DoorDash reveals value to users ahead of necessary friction
Food delivery apps can’t afford to frustrate new customers with too much friction along their customer journey, or they risk losing those customers to competitors. DoorDash avoids this by backloading its biggest point of friction to the very end of the user journey.
Someone using DoorDash for the first time will find options within the newly downloaded app for signing up or signing in. But DoorDash also includes an option for continuing as a guest. Hesitant users aren’t bogged down by filling out personal info before they’ve discovered the value of the product.
It isn’t until the new user views their cart to check out that DoorDash prompts them to “Sign Up to Check Out.” Studies show that as many as 11% of users will bail on a purchase if they are asked for too much information up front. DoorDash recognizes this potential pitfall and asks new (and hungry) users for payment information after they’ve had a chance to select and visualize their meal.
Why this is really good UX:
- DoorDash lets new customers browse select items for purchase without signing up for an account first. This gets customers excited about their food without experiencing too much friction along the way.
- DoorDash doesn’t ask for sign-up or payment information until the end of the transaction. It reveals the value of the app before subjecting the user to a necessary point of friction.