DoorDash Notifications
AI powered notifications crafted by hands
DoorDash Notifications deliver smart, personalized contents to customers based on key signals such as shopping activity, time of day, and browsing behavior. As the design lead, I oversee cross-company use cases, curate high-value information, and drive industry-first innovations in notification design.
Company
DoorDash
Role
Design lead
Industry
Consumer
Year
2023-2025
Customer problems
As a customer, I don't want to miss important order updates and deals. I want to get inspired for my next order. At the same time, I don't want to receive overwhelming and irrelevant notifications.
Challenges
In a growth-focused environment where metrics often take center stage, I advocate for high design standards—from the content we deliver to how messages are visually presented. I strive to strike the right balance between delivering value and avoiding user fatigue, while collaborating with 10+ cross-functional teams across the company.
Objectives
Every Notification Hub user has the right amount of timely, relevant, and fresh content that adds value to their DoorDash Journey. The goal is to balance the notifications we are sending to customers & driving business growth.
Impact
Notification hub as the most impactful growth channel at DoorDash. Increased click through rate from 9% to 15%. We drove $1XX M GMV in 2023 and $3XX M GMV in 2024.
Customer problems
As a customer, I don't want to miss important order updates and deals. I want to get inspired for my next order. At the same time, I don't want to receive overwhelming and irrelevant notifications.
Challenges
In a growth-focused environment where metrics often take center stage, I advocate for high design standards—from the content we deliver to how messages are visually presented. I strive to strike the right balance between delivering value and avoiding user fatigue, while collaborating with 10+ cross-functional teams across the company.
Objectives
Every Notification Hub user has the right amount of timely, relevant, and fresh content that adds value to their DoorDash Journey. The goal is to balance the notifications we are sending to customers & driving business growth.
Impact
Notification hub as the most impactful growth channel at DoorDash. Increased click through rate from 9% to 15%. We drove $1XX M GMV in 2023 and $3XX M GMV in 2024.
Customer problems
As a customer, I don't want to miss important order updates and deals. I want to get inspired for my next order. At the same time, I don't want to receive overwhelming and irrelevant notifications.
Challenges
In a growth-focused environment where metrics often take center stage, I advocate for high design standards—from the content we deliver to how messages are visually presented. I strive to strike the right balance between delivering value and avoiding user fatigue, while collaborating with 10+ cross-functional teams across the company.
Objectives
Every Notification Hub user has the right amount of timely, relevant, and fresh content that adds value to their DoorDash Journey. The goal is to balance the notifications we are sending to customers & driving business growth.
Impact
Notification hub as the most impactful growth channel at DoorDash. Increased click through rate from 9% to 15%. We drove $1XX M GMV in 2023 and $3XX M GMV in 2024.
