DasherDirect | Rohan Ux

DasherDirect card management flows

DasherDirect is DoorDash’s prepaid debit card product that allows Dashers to access their earnings instantly after every shift and receive benefits like 2% cashback on gas.

Project timeline: Feb 2023 to present

The product

DoorDash, Inc. is a pioneering American company at the forefront of the online food ordering and food delivery industry. Headquartered in the vibrant tech hub of San Francisco, California, this innovative firm has firmly established itself as the undisputed leader in its field. 

With a market share of 65 percent, DoorDash dominated the online food delivery market in the United States as of February 2023. Meanwhile, Uber Eats held the second-highest share with 23 percent. In 2021, DoorDash was the most used food delivery service in San Francisco.  

Not stopping there, DoorDash also commands an impressive 60% market share in the convenience delivery category, further solidifying its dominance in the realm of on-demand services. In 2022 alone, DoorDash boasted a user base of 32 million active users, with a remarkable increase of seven million new users added in just the past 12 months.

Context

DasherDirect is DoorDash’s prepaid debit card product that allows Dashers to access their earnings instantly after every shift and receive benefits like 2% cash back on gas. Today, ~48% of Dashers use DasherDirect every week and have 6% higher working hours than non-DasherDirect users.

Dashers can apply for the DasherDirect card directly within the Dasher app. Once approved, they have immediate access to a virtual card but must download a separate DasherDirect app to access it. The virtual card is auto-activated and allows them to start receiving card benefits, instant access to earnings, an option to add to their mobile wallet, and view card details.

Dashers are limited to using their virtual card until their physical DasherDirect card arrives up to 14 days later. Once a Dasher receives their physical card, they must have the DasherDirect app to activate their card and start using it to receive their earnings.

Step-by-step breakdown of card activation:

The problem

As a Dasher who just applied to DasherDirect, I miss out on instant access to earnings and cashback on gas by not activating my card.

The goal

As Gift Store already includes educational features around gifting, the primary goal of this brief is to make gifting more discoverable during Customer’s shopping journey.

Primary:
Make gifting more discoverable when customers are shopping through a gift collection, carousel, or gift store

Secondary:
Increase awareness of the gifting feature among people who are trying to gift

My role

User Interface Designer
User Experience Designer

Total team members

Product Manager
1 Sr. UX Designer

Project scope

Mobile

Deliverables

High-fidelity mockups and prototypes

Why we focused on card management?

Dasher Insights

24% of Dashers are unaware that they need a separate app or that they need to activate their card
23% of Dashers haven’t received their card in the mail
17% of Dashers don’t have time to activate their physical card
17% of Dashers are unaware of their virtual card

Solution approaches

Bring in DasherDirect card management flows into the Dasher app

Why is this good for DoorDash?

Increase DasherDirect MAU(Monthly active users). Through a frictionless card setup experience, we can capture more Dashers who have already applied to DasherDirect but dropped out of our funnel and thus, increase DasherDirect MAU. Increasing DasherDirect MAU leads to positive outcomes on Dashing behavior, including incremental hours due to receiving earnings instantly (+6% in Dasher working hours), fewer Dasher churning, and a higher resurrection rate.
Increase DasherDirect interchange revenue. Dashers tend to spend more once they’ve activated the physical card. By getting more Dashers to card activation, we will likely see higher interchange revenue for DoorDash.
Less reliability on third-party partners. By starting to bring in the DasherDirect experience in-house, we get more control over the experience. Payfare, our third-party partner, has had consistent tech reliability issues in the past, so by bringing these flows into the app we can ensure a positive experience for DasherDirect users without having to rely on Payfare or any other third party. With more connection to the DasherDirect experience, it will make it easier to test future Dasher incentives via DasherDirect and improve visibility on these tests as well.

Why is this good for dashers (Delivery boy)?

Frictionless experience to receive instant access to earnings.

Dashers don’t need to download a separate app to start getting their earnings instantly and other card benefits. This reduces the importance of the secondary app and Dashers can download it at any point in the future to access DasherDirect rewards, ACH transfers, etc.

Improved Dasher education and clarity on card activation.

Dashers know exactly where and how to activate and manage their card, which is top of mind for Dashers as it pertains to how they receive their earnings.