DoorDash's Notification Hub: Centralized Engagement and Growth

 

Role

Product Design Lead

Company

DoorDash, United States

Project Vision

As the Product Design Lead in 2023, I led the transformation of the Notification Hub at DoorDash. Our mission was to revolutionize how we connect with customers by providing them with timely, relevant, and personalized information, thus enhancing their DoorDash experience.

The Notifications Hub: Our North Star

Customer-Centric Design:

  • Research Insights: Customers expressed a need for a central location to view and manage notifications, including those they might have missed or wished to revisit.

  • The Hub's Role: Acting as a persistent in-app feature, the Notifications Hub meets this need by providing a lasting space for customers to access relevant notifications, even after they've disappeared from other channels like push notifications.

Reaching the Unreachable Customers:

  • Expanding Reach: With 32% of DoorDash visitors not opted into push notifications, the Notifications Hub serves as a vital tool to engage these customers within the product itself, regardless of their notification preferences.

Tailored Content:

  • Customer Expectations: Based on research and data analysis, the Hub is designed to cater to specific customer needs, including:

  • Timely Personal Updates: Essential updates aligned with the customer's immediate intentions, such as order tracking or payment expiration warnings.

  • Affordability and Savings: Offers and insights on cost-saving opportunities, focusing on both DoorDash and merchant-funded deals.

  • Discovery of New Options: Highly personalized recommendations from new merchants, items, or verticals, emphasizing the introduction of local restaurants and small businesses.

Building a User-Centric Hub

The Notification Hub at DoorDash is more than just an app feature; it's a strategic development aimed at enhancing user engagement and convenience. Built based on customer feedback, it stands to streamline the app experience, making it easier and more intuitive for users to interact with DoorDash.

Full case study

More details in the full case study (Confidential)