Building AI
Infra at Scale
How I built and shipped an internal tool that scaled push and in-app notification content across DoorDash — improving consistency, diversity, and impact at scale.
Scaling content without scaling headcount
DoorDash sends millions of push and in-app notifications every day. But as the growth team moved faster, a bottleneck emerged: content. Every notification needed to be written, reviewed, and approved — and that process didn't scale.
The result was repetitive copy, inconsistent voice, and missed opportunities to reach users with the right message at the right moment. The team needed a way to generate high-quality, on-brand notification content without a content designer in the loop for every single one.
Building the tool from the inside out
I didn't start with a product spec — I started with the content. What makes a great DoorDash notification? What are the patterns, the voice rules, the moments that work? I audited hundreds of notifications to find the signal in the noise.
Content audit & pattern mapping
Analyzed existing notification performance to identify what copy patterns drove engagement — and what didn't.
Voice & tone framework
Defined the rules: what DoorDash sounds like in a notification, how to handle urgency, personalization, and recovery.
Tool design & build
Partnered with engineering to design the generator — inputs, outputs, guardrails, and the human review layer.
Rollout & iteration
Shipped, measured, and kept refining based on content quality scores and downstream engagement data.
"The goal wasn't to replace content designers — it was to give them leverage."
5M more monthly active users — and a new way of working
The notification generator shipped and became a core part of how the growth team operated. It enabled the team to produce more content, more consistently, without sacrificing quality or voice.
The annualized impact was a 5M increase in monthly active users — driven by better-timed, better-written notifications that reached more users with more relevant content.
Beyond the numbers, it changed the way content design interacted with growth: instead of being a bottleneck, content became infrastructure.