Dodo Summer Camp 2025
DSC — an internship under the mentorship of Sergey Mekryukov (Head of Product Design at Dodo Brands).
Out of 275 applicants, 14 people were selected for the internship. Each week we received new tasks and reviewed our work together with Sergey and designers from Dodo.
Out of 275 applicants, 14 people were selected for the internship. Each week we received new tasks and reviewed our work together with Sergey and designers from Dodo.
Task
Come up with ideas and mechanics that simplify choosing products on the main screen.
The focus is on search and navigation scenarios, not only on the visual design of the interface.
The focus is on search and navigation scenarios, not only on the visual design of the interface.
Context
The menu in the Dodo app is structured as a long feed. For some categories, a two-column layout is used. There is a specific case with omelets: there are many of them, but they differ only by default ingredients. There are also curated selections ("all", "breakfast", "hits", etc.), but they don’t always work well: they partially duplicate tags and confuse the user.
Problem
It is difficult for users to quickly choose the right product on the main screen — there are too many items, duplicated categories, and unclear filters.
Research
Later, I used these insights to generate and test ideas.
I analyzed the menus of direct and indirect competitors and studied publicly available research on how users interact with catalogs. This helped identify mechanics that simplify or complicate product selection.
Idea 1: Personalized "For You" section
For new users who don’t yet have a purchase history, popular items from the "Hits" section are shown.
Products remain in the menu, while promotions and special offers are presented in a stories format, which allows more opportunities for content presentation and engagement.
The "For You" feed is generated based on a gamified product selection mechanic and data from previous orders.
The "For You" feed is generated based on a gamified product selection mechanic and data from previous orders.
The questions can relate to preferences: spice level, meat / no meat, etc.
The core mechanic: we show the user 3−5 cards to choose from. After they make a selection, we generate a "Try today?" recommendation list.
The "All" section is important, as some users prefer to explore the menu on their own. A consistent category order reduces confusion and makes it easier for new users to get familiar with the menu.
- Personalization is a trend. We generate recommendations based on previous orders and also allow users to influence their recommendation feed through a gamified mechanic.
- In the menu, we keep only food collections. I believe this will help users not get lost in the section’s logic.
- Moving promotions and new items into stories can help better communicate the features of new products or promotions thanks to richer content possibilities (video, creative content, etc.). Real photos are a big plus.
- We keep the "All" section but fix the order of menu subcategories, which can reduce the feeling of unpredictability in the menu.
Why this solution is better than the current version:
Idea 2: Menu as a social network
The idea is to bring the menu closer to the experience of social media. The feed and stories show not only products, but also reviews and recommendations from friends.
The user selects ingredients, and the system immediately suggests suitable omelets. This simplifies the choice and replaces a long list of similar items.
Short videos appear in the menu feed: the cooking process, serving, and presentation in different scenarios (picnic, home dinner, meeting with friends). This format makes the choice more emotional and helps users imagine the product in a real-life context.
- Since curated collections don’t always work well (according to the brief), switching the positions of collections and menu sections can help focus the user’s attention on the menu first and encourage independent choice. If desired, users can still explore the collections.
- A gamified mechanic for assembling omelets can increase interest in this category.
- Introducing video content into the menu feed can draw users' attention to specific items, for example, new products.
- Showing friends' reactions can help users discover something new that has already been tried and recommended by their friends.
Why this solution is better than the current version:
Idea 3: Interactive "Mood-based" selection
The "Mood-based" selection helps users find food faster for a specific situation: breakfast, food for a group, spicy, or meat-free. Instead of a long list of categories, only up to five options remain, and the choice happens through simple filters.
When a category is selected, a short animation appears.
It doesn’t block the menu or interfere with navigation, but adds an emotional touch.
It doesn’t block the menu or interfere with navigation, but adds an emotional touch.
Examples of effects for categories:
- Spicy — flame sparks
- Breakfast — a soft flash of light
- Extra cheese — a stretchy cheese strand
- For sharing — confetti
- Quick snack — a clock hand flying past
- Meat-free — gently falling leaves
- Hits — sparkling stars
- Kids' favorites — soap bubbles
- Reducing the menu to 5 categories makes the interface easier to perceive: all options are visible at once, the variety remains, but without overload.
- Filters allow users to quickly exclude unnecessary options and find what they need faster. This saves time and reduces decision fatigue.
Why this solution is better than the current version:
Итоги Dodo Summer Camp
This internship became an important stage in my professional growth.
I significantly strengthened my product design skills and in a number of tasks now operate at a mid-level, while remaining aware of my areas for further development.
I significantly strengthened my product design skills and in a number of tasks now operate at a mid-level, while remaining aware of my areas for further development.
yudaevavi@gmail.com
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With love from Kazan, St. Petersburg, Belgrade ❤️