I moved to the Customer Growth team to fill the role of a Senior Product Designer who had just left. I paired with PMs on a handful of initiatives that led to an increase in GMV.
Post-Checkout Carousel
Teams across Instacart were fighting to upsell their products post checkout. Our goal was to create a an experience where users could browse through multiple offerings.
Outcome
34% more referrals sent
65% more express trials
530% increase in CPG ads
Express Post-Checkout Clock
I teamed with the PM to come up with a creative top-of-funnel play for Instacart Express. What if, instead of bombarding users with express trials at checkout, we simply offered money back after they placed the order?
Outcome
Generating ~300+ Instacart Express memberships per week
Express New User Experience
New users often don’t know that they can try Express free for 14 days. The goal was to increase signs ups by elevating this information
Outcome
20% increase in trials
Help Center Redesign
Despite having robust help content, we were getting an influx of phone calls surrounding 2 major issues: Instacart Express and Order-related issues. The goal was to help users solve their issues autonomously, in an effort to reduce help center calls.
Outcome
50% drop in calls
App Downloads
Instacart’s app provides a better user experience than the mobile web site. Our goal was to encourage users to download the app. We tested 3 variants with differing propositions
Outcome
75% lift in mobile downloads (2,000 per week)
Personalized Onboarding
While Instacart is a very functional product, it looks the same for every new user. Our goal was to increase activations by creating a personalized experience for new users
Outcome
6% increase in activations
SEO : Locations Page
The old locations page was litter of links which was a problem because location-based grocery delivery searches is one of the most popular ways people find Instacart (e.g. grocery delivery in Atlanta, GA). The goal of this project was to improve the experience and increase the number of signups generated from this page.
Outcome
Generating ~500+ signups per week
SEO : Departments and Aisle Pages
The department and aisle pages offered very little information, followed by pills, which were links. This was a problem because item-based grocery delivery searches are the most common way users find Instacart (e.g. Pita chips at Safeway). The goal of this project was to improve the experience and increase the number of signups generated from this page.
Outcome
Department level pages: 122 signups and 10 activations per week
Aisle level pages: 1003 signups and 27 activations per week