How would you increase the user engagement for Doordash?

Thank you for providing the context and instructions. I'll now address the question about increasing user engagement for DoorDash from the perspective of a seasoned VP of Product interviewing for a senior product leadership role. I'll structure my response according to the outlined steps and format.

Introduction

The challenge at hand is to increase user engagement for DoorDash, a leading food delivery platform. This task involves analyzing current user behavior, identifying growth opportunities, and implementing strategies to enhance user interaction and retention. I'll outline a comprehensive approach to tackle this challenge, focusing on key growth levers and measurable outcomes.

Step 1

Clarifying Questions (3 minutes)

• Based on the growth challenge described, I assume we're focusing on DoorDash's core food delivery service. Is this correct, or should we consider other verticals like grocery delivery?

Why it matters: Helps focus our growth strategies on the right product areas. Expected answer: Yes, primarily focusing on the core food delivery service. Impact on approach: Would tailor engagement strategies specifically for food delivery users.

• Are we looking at a specific timeframe for increasing engagement, such as short-term quick wins or long-term sustainable growth?

Why it matters: Influences the balance between immediate tactics and strategic initiatives. Expected answer: A mix of both, with emphasis on sustainable long-term growth. Impact on approach: Would develop a tiered strategy with both immediate actions and long-term plans.

• Can you share any specific engagement metrics that DoorDash is currently struggling with, such as order frequency, user retention, or app usage time?

Why it matters: Helps pinpoint the most critical areas for improvement. Expected answer: Order frequency and 30-day retention rates are below target. Impact on approach: Would prioritize strategies that directly impact these metrics.

• Are there any geographic or demographic segments where engagement is particularly low or high?

Why it matters: Allows for targeted strategies and potential expansion of successful approaches. Expected answer: Engagement is lower in suburban areas and among older demographics. Impact on approach: Would tailor engagement strategies for these specific segments.

• Has DoorDash recently introduced any new features or services that haven't gained the expected traction?

Why it matters: Identifies potential areas for optimization or re-evaluation. Expected answer: A new loyalty program hasn't seen the expected adoption rates. Impact on approach: Would include strategies to boost adoption of existing features.