DashStash Wallet
A sponsored project by DoorDash
A new punch card reward system that reinvents what customer loyalty looks like in the F&B industry.​
*Prototype confidential, available upon request
role
product designer
timeline
10 weeks, Spring 2023
tools
Figma,
Feedback Loop
team
Nicole Gunawan
background
As part of a 2-unit capstone called DSGN 395: Digital Product Development Studio, in which we walked through the full end-to-end product lifecycle for a client-sponsored project, I worked with DoorDash to redesign their existing VIP system.
problem
DoorDash's existing loyalty program was not well-received during beta testing.
Even though the top 10% of users were rewarded with more generous compensation for wrong orders, as well as reduced wait times when reaching out for assistance, those customers were not aware of these benefits, nor their status as "VIP".
​
​Additionally, the system received a lot of backlash when DoorDash did try to inform those top customers of their status, as users thought that "VIP" warranted better benefits than just quicker customer service. ​
solution
The DashStash Wallet is a re-imagined VIP system in which users can earn rewards from local businesses through cumulative orders.
The new program keeps operational costs for DoorDash low whilst driving user stickiness, measured by metrics such as retention, customer lifetime value (CLV), & repeat purchase rate (RPR).
final client presentation
learnings
Integrating design with contextual knowledge and product strategy.
Though I've undertaken projects in which I had to design completely new digital experiences (e.g. a new app), I've never worked with an established company to build upon pre-existing features. This was an interesting experience for me, as I had to take into account business goals (OKRs, KPIs) and the industry landscape for the first time when iterating upon wireframes -- ensuring that the product fulfills both company and user expectations.
read our white paper!
Delivering Loyalty to Food Apps: Leveraging User Behaviors to Make Food Delivery Customers Come Back for Seconds