Created an innovative ad formats and built a scalable ad formats system
Problem
Customers find Instacart's shopping experience boring and repetitive, while advertisers struggle to effectively showcase their brand value.
Solution
Create new formats with a user-centered experience to achieve better advertiser value
Impact
Launched 8 new ad formats enhancing the customer shopping experience and increasing customer engagement. This work won strategic accounts like P&G, Kraft Heinz, and Pepsi. Grew sales and ad revenue.
The Perfect Introduction to a new brand
Role
As a solo Product Designer on the team:
Fueled product vision, strategy, and design across web and mobile
Analyzed customer data and insights to inform product design
Guided Pilot testing in collaboration with the product team
Designed user-centered solution that generated positive results
Created new marketing design concepts to connect brands with customers
Collaboration
Part of the great team of:
Business
Advertisers
Marketing
Product
Design
Research
Data Science
Engineering
Design Process
Workshops
Organized engaging workshops to promote a user-centered approach in product development. These sessions facilitated collaboration, alignment, and rapid prototyping while empowering team members to actively contribute to decision-making.
Product Strategy
Aligned the team on a framework that balances the needs of multiple stakeholders, establishing a shared understanding and clear direction for the product development process. This enabled the team to make informed decisions, prioritize features and functionalities, and allocate resources effectively.
Research
Collaborated with the research team to analyze customer and advertiser needs, addressing pain points. Partnered with data science for in-depth analysis of conversion rates, click-through engagement, and product discovery. Leveraged research and data insights to design new formats that seamlessly integrate into the customer's shopping journey, fostering brand discovery and building long-lasting trust in our platform.
Customer Journey
Created visual representations of the customer journey, emphasizing the touchpoints where customers transition into the ready-for-discovery, consideration, and conversion stages that are critical for advertisers.
Designed and successfully launched 8 new ad formats across Web and Native
Shoppable display
Problem:
Instacart's shopping experience was boring and repetitive in 2021, while advertisers had difficulty showcasing their brand value.
Solution:
The introduction of a shoppable display improved the shopping experience by allowing customers to shop seamlessly a more enjoyable.
Impact:
The format resulted in significant improvements in various metrics during pilots conducted between 2021 and 2023 and was added to Instacart Ads portfolio after the first pilot in May 2021.
Video display
Problem:
Static ads may not create a strong emotional connection, reducing memorability and purchase confidence.
Solution:
Shoppable video brings stories to life, allowing advertisers to engage customers and create an immersive shopping experience.
Impact:
Following a successful pilot Instacart decided to include Video display in their ad portfolio in early 2022. Video display continues to be a major contributor to Instacart's ad revenue
Stock up and Save
Problem:
Delivery promotions are inflexible and hard to discover, making it difficult for advertisers and consumers to offer and redeem value.
Solution:
Introduce "Stock Up & Save," a flexible basket-building promotions format that offers discounts at different stages of the shopping journey to increase purchases and customer basket sizes.
Impact:
Stock Up & Save generated significantly more redemptions, revenue, and gross merchandise value per user compared to Delivery Promotions. 4.5X more consumers were redeeming the offer.
Multi-Unit promotion
Multi-Unit Promotion
Problem:
Static ads may not create a strong emotional connection, reducing memorability and purchase confidence.
Solution:
Enhance discoverability and incentivize product exploration by introducing a new promotional experience with savings unlocked when purchasing a specified number of eligible items.
Impact:
The "Buy X, Save $Y" offer type provided a new way to unlock budgets and increase ad revenue.
Click coupon
Problem:
Clip coupons have a low conversion rate, resulting in missed savings for customers and Instacart, with approximately 60% of coupons remaining unclipped.
Solution:
Reinvent the coupon experience with a more personalized and user-friendly redemption process.
Impact:
The reinvented coupon experience can lead to improved customer savings, enhanced brand perception, and increased advertiser investment.
Stock up and save
Temporary Price Reduction
Clip coupon
Multi-Unit promotion
Promotions Stacking
Problem:
Scattered promotions make it hard for customers to navigate and take advantage of offers.
Solution:
Consolidating promotions simplifies the experience and helps customers redeem maximum savings on eligible items.
Impact:
Consolidating promotions drove significant savings and won strategic accounts like P&G and Kraft Heinz, showcasing the value and effectiveness of the approach.
Freebies
Last year, we embarked on a thrilling journey to develop an exciting new ad format called Freebies. We launched an MVP today to validate our end-to-end solution and measure success through growing demand from advertisers and customers.
As we gather customer insights, we are working on defining the next steps and optimizing our cost model for an even more rewarding experience.
Impact
Transformed ads into valuable tools that seamlessly merged with the customer journey, ensuring they were helpful assets rather than distractions. Enhanced Instacart's shopping experience by seamlessly integrating ads into the customer journey across Web and Native platforms, increasing customer and advertiser loyalty, trust, and engagement.