PC Optimum™ partnership integration with DoorDash

Looking to increase program value and reward its 4 million digitally engaged users with more ways to earn points, Canada's leading loyalty program PC Optimum™ partnered with DoorDash, one of the world’s leading local commerce platforms.

As a customer, the expectation is not only to be aware of an interesting partnership but also to easily locate and link both accounts to start earning base and bonus points effortlessly when placing orders.

To allow a consistent and seamless experience, the solution I proposed consists of building an onboarding experience that includes a screen with key partnership information and the button to initiate the linking process, which could be deeplinked from internal and external entry points, such as push notification and email marketing. Additionally, considering that PC Optimum™ already had an existing account-linking partner located in a non-intuitive corner of the app, I centralized both (and future) partners into a Partnerships hub for a consistent, accessible, and scalable experience.

The result: only 24 hours after launch, both PC Optimum™ and DoorDash registered an impressive number of 25,000 linked accounts, and a 20% increase in discoverability for the existing partnership–now centralized in a Partnership hub.

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Linked accounts in 3 months

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Linked accounts transactioned

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Increase in partner discoverability

Process

I joined this project at the end of November, 2024, as a product designer from the start of the product phase after a team restructure. The whole design process listed below (up until design delivery was completed) took approximately 3 months.

This was a highly collaborative project; in addition to working with the external DoorDash team, we also had internal teams making this partnership come true, including the Loyalty team, Account Domains team (PCid), and Loblaw Technology.

Research & analysis

I initiated the project by mapping the current experience for the existing account-linking partner, followed by a competitive analysis. From this, I proposed three initial approach levels:

  • Approach 1: minimal changes to current partner experience. This approach was not recommended from a UX standpoint due to potential comprehension issues, low visibility, and interface design consistency unless development timing is a pressing constraint.

  • Approach 2: punctual changes to current flow to increase visibility, and comprehension.

  • Approach 3: address partner visibility, comprehension and design consistency. This was my recommended approach.

This step was crucial for the team to understand the possibilities in terms of experiences, even if they require a higher development effort.

This step took one week.

Linking flows discussions

We worked closely with the DoorDash team to define, trace, and align on the main linking flow and different user flow scenarios. A few iterations were needed and several technical meetings until both teams landed on the best option in terms of user experience and feasibility.

This step took a total 9 weeks until a decision was made.

Entry points

Happening in parallel with the linking flow discussions with DoorDash above, I explored additional entry points for the experience, including promotional placements throughout the app. The key to make this experience seamless is to have the main entry point as a deeplink screen; that way, users can access the correct screen it even when coming from external communication.

Usability testing

After gaining definition on the steps above, with support from the UX Research team, I conducted 10 unmoderated usability tests with digitally engaged PC Optimum™ users to analyze the following hypothesis to validate the experience:

  • Users understand the partnership mechanics

  • Users can locate the entry point for linking.

  • The proposed approach level for the onboarding (low level of intrusiveness) is appropriate for the customer's interest in the partnership and business goals.

  • Test A) Users can locate, understand, see value in having a Partnerships hub, and successfully initiate the account linking and unlinking process.

  • Test B) Users can locate, understand, and successfully initiate the account linking and unlinking process.

Testing option B was a fall back option with reduced scope. Through testing, we successfully validated the hypothesis above, both A and B testing scenarios, and proceeded with our recommendation to leadership.

This step took 1 week, including results analysis and easy-to-read report.

Alignment meetings

After finalizing the end-to-end flow design, the project went through a series of alignment meetings, where I presented the end-to-end flow design internally, the recommended design proposal to leadership, stakeholders and steering committee, and final alignment with the DoorDash product team.

Development, testing and launch

Feasibility conversations were already initiated with the development team, with a final walkthrough with Q&As before initiating mobile and web dev-ready design files based on development priority. After a sprint, all design files were delivered, and desk check and QA support started.

In the first week of May, approximately one month before launch, all teams involved met at the DoorDash Toronto office for three days of intensive scenario testing and bug-bashing.

After 1 week of colleague testing prior to launch, the team successfully launched the PC Optimum™ DoorDash partnership to the public in June 16th, 2025.

Image source: DoorDash

“On June 16th, PC Optimum™ didn't just launch our partnership with DoorDash–we delivered one of the smoothest product releases Loblaw Digital has seen in years!”

Grégory Samba

Product Lead | Loblaw Digital | "props" channel