DoorDash Product Development

In Spring 2023, I was accepted into DSGN 395: Digital Product Development Studio, a 2-unit course walking through the full end-to-end product development lifecycle. For the course, students apply design thinking and agile/scrum methodologies to a client sponsored project, similar to being hired as a new digital product manager or designer.

My client for the quarter was DoorDash. Our challenge was to design an improved VIP experience. Based on our survey findings and user interviews, my team designed and prototyped two new features: a punch card reward system and ‘DoorDash Delivered,’ a shareable social feature for users to see insights into their own tastes and how they were supporting their communities through DoorDash.

Team: Samira Bulchandani, Coumba Ka, Kayleigh Peng

Objective: Currently, DoorDash’s VIP customers receive more generous compensation when orders go wrong as well as a dedicated queue of support teammates to reduce wait times. How can DoorDash come up with more value-additive features to their VIP support that drive retention and customer lifetime value?

• Create a new member value proposition anchored in insights

• Define member benefits that are feasible to implement and validated by research

• Build a value case for DoorDash based on this new VIP experience

Skills: User Research, Market Research, Surveys, Data Analysis, Interviewing, Figma, Prototyping, Product Management