Improve gifting discoverability
DoorDash, Inc. is a pioneering American company at the forefront of the online food ordering and food delivery industry. DoorDash launched the ‘Gift a Meal’ feature in 2020, The primary goal of this project is to make gifting more discoverable during Customer’s shopping journey.
Project timeline: Sept 2021 to Nov 2021
The product
Context
Gifting through DoorDash is a delicious way to send gifts this holiday season!!
The holidays are a time to connect with loved ones, celebrate family traditions, and give back to those around you. While that’s going to look a little bit different this year, DoorDash wants to help keep those traditions alive, savor the flavor of the holidays, and treat the ones you love near and far with our New Gifting Feature.
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Whether you’re looking for a unique holiday present, a birthday gift, or simply want to show friends and family that you’re thinking of them no matter how far apart you are, DoorDash and Caviar now offer a new way for you to give delicious gifts to loved ones this holiday season and beyond.
The problem
Currently, customers can't add gift details until they reach the checkout page, but many want to do so earlier in the process. This leads to about 50% of past gifters not utilizing the gifting feature. We aim to enhance the gifting experience, reduce customer 'hacks,' and improve the experience for both gifters and recipients. Without using the gifting feature, customers miss out on customizing their gift and have to coordinate with the Dasher for delivery.
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
Me + Product Manager
Sr. UX Designer
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Project scope
Mobile, web, responsive
Deliverables
High-fidelity mockups and prototypes
User research summery
Customers are not using the gifting feature because of two main reasons:
1. No awareness: Customers don’t know that DoorDash supports gifting and therefore don’t use it
a. Based on a user survey to active L90 day Cx, 50% of active users are not aware of gifting. Of Customers who are not aware, ~5% are “hacking” gifting without the feature.
2. Low discoverability: Of the active Customers who reported that they are aware of the gifting feature, ~4% have sent a gift on DoorDash but did not use the feature.
a. On average, customers gift 3 times/year and can easily forget how to use the feature or remember where it is. The key reasons for why customers are not using gifting are as follows:
i. ~60% forget to use the send as a gift button during checkout.
User flow
Solution approaches
Solutions for improving gifting awareness
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Educational banner within the gift store.
Solutions for improving the discoverability of gifting feature
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Call attention to the gifting feature at checkout when customers order through gift collection (e.g., add tag next to feature)
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Introduce virtual cards within the gift store. If customers select a card, auto-surface the gifting screen when customers continue to cart.
Solutions for making gifting less effort
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Break up the gifting steps and embed it within the customer purchase journey
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Save recipient details for easier future gifting
Proposed designs
Introduction to gifting feature for first time users
DoorDash homepage
3 entry points for gifting flows
Entry point for gifting page: 1
After user click on digital card or gift icon
Store page after adding gifting details
Success metrics
Primary:
Increase gift order rate by 1%
Secondary:
Increase gift order conversion from gift stores from 4% to 5%
Increase % of gift orders from gift stores by 25% relative from 40% to 50%
Increase % of gift orders from homepage gift carousels by 20% from 5% to 6%
Deliverables
In total, based on survey results, we estimate that ~5% of active Cx are checking out gift orders without using the gifting feature.
By improving the visibility of the gifting feature, we can drive
600,000 incremental gift deliveries annually.
I'm willing to talk more in an interview