CURRENTLY, USERS ARE UNAWARE OF THEIR DOORDASH VIP STATUS...
...BUT WHEN MADE AWARE, THEY ARE
DASH REWARDS
From Hungry to Loyal!
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 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.
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!
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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.
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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
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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 !
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.
DESIGN
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Create design style guide based on DoorDash guidelines.
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Use Figma to create wireframes along side one teammate.
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Iterate designs
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Use Figma to create final high fidelity prototype along side one teammate
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Approve final design with style guide.
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Pitch presentation with group.
RESEARCH
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Initial industry and competitor research.
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Analize DoorDash data.​
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Write interview questions for initial research.
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Facilitate interviews with 15 participants.
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Lead insight brainstorm.
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Write interview questions for non-monetary benefits research.
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Write interview questions for final user feedback.
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Oversee final user feedback interviews.
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Analyze data from final user feedback.
PROCESS
INITIAL USER RESEARCH
Initial research with users was a multiple choice and free response survey focused on demographic data, purchasing behavior, and sentiments about the current VIP program on DoorDash.
During our first "check in" with our PM from DoorDash, we shared our initial concept and prototype. They were concerned that only featuring monetary rewards (like discounts and free items) would be a negative ROI.
BACK TO USER RESEARCH
Based on our PM feedback, we decided that we needed to develop non-monetary perks for the rewards system. We went back to our initial user research group of 10 respondents and engaged in open-ended interviews to discover which non-monetary incentives may encourage them to use the app more frequently.
DEVELOPMENT OF FINAL PROTOTYPE
Applied feedback and worked with one teammate to make the final interactive prototype of Dash Rewards on Figma.
FINAL USER FEEDBACK
Interface testing was conducted with 10 participants of varying user habits, ensuring that we had a distribution of different hypothetical "tiers."
KEY HYPOTHESIS
Implementing a tier-based reward system would encourage more frequent ordering on a monthly basis.
A tier-based rewards system would encourage users to choose DoorDash over other food delivery apps.
THE SYSTEM
WOULD INCREASE PLATFORM LOYALTY
“I think if there is a monetary incentive, I would use it more. Like, even if it was like a 10% off, it was like order three things to get 10% off? I'd be way more likely to use [the app]. Like, it does not have to be big”
- Dedicated Non-Food
Delivery App User