Case Study
DoorDash- Group Ordering
An online food ordering and delivering platform
Our Role
About the Client
DoorDash is a technology company that connects consumers with their favorite local businesses in 27 countries across the globe. Founded in 2013, DoorDash is building products and services to further local commerce, enabling merchants to thrive in the convenience economy, giving consumers access to more of their communities, and providing work that empowers. With DoorDash, there is a neighborhood of good in every order.
Problem Statement
Currently, the group order feature is set up for a business use case as opposed to a family use case, leading to a suboptimal user experience.
With user surveys, some identified pain points were: The Group Order feature is hard to find, Value prop not understood from initial screen, Multiple CTAs required to start a group order lead to frustration and low conversion, Link sharing is not intuitive and has multiple CTAs
Users
Families, group of friends, roommates
Our Approach
- We made group ordering a seamless by reducing the steps to start a group order from 6 to 2.
- Simplified group order link sharing with one-click CTA and saved groups.
- Added a transparency into cart status of participants carts with automated reminders and nudges
- Get reminder once participants are all done with their order
Designs
Creator E2E flow
- Store page CTA
2. FTU Educational bottom sheet
3. Creating Group order
4. Share with participants
5. Group order started
6. Cart view
7. Cart view – Adding items
8. Participants done adding items
9. Order checkout
Participant E2E flow
- Invite to the group order from creator
2. Participant joins the group order
3. Cart View
4. Adding items
5. Done adding items
6. Order placed
Clients
feedback
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– Kate Rhodes
Content Strategist & Copywriter
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