concept/ideate, I designed and rendered 3D models, helped design and test the UX/UI experience of the digital product extension, I helped develop a narrative that brought our concept to life—showcasing how the activation would exist in the world.

How would DoorDash push for racial progress and do a better job of celebrating other cultures?

PROJECT OVERVIEW

This team project was a 4-day sprint completed in my 4th semester of grad school for a live client. Our solution was inspired by my team's diverse backgrounds and cultures, and experiences. We were driven by our passion for social justice and creating actionable change.

 

INTRODUCTION

Americans have gotten accustomed to a narrow, singular vision of minority cultures.

In 2019, there was a 314% increase in “Mexican” cuisine compared to 2018. Burrito bowls, nachos, and shrimp tacos were some of the top 10 dishes ordered. Yet, this didn’t include things like Chilaquiles, Pozole, and Ceviche.

How do we get someone to crave something they don’t know exists?

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PROBLEM

The intricacies and intentions that make minority cultures and cuisines beautiful and rich have been white-washed away for the sake of comfort.

The complexities of cultures are erased by what’s familiar. Americans have a reputation for making certain aspects of other cultures “chic” or “trendy” while leaving other aspects they perceive as “less savory” out. This phenomenon in the food world is called: CULINARY IMPERIALISM.

Image by Michael Blomberg

Americans have long lived within the status quo and are not quick to leave what is familar.

 

REALIZATION

As humans, we gravitate towards comfort. Yet, progress and understanding start outside our “comfort zone”.

Often, we stick to what we know and order on AUTO-PIOLT. 96% of people admit to making most of their decisions on autopilot. However, these comfort zones aren’t always inclusive.

OPPORTUNITY

DoorDash has the potential to widen people’s palates and appreciation for the cultures around them by pushing them outside their comfort zones.

DoorDash can use its platform and capabilities to educate and help Americans understand cultures and cuisines as they were intended. On the culture’s terms—not ours.

SOLUTION

A campaign and interactive scavenger hunt that encourages DoorDash users to challenge what and how they eat.

 
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EXECUTION

PLATFORM