Empowering DoorDash's early customers
When I joined DoorDash the only way for customers to change an order was to call Support. As the company grew from four to 22 markets in less than a year, support costs were quickly becoming unsustainable.
Data showed most customer support costs were for simple tasks like editing items or changing addresses. We also noticed the page customers used to track their order status was more viewed than the DoorDash homepage. Given these insights, I led the team's three-tiered approach:
Customers were clamoring to make changes to their own orders, and enabling them would cut our support costs. Updating the Order Status in real-time would keep customers informed and reduce anxiety.
The Order Status page had 300% more views than orders, making it the most visible place to add new support capabilities. Improving discoverability of the New Order page helped us account for different mental models of where customers thought to go for help.
Multiple order statuses that updated frequently throughout the delivery improved customer confidence and reduced support contacts.
Requests through the old support site dropped to zero almost immediately, confirming the Order Status page was an intuitive place for users to get help. Letting customers fix their own issues eliminated a huge burden to our support team.
As an immediate next step, we also adjusted internal tools so agents could resolve tricky issues like refunds with a single click. This reduced the time it took to close tickets while gathering data that could inform future automation.
Two years later...
Real-time order statuses are still the foundation of the DoorDash order experience. Robust self-help functionality lets customers adjust their orders, and a map shows the delivery's location in real-time.