Define success metrics for Drive serving consumers at global scale

Problem Statement Description

Product context: DoorDash is a local commerce and delivery platform; its products include restaurant delivery, DashPass, grocery and retail delivery, merchant tools, and dasher tools.

DoorDash Drive enables merchants and partners to offer delivery to their own consumers, using DoorDash’s logistics network to fulfill the order. In this scenario, the consumer may not start in the DoorDash app; they might order from a restaurant, grocery, retail, or enterprise partner’s website or app, then rely on DoorDash for delivery tracking, handoff, issue resolution, and overall fulfillment quality.

Your task is to define what “success” means for Drive when serving consumers at global scale. The focus is on building a metrics framework that helps DoorDash understand whether consumers are receiving a reliable, trustworthy, and high-quality delivery experience while also accounting for marketplace health, merchant expectations, Dasher experience, and sustainable economics.

Because Drive operates across countries, merchant types, delivery categories, and partner integrations, the metrics should be useful for both executive-level evaluation and operational diagnosis. Consider how metrics would be instrumented when consumer touchpoints may live partly outside DoorDash-owned surfaces.

The metric framework should consider:

- Clear definition of the consumer journey, from partner checkout through delivery completion and post-delivery support.

- Primary success metric definition, including numerator, denominator, time window, and why it reflects consumer success.

- Supporting metrics that capture delivery reliability, transparency, issue resolution, and consumer trust.

- Cohorts and cuts by geography, merchant type, category, order size, delivery distance, fulfillment model, and partner integration quality.

- Instrumentation challenges when order creation, tracking, notifications, and support may span merchant-owned and DoorDash-owned systems.

- Guardrail metrics for merchant ROI, Dasher earnings and experience, marketplace balance, cancellations, refunds, and unit economics.

- How the metrics would help teams make decisions about product improvements, operational interventions, partner quality, and market expansion.

- Potential risks of optimizing one metric at the expense of another, especially across different global markets and delivery categories.

The goal is to produce a metrics structure that can guide DoorDash in evaluating and improving Drive’s consumer experience globally, while recognizing that success depends on reliability for consumers, value for merchants, healthy supply for Dashers, and scalable economics for the marketplace.