How Might DoorDash
enter the Chinese Market?
How Might DoorDash
enter the Chinese Market?
How Might DoorDash
enter the Chinese Market?
UX Design Exploration
UX Design Exploration
UX Design Exploration
The Challenge 🧐
The Challenge 🧐
During my senior year at UCLA, I took part in the UC x BCG Case Competition, where teams were tasked with developing a Market Entry Plan for DoorDash's expansion into China
During my senior year at UCLA, I took part in the UC x BCG Case Competition, where teams were tasked with developing a Market Entry Plan for DoorDash's expansion into China
As the team’s strategist and UI/UX designer, I conducted in-depth competitive research and created a User Interface tailored to the Chinese market — taking into account the local culture, user behaviors, and consumer habits to ensure DoorDash could deliver a personalized experience for new users in this unique market
As the team’s strategist and UI/UX designer, I conducted in-depth competitive research and created a User Interface tailored to the Chinese market — taking into account the local culture, user behaviors, and consumer habits to ensure DoorDash could deliver a personalized experience for new users in this unique market
Roles 🧑💻
Roles 🧑💻
Market Research
Market Research
UX Design
UX Design
Timeline 🕰️
Timeline 🕰️
1 Week, Spring 2022
1 Week, Spring 2022
Results 🏆
Results 🏆
1st Runner-up
1st Runner-up
The Challenge 🧐
During my senior year at UCLA, I took part in the UC x BCG Case Competition, where teams were tasked with developing a Market Entry Plan for DoorDash's expansion into China
As the team’s strategist and UI/UX designer, I conducted in-depth competitive research and created a User Interface tailored to the Chinese market — taking into account the local culture, user behaviors, and consumer habits to ensure DoorDash could deliver a personalized experience for new users in this unique market
Roles 🧑💻
Market Research
UX Design
Results🏆
1st Runner-up
Learning from the Giants 💪
Learning from the Giants 💪
Learning from the Giants 💪
With my competitive research, I focused on Meituan and Eleme, which together control 94.2% of the food delivery market share in China — with 67.3% and 26.9%, respectively
With my competitive research, I focused on Meituan and Eleme, which together control 94.2% of the food delivery market share in China — with 67.3% and 26.9%, respectively
With my competitive research, I focused on Meituan and Eleme, which together control 94.2% of the food delivery market share in China — with 67.3% and 26.9%, respectively
By analyzing their user interactions, core functionalities, and design aesthetics, I established design goals for DoorDash’s potential interface in China:
By analyzing their user interactions, core functionalities, and design aesthetics, I established design goals for DoorDash’s potential interface in China:
By analyzing their user interactions, core functionalities, and design aesthetics, I established design goals for DoorDash’s potential interface in China:
Super-App Culture 🦸
Gamified Interactions 🎮
Deal-driven Banners💰
Super-app Culture🦸
Gamified Interactions🎮
Deal-driven Banners💰
High Information Density ℹ️
Personable Copywriting 😊
High Information Densityℹ️
Personable Copywriting😊
Super-app Culture🦸
In China, apps often serve multiple purposes — food delivery, groceries, pharmacy, entertainment, and more —aligning with the country’s fast-paced culture
Gamified Interactions🎮
Interactive elements like mini-games, red packets🧧, and scratch cards🍀 are common in Chinese apps, contrasting with American apps that prioritize sleekness and minimalism
Deal-driven Banners💰
Chinese delivery apps maximize restaurant appeal with deal-driven banners, featuring coupons and discounts directly on restaurant tabs
High Information Densityℹ️
In addition to offering a wide range of features, app elements are also densely packed with information— again reflecting their fast-paced culture
Personable Copywriting😊
Chinese apps use a friendly, conversational tone, creating a more engaging and relatable experience compared to the professional style of U.S. apps
Home Page
Home Page
Home Page
Spin the Wheel Challenge
Spin the Wheel Challenge
Spin the Wheel Challenge
Daily Scratchcards
Daily Scratchcards
Daily Scratchcards
Search Results Page
Search Results Page
Search Results Page
The Solution
The Solution
The Solution
Key Takeaways ✏️
Key Takeaways ✏️
From market research and competitive analysis to setting business goals and identifying our target demographic, this project gave me a real glimpse into the art of UX Design
From market research and competitive analysis to setting business goals and identifying our target demographic, this project gave me a real glimpse into the art of UX Design
For context, instead of going head-to-head with giants like Meituan and Eleme, which dominate the food delivery market for local cuisine, our team decided to target a smaller audience: cities with a higher foreign population and greater demand for international cuisine. By positioning DoorDash as a more "premium" option, we aimed to align with the company's American roots
For context, instead of going head-to-head with giants like Meituan and Eleme, which dominate the food delivery market for local cuisine, our team decided to target a smaller audience: cities with a higher foreign population and greater demand for international cuisine. By positioning DoorDash as a more "premium" option, we aimed to align with the company's American roots
Simply copying the interfaces of Meituan or Eleme wouldn’t be effective, and sticking to the U.S. design also wouldn't work. My goal was to create a hybrid approach— one that balances elements from both sides, which is what I attempted to achieve in this concept
Simply copying the interfaces of Meituan or Eleme wouldn’t be effective, and sticking to the U.S. design also wouldn't work. My goal was to create a hybrid approach— one that balances elements from both sides, which is what I attempted to achieve in this concept
Key Takeaways✏️
From market research and competitive analysis to setting business goals and identifying our target demographic, this project gave me a real glimpse into the art of UX Design
For context, instead of going head-to-head with giants like Meituan and Eleme, which dominate the food delivery market for local cuisine, our team decided to target a smaller audience: cities with a higher foreign population and greater demand for international cuisine. By positioning DoorDash as a more "premium" option, we aimed to align with the company's American roots
Simply copying the interfaces of Meituan or Eleme wouldn’t be effective, and sticking to the U.S. design also wouldn't work. My goal was to create a hybrid approach— one that balances elements from both sides, which is what I attempted to achieve in this concept