DoorDash Gift Card
0-1 purchasing gift card in app
Unlocking the ability for customers to purchase DoorDash gift cards in the app.
Company
DoorDash
Role
Design lead
Industry
Consumer
Year
2023
Customer problems
Customers were unable to purchase DoorDash gift cards directly within the app. Instead, they were redirected to a third-party website, leading to confusion and unnecessary friction in the user experience.
Challenges
Integrating a digital gift card purchase flow into a real-time ordering platform was complex. I needed to design an experience that felt native and seamless within our existing order flow. Without a dedicated product manager, I took on full ownership of defining and communicating requirements directly with engineers.Design a simple, intuitive in-app flow for gift card purchases—seamlessly integrated into the DoorDash experience—despite limited resources.
Objectives
Design a simple, intuitive in-app flow for gift card purchases—seamlessly integrated into the DoorDash experience—despite limited resources.
Impact
MVP launched and generating $4x million GMV per year.
Customer problems
Customers were unable to purchase DoorDash gift cards directly within the app. Instead, they were redirected to a third-party website, leading to confusion and unnecessary friction in the user experience.
Challenges
Integrating a digital gift card purchase flow into a real-time ordering platform was complex. I needed to design an experience that felt native and seamless within our existing order flow. Without a dedicated product manager, I took on full ownership of defining and communicating requirements directly with engineers.Design a simple, intuitive in-app flow for gift card purchases—seamlessly integrated into the DoorDash experience—despite limited resources.
Objectives
Design a simple, intuitive in-app flow for gift card purchases—seamlessly integrated into the DoorDash experience—despite limited resources.
Impact
MVP launched and generating $4x million GMV per year.
Customer problems
Customers were unable to purchase DoorDash gift cards directly within the app. Instead, they were redirected to a third-party website, leading to confusion and unnecessary friction in the user experience.
Challenges
Integrating a digital gift card purchase flow into a real-time ordering platform was complex. I needed to design an experience that felt native and seamless within our existing order flow. Without a dedicated product manager, I took on full ownership of defining and communicating requirements directly with engineers.Design a simple, intuitive in-app flow for gift card purchases—seamlessly integrated into the DoorDash experience—despite limited resources.
Objectives
Design a simple, intuitive in-app flow for gift card purchases—seamlessly integrated into the DoorDash experience—despite limited resources.
Impact
MVP launched and generating $4x million GMV per year.
