Home

DoorDash Marketplace Experiment

A Role-Aware Command Center for Marketplace Operations

My Role
Self-initiated DoorDash concept. Defined the experience, explored three dashboard models, and prototyped an action-first command center for marketplace operations.

Independent concept—unaffiliated with DoorDash. Data and scenarios are illustrative.

Problem

Marketplace teams work from the same data but need different signals. In one-size-fits-all reporting, urgent issues compete with reference metrics, slowing diagnosis and action.

How might a role-aware dashboard prioritize issues, explain their impact, and recommend the next step?

Discovery

I mapped the jobs of operations, merchant success, and finance users. One need cut across all three: move from monitoring metrics to resolving prioritized issues.

Minimal action-first dashboard concept

Priority + Action Operating System

Organizes work around urgent issues and next steps.

Decision brief dashboard concept

Decision Brief Dashboard

Connects each signal to its impact, cause, and decision.

Role-based mission control dashboard concept

Role-Based Mission Control

Adapts priorities to each team’s responsibilities.

The final direction combines prioritized issues with decision context, while keeping role-specific information secondary.

DoorDash dashboard shown across laptop and phone

What Changed.

  • Prioritized issues by urgency and impact instead of giving every metric equal weight.
  • Paired each issue with its impact, likely cause, owner, and recommended action.
  • Added a guided resolution flow that keeps users in context from signal to action.

Outcome: a working prototype that connects issue detection to resolution.

Prototype

Behind the Work

Who the dashboard was built for, and the AI-assisted workflow that built it

Personas and Jobs-to-Be-Done

Marketplace Operations Manager persona portrait

Marketplace Operations Manager

Balances demand, Dasher supply, and delivery reliability; needs prioritized breakdowns and clear root causes.

Merchant Success Manager persona portrait

Merchant Success Manager

Improves store performance; needs to identify merchants driving delays, refunds, cancellations, and missing items.

Growth, Promotions & Finance Analyst persona portrait

Growth, Promotions & Finance Analyst

Evaluates profitable growth; needs promotions and incentives connected to lift, margin, incrementality, and cost.

  1. Empathize

    I reviewed marketplace-operations context and mapped urgent decisions for three roles.

    AIStructured context, drafted hypotheses and surfaced questions—not user findings

  2. Define

    I framed one goal: put the day's highest-impact marketplace issues first.

    AIClustered role needs, exposed conflicts and drafted success criteria

  3. Ideate

    I explored action-first, decision-brief and role-based dashboard models in Figma.

    AIGenerated distinct flows, critiqued concepts and produced edge cases

  4. Prototype

    I built the chosen decision-brief dashboard in Claude Code from the Figma system.

    AIAdded realistic states and accelerated implementation and QA

  5. Test

    I reviewed the prototype against each role's job and documented what needs real-user testing.

    AICompared flows with the criteria and ranked the remaining gaps

  6. Implement

    I finished a production-minded prototype and validation plan—not a shipped product.

    AIDrafted acceptance criteria, annotations and QA cases

  • Tools
  • Figma + Code Connectdesign intent ↔ production components
  • Figma MCP + AI agentscontext, critique, implementation and QA

Signals become the next product decision

PayPal case study preview

PayPal

Ms. Sunshine App case study preview

Ms. Sunshine App