Increasing Group Order Feature Awareness and Adoption on DoorDash
Why almost nobody uses DoorDash's Group Order feature, and where to put it so they do
✳The problem they went after
DoorDash lets several people fill a shared cart and split one delivery, and roughly one in ten users knows it exists. The feature sits in a non-prominent spot inside the restaurant ordering flow, which is not where people are standing when they decide to eat together. The capability is built; the discovery is not.
✳What they actually did
Customer journey mapping was used to find the moments where a group order would occur to someone naturally, producing five candidate placements. An Impact versus Effort ranking put home page placement, as a banner or header icon, and a UI upgrade to the existing button at the top, both high on visibility and low on engineering cost. Listing Group Order as its own service on the Browse page rounds out the top three.
✳What you can take from it
Worth stealing
- Journey mapping used to locate natural discovery moments
- Impact versus Effort ranking across five placement options
- Link-sharing drop-off tracked as a funnel metric
- Guardrail protecting the standard individual ordering flow
Read this if
Sitting on a good feature that nobody knows about
The transferable bitA clean example of an awareness problem being diagnosed as an awareness problem rather than a feature gap. Nothing new gets built. The prioritisation also holds a line most people skip: a guardrail that the new placement must not disrupt ordinary single-person ordering, plus explicit handling of confusion with multi-cart orders.
✳The submission itself
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