Customers have created shared group orders on DoorDash’s website for years. This worked great for offices, but not for friends ordering together on the go. As more customers used our apps, mobile group orders became our most-requested consumer feature.

 
 
 

Approach

Food is meant to be shared, and we wanted DoorDash to be the first nationwide delivery app to let friends order together on their phones. From our web product we knew there were two types of users: group order Creators and the Participants they invite.

 
 
 

Giving control to Group Order Creators

Group orders require additional elements of control, including creating, sharing, and managing the order.

 
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Creating a Group Order

It was foreseeable that some customers would come to DoorDash specifically to create a group order, while others would start adding items and invite friends later. To support both methods, we made it possible to create a group order upfront on the Menu page and on the Cart page after you've started adding items.

 

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Group Order Controls

There's not yet a way to split the bill with participants, so carts are tied to the Creator's credit card. The Creator can prevent an excessive bill by capping the amount each participant can spend.

In addition to adding price limits, I explored how additional Creator features like Auto Checkout and Scheduled Delivery Times could work. The ability to close carts and have deliveries arrive at specific times seemed less necessary for the average person, and was held for a later version.

 
 
 
Different states and explorations for how ASAP/Scheduled deliveries could work with an Auto Checkout Time and Specified Delivery Time.

Different states and explorations for how ASAP/Scheduled deliveries could work with an Auto Checkout Time and Specified Delivery Time.

 
 
 

Sharing

Creators are prompted to share a group cart immediately after it's created. Group orders on mobile gave users the ability to share through a wider range of apps, including iMessage, Facebook Messenger, and Slack.

 

Manage Cart

Creators alone have the ability to place an order. Because Participants can share the cart with others, strangers could theoretically be invited to the cart. To reduce risk for Creators, they can remove items and individuals from the group order.

 
 
 

Striking the right balance for Group Order Participants

While group order creators are most-likely existing DoorDash customers, it's likely participants have never used DoorDash before. We wanted to give participants a great experience, while...

 
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Joining a Group Order

Group orders could be a great way to get customers to download the DoorDash app, we

 

felt it was a better experience for new customer

The participant's phone either opens directly to the

 
 
 
The mobile-web experience let non-DoorDash customers to order with their friends.

The mobile-web experience let non-DoorDash customers to order with their friends.

 
 
 

Keeping it Simple

If you're only participating in a cart, a whole suite of content and functionality is no longer necessary.

  • Eliminate Browse capabilities to prevent users creating multiple simultaneous carts.
  • Can add items (up to the limit) and manage their items in the cart
  • Can share
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Order tracking

...once it’s been placed

 
 
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Getting Help

Group orders are larger and more complicated. It's possible for something to go wrong. I've personally been part of a group cart where my food was left behind at the restaurant. Because I didn't create the order, there was little recourse.

Having experienced this myself, I advocated for letting participants to get help on their specific part of a group order. Some automated support—like Changing Address or Rescheduling the Order—were removed for participants to prevent disruptions to the entire order.

However, participants are able to Cancel or Adjust their order, and can request a refund directly if their food doesn't arrive.

We removed several key types of Support from the Participant experience.

We removed several key types of Support from the Participant experience.

 
 
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Results

DoorDash was the first nationwide app to offer mobile group orders. Even with minimal marketing, customers immediately discovered the feature and started using mobile group orders to order food with friends and coworkers.

 

Apple PRomotion

Bringing group orders to mobile gave us an opportunity to...

A group of designers

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