Redesign the mobile experience of DashPass for students

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 wants to improve the mobile DashPass experience for students, a segment with distinct routines, budgets, ordering occasions, and campus-specific constraints. Students may be deciding whether DashPass is worth paying for, trying to understand what benefits apply to their orders, coordinating meals around classes or late-night study sessions, or using DoorDash across food, grocery, convenience, and local merchants.

Your task is to redesign the mobile experience of DashPass for students. Focus on the end-to-end product experience inside the DoorDash app: discovery, eligibility or enrollment, benefit comprehension, ongoing usage, retention, and moments when the subscription may feel valuable or not valuable. Consider how student needs differ from broader DashPass members without assuming unlimited discounts or marketplace subsidies.

The redesign should account for DoorDash’s three-sided marketplace: consumers, merchants, and Dashers. A strong product design response should identify the most important student user problems, prioritize the experience gaps worth solving, and describe what the mobile product must support in a way that is useful, feasible, and aligned with DoorDash’s business.

The experience should consider:

- Student workflows such as ordering between classes, late-night meals, shared living situations, campus delivery logistics, grocery or convenience runs, and budget planning

- Friction in discovering DashPass, understanding savings, comparing membership value, verifying student eligibility, and knowing where benefits apply

- Differences across student segments, including commuters, dorm residents, graduate students, budget-conscious students, frequent group orderers, and occasional users

- Mobile UX touchpoints such as home feed, restaurant listings, checkout, subscription management, onboarding, notifications, and post-order experiences

- Marketplace constraints including delivery reliability, merchant economics, Dasher availability, campus access, peak demand periods, and order minimums

- Trust and clarity around fees, savings, renewals, cancellations, student status, and benefit limitations

- How the experience could encourage repeat usage without creating poor unit economics or degrading merchant and Dasher outcomes

The goal is to define a student-centered DashPass mobile experience that makes the value proposition clear, reduces friction in high-frequency student ordering moments, and supports sustainable engagement for DoorDash’s marketplace.