Menu Manager: optimizations to drive merchant growth

Optimizations to merchant tools

At DoorDash, I focused on Menu Manager — the merchant-facing tool for editing menus on the platform. These are three highlights from that work: a redesign I took over mid-flight, a photo uploader I designed end-to-end on web and mobile, and a research-driven proposal for what came next.

Menu Manager redesign

Merchants were dissatisfied with the menu-editing experience — it was inefficient and frustrating, blocking them from reaching their full potential. I took over the design role mid-redesign, focusing on dev support (specs, edge case coverage, QA, usability), concept testing, and monitoring feedback channels. After launching to 100% of merchants in Q4:

• Self-serve menu edits: +6.4%
• Merchant satisfaction: 3.5/5 (no baseline for comparison)
• Menu-related support tickets: −30%
• Menu conversion: held flat (+0.2%)

Photo Uploader

Photos are a top driver of menu conversion on DoorDash. I redesigned the photo uploader experience on web and mobile, including an industry-first mobile uploader. After launching to 100% of merchants in Q3:

• Sales from items with photos: 86%
• Photo uploads: +2.5% (driving +$5M annual GMV)
• Mobile photo approval rate: 84% (vs. 77% overall)

Setting the vision for future improvements

Despite the wins, merchant feedback continued to surface persistent pain managing large and complex menus. I partnered with a researcher to test new concepts and consulted Merchant Support. Two themes emerged: merchants needed easier menu navigation and more flexible, modular menu structures. I designed iterative improvements across three areas:

• Menu navigation: search, category filtering, collapse and expand, increased information density.
• Menu flexibility: in-line rearrangement of items and categories, easy moves between categories.
• Discoverability and reduced friction: in-line price and availability editing, surfacing actions hidden in "more" menus, reducing reliance on icons.