User Problem: Many Merchants struggled to create awareness of their 1p site’s offering of delivery with DoorDash (via Drive), delivery promos, and limited time offers. These Mx didn’t have the time or technical expertise to focus on this growth channel.
Business Problem: We conducted an ops test to assist Mx in creating awareness of these offerings and utilized an increase in order volume as our key success metric. In our Ops test, we A/B tested (based on market research & competitive audits) comms outlets, 1P website banners and web widgets. We found that web widgets increased order volume the most for the selected ENT & SMB segments. However, launching a web widget was an extremely manual, time consuming, unscalable process. Productizing this would save ~30hours a week for technical contractors and ~20 hours a week for DoorDash Ops to execute.
Our Solution: We launched a self-serve tool that allows Merchants to launch 1 custom web widget to their 1p site. We saw a 30% increase in order volume, 85% retention rate of Mx who created a widget, and a 90% decrease in Ops time to assist launching a widget.
