DoorDash, 2021
Package pickup
Discovery, Research, Requirements, Design, Support Through Launch
I was the lead designer on this New Verticals 0-to-1 feature, start to finish: discovery, research, requirements, design, testing, and support through launch.
The build.
Instead of food, Dashers picked up packages from people's homes and dropped them at the nearest shipping spot. It touched both sides of the marketplace, the Dasher and Consumer apps, so a lot of teams were in the mix. I owned the design and made the calls on where to hold a quality bar and where to move fast. We hit 8% conversion and delivered over 80,000 packages in Q2 as it rolled out nationwide.
What moved the needle.
After launching an MVP in three small markets, I iterated with real Dasher and customer feedback. The biggest wins came from adding QR codes, setting clearer time expectations, and reworking the receipt flow so people actually trusted it, and together those moved conversion meaningfully. I also owned the product's visual assets and branding.
Impact
+8% conversion
80K+ packages handled