DoorDash Marketing Communications
I designed email marketing campaigns for the three DoorDash audiences: Consumer, Dasher, and Merchant.
The idea: DoorDash serves as the consumer’s right-hand man. Dashers gain access to extra financial stability at their fingertips. Merchants grow their business through an accessible connection to people throughout their cities. Each campaign promotes brand loyalty, education, and clarity despite the differences in its specific look and feel. From creative strategy to pixel-perfect design, I drove the creation of desktop, mobile, and in-app banners from ideation through to development.
Where this was featured: email marketing, in the DoorDash app, and internal team communications.
Lead Creative: Lisa Leone. Design: Geno Olivera. Copywriters: Nora Allen and Payton Pepper. Illustration and imagery: DoorDash internal team.
Year in Review Animation
Competitor Review
Throughout the creative process for DoorDash, we conducted in-depth competitor analyses of both direct and peripheral companies. Our research included evaluating competitor Dasher sign-up process, promotional email campaigns, and in-app experiences from brands such as Starbucks, Uber Eats, and GrubHub. These insights informed our strategic approach to enhancing click-through rates and user retention.
A key challenge of this project was ensuring the correct application of engagement strategies across different user groups. For instance, while consumers respond positively to gamification in emails and app interactions, merchants often find it cumbersome. Balancing these perspectives allowed us to craft a more effective and user-centric experience.
Consumer Marketing Emails
The consumer-facing emails leverage vibrant colors and engaging copy to highlight the brand’s authenticity and human connection. With countless promotional emails flooding inboxes, we focused on making ours stand out by emphasizing the app’s role as an essential, everyday companion. This was achieved through dynamic animations and thoughtful color choices that enhance engagement and brand recall.
Dasher Marketing Emails
The Dasher-facing emails strike a balance between engaging and direct communication. Since Dashers are constantly on the go, our messaging is designed to be clear, concise, and easily actionable. These emails prioritize essential information, ensuring Dashers can quickly access the details they need to succeed efficiently.
Merchant Marketing Emails
Our merchant-facing emails are designed to deliver critical updates and promotions that drive business success. Understanding that merchants are deeply focused on running their operations, these communications are clear, direct, and action-oriented. By incorporating icons, mockups, and UI GIFs, we ensure that key information is quickly digestible, enabling merchants to implement changes seamlessly and maximize growth.