CURRENTLY, USERS ARE UNAWARE OF THEIR DOORDASH VIP STATUS
BUT WHEN MADE AWARE, THEY ARE DISSATISFIED WITH THE BENEFITS.
Initial user research showed users seek greater VIP status transparency, easier access, and more lasting benefits. College students emerged as a lucrative segment due to their busy lifestyles, generous tipping habits, and high recent order rates.
DASH REWARDS
From Hungry to Loyal!
HOW DOES IT WORK?
Dash Rewards employs extended evaluation periods, transparent user status, and distinct benefits for each loyalty level. Using points to quantify loyalty empowers users and increases customer lifetime value. Combining tangible perks, like monetary rewards and discounts, with intangible benefits such as analytics and fun interface features creates a unique and valued customer experience.
READ OUR WHITE PAPER HERE!
Dash Rewards Prototype.
TIERED LOYALTY SYSTEM
A tiered loyalty system offers benefits across user levels and extends the "reset" period from one day to one month for longer-term benefits.
NON-MONETARY REWARDS
Client emphasis on ROI, paired with research on the benefits of non-monetary incentives drove the development of non-monetary rewards for lower loyalty tiers.
DASH ANALYTICS
Dash Analytics allows users to track and view their data, increasing transparency and allowing users to view their ordering habits!
Users can view their analytics for one month, one year, or choose their own category.
Dash Badges allow users to show off their taste and get rewarded for ordering what they love! Unlock new badges for additional points and unique rewards.
For Every new Badge:
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10 bonus points
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In-app credit or discount towards next order of the same type
For every new category:
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Bonus points
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Unlock new categories and badges
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50% off their next non-badge wualifying order!
DASH BADGES
DASH FOR GOOD
Dash For Good partners with local food banks and non-profits, allowing users to donate directly or round up their in-app orders to support their chosen organization.
DOORDASH USED OUR DESIGNS!
After we proposed a banner scroll element in the interface, DoorDash chose to use our design within their app. DoorDash also implemented our rewards system in-app.
Our Figma Prototype.
DoorDash interface.
Additionally, DoorDash chose to implement elements of our rewards system into their interface - renaming it "Store Rewards." Just like our design, users can gain points through ordering and use them to get monetary and non-monetary perks.
DoorDash interfaces 2023.
MY RESPONSIBILITIES
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Initial research.
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Facilitate interviews with 15 participants.
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Analize DoorDash data.
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Facilitate interface testing with users.
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Use Figma to create wireframes along side one teammate.
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Use Figma to create final high fidelity prototype along side one teammate.
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Pitch presentation with group.
PROCESS
INITIAL USER RESEARCH
Preliminary research revealed that users want increased transparency about factors that determine status and wish it was easier to become VIP. Participants also expressed frustration with the daily-reset and a desire for longer-term benefits. Key perks included free food delivery, discounts, and faster delivery.
PROTOTYPING
I worked alongside one teammate to create the first prototype wireframes of Dash Rewards.
USER INTERFACE TESTING
Interface testing was conducted with 10 participants of varying user habits. We tested two key hypotheses:
Implementing a tier-based reward system on DoorDash would encourage more frequent ordering on a monthly basis while still appropriately rewarding the most loyal app users.
#1:
#2:
A tier-based reward system would encourage users to choose DoorDash over other food delivery apps, increasing the customer base and customer loyalty of the app.
KEY INSIGHTS
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70% agreed a tiered rewards system would increase their loyalty to DoorDash over other apps.
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Existing users of all tiers were excited by dash rewards.
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Dash Rewards Incentivizes users and Non-Users.
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50% said earning points would encourage them to place more orders weekly. 20% were neutral because they already ordered 4+ times a week.
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Points boost order frequency and create a sense of achievement.
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Monetary and non-monetary rewards are incentives.
FINAL PROTOTYPE
Applied feedback and worked with one teammate to make the final interactive prototype of Dash Rewards on Figma.