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?
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.
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.
EXECUTION
PLATFORM
We will never be full if we only experience a tiny portion. True fullness is of stomach, body, and mind.
EXECUTION
Meals have “do’s” and “don’t’s” for proper enjoyment, but some meals’ don’t’s are disregarded more than others.
SOCIAL ADS
OOH ADS
HOW IT WORKS
The interactive scavenger hunt leads Doordash users to five doors and corresponding clues around their city.
Complete various tasks at each door
Learn about overshadowed cultures within your community
Challenge what and how you eat
Fastest fishers may RSVP to a curated dining experience
SOCIAL TEASER VIDEO
IN-DEPTH LOOK AT THE USER JOURNEY
ONBOARDING
The app nudges the user to explore the details of the scavenger hunt in the app. They swipe to find out how to get started—exploring the map to find the first clue and door.
CLUE #1
They arrive at New Grand Mart and search for staples of Korean cooking in the store. Once they scan all the items they receive a new clue.
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CLUE #2
When they arrive at the location of the second door the user is prompted to learn to salsa dance and upload a video to the app.
CLUE #3
When they arrive at the location of the second door the user is prompted to learn to salsa dance and upload a video to the app.
CLUE #4
When they arrive at the location of the "Girls for a Chance" change mural they are prompted to scan the QR code and listen to a podcast.
At the final clue, the user completes the final task in order to complete the scavenger hunt. Their reward is dependent on how quickly they finished.
CLUE #5
REWARD: SWISS ARMY KNIFE OF UTENSILS
Each scavenger receives a Swiss Army Utensil—which is dispensed by the final door. It is crafted to help users properly partake in meals that require the use of various untensils.
The fastest finishers RSVP to a curated dining experience.
REWARD: IMMERSIVE DINING EXPERIENCE
HOW IT WORKS
Five local, immigrant-owned restaurants
Five dish samples
One guided dining experience
