DoorDash Milestone Challenge

Form behavior with personalized campaign

DoorDash Milestone Challenge offers gamified deals that encourage customers to try our services through progressive engagement. Instead of giving away large discounts upfront, the challenge rewards customers with fun and valuable incentives as they place multiple orders. This approach helps shape long-term habits while enabling the business to see quicker returns.

Company

DoorDash

Role

Design lead

Industry

Consumer

Year

2025

Customer problems

As a customer, I'm not motivated to try DoorDash or DoorDash's new services.

Challenges

Helping customers to understand they are on the process of earning something could be challenging. Considering global customers who are living in Australia, customers who never tried ordering groceries, customers who are churned, customers who just newly joined, etc.

Objectives

The goal is to create a simple, engaging framework that works for different customers who wasn't motivated to try DoorDash. Turning new customers & churned customers into active customers should increase MAU and GMV.

Impact

MVP launching helped to drive $2X million GMV.

Customer problems

As a customer, I'm not motivated to try DoorDash or DoorDash's new services.

Challenges

Helping customers to understand they are on the process of earning something could be challenging. Considering global customers who are living in Australia, customers who never tried ordering groceries, customers who are churned, customers who just newly joined, etc.

Objectives

The goal is to create a simple, engaging framework that works for different customers who wasn't motivated to try DoorDash. Turning new customers & churned customers into active customers should increase MAU and GMV.

Impact

MVP launching helped to drive $2X million GMV.

Customer problems

As a customer, I'm not motivated to try DoorDash or DoorDash's new services.

Challenges

Helping customers to understand they are on the process of earning something could be challenging. Considering global customers who are living in Australia, customers who never tried ordering groceries, customers who are churned, customers who just newly joined, etc.

Objectives

The goal is to create a simple, engaging framework that works for different customers who wasn't motivated to try DoorDash. Turning new customers & churned customers into active customers should increase MAU and GMV.

Impact

MVP launching helped to drive $2X million GMV.

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