Product design question
How would you increase the user engagement for Doordash?
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What this question tests
Growth and engagement strategy for a delivery marketplace, checking whether you can name a specific lever tied to ordering frequency rather than a generic engagement idea.
How to approach it
- Clarify what engagement means here: order frequency and app session frequency, since delivery apps don't have the same daily-visit habit as social apps.
- Identify the core engagement lever: habitual ordering is driven by trust in delivery reliability and perceived value, not novelty features.
- Prioritize a loyalty or subscription mechanism over gamification, since subscription models like a delivery pass have proven effective at increasing order frequency in this category.
- Propose a feature: a tiered loyalty program rewarding frequent orderers with perks like free delivery thresholds or early access to new restaurant partners.
- Address a secondary lever: personalized reordering, surfacing a user's frequent past orders prominently to reduce friction for repeat purchases.
- Define success as increased average orders per active user per month and reduced time between orders for engaged users.
What a strong answer includes
- Names order frequency, not passive app opens, as the correct engagement metric for a delivery marketplace, showing category-appropriate thinking.
- Proposes a subscription or loyalty mechanism, a proven lever in this specific category, rather than generic gamification badges.
- Adds a friction-reduction lever, personalized reordering, addressing habit formation directly rather than only incentives.
Common mistakes
- Proposing generic engagement tactics like badges or streaks that don't map well to a transactional delivery marketplace.
- Measuring engagement with app opens or session length instead of the metric that actually matters, order frequency.
Likely follow-up questions
- How would you price a loyalty or subscription tier to protect delivery margins?
- How would you measure if reordering suggestions are cannibalizing restaurant discovery?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 4: Discovery and strategy for AI products
- Chapter 7: AI UX and human oversight: design for a system that is wrong sometimes
- Chapter 14: Get the job: the AI PM interview loop