DoorDash Executive Dashboard: Picking and Organizing the Metrics the CEO Needs

You are a product manager at DoorDash, and the CEO wants a dashboard built for them. Design it. Explain what the CEO will use it for, which metrics belong on it and why, how the information is organized so that problems stand out, and how you would know the dashboard is doing its job. ```hint Start from the decisions, not the data DoorDash has far more metrics than one screen can hold. List the few recurring decisions and questions the CEO actually faces about consumers, Dashers, merchants and the financials, and keep only the metrics that would change one of those decisions. ``` ### Clarifying Questions - Will the CEO use it for a quick daily check on a phone, for weekly business reviews with the leadership team, or to prepare for board meetings and earnings? - Should it cover only the core restaurant delivery marketplace, or also newer lines such as grocery and retail, delivery fulfilled for merchants' own channels, advertising and international markets? - Does the CEO want near-real-time operational signals, such as a spike in late orders during a storm or an outage, or only reconciled daily and weekly figures? - Is it strictly for the CEO, or will the rest of the executive team work from the same view? ### What a Strong Answer Covers - A clear purpose for the dashboard, tied to the specific decisions the CEO makes - A small set of headline metrics with a rationale, covering all three sides of DoorDash's marketplace plus financial health - Organization from summary to drill-down, with comparisons against plan and prior year, anomaly flags and data freshness - Prioritization of what ships first, and how you would measure whether the dashboard is actually used and trusted - Risks such as metric overload, conflicting definitions, stale data, and teams gaming the metrics that the CEO watches ### Follow-up Questions - Average delivery time improves on the dashboard while customer complaints rise. How should the dashboard have caught that? - The CEO asks for a single number to check every morning. Which one do you give, and what does it hide? - How would the dashboard change if DoorDash's top priority for the year shifted from growth to profitability?