I collaborate with designers, researchers, product managers, marketers, engineers, support agents, and other teams to create experiences that delight customers and help them get their jobs done.
Formerly at Mailchimp, Instacart, and Stark.
Deliverables I create: Content plans, copywriting, writers’ guides, interaction models, glossaries, tear downs, journey maps, IA diagrams, content audits, naming recommendations, user flows, content design templates
**Updated portfolio coming soon. Contact me to learn more about the impact of my work.
Instacart
Auto-order
Instacart’s Growth team hypothesized that giving customers the option to set up subscriptions for items they buy every week would increase platform retention and cart spend.
My biggest contributions to this project were leading the effort to name this feature and developing a writing guide for content creators across the company.
When customers use Instacart to do their weekly shopping, they have the option to Auto-order items they’ve added to their cart. They’ll also see whether they’ve already set up an Auto-order cadence for items in their cart.
The name would appear as a call-to-action next to selected items at specific points in the shopping experience, so it needed to be intuitive to shoppers.
I worked closely with UX Research and Product Design to conduct user testing.
Deliverables included:
Naming recommendation findings
Terms glossary
Writer’s guide
Gifting
During the pandemic, Instacart noticed a spike in customers sending grocery orders to friends and family across the US. We hypothesized that we could make this experience easier for customers and even give them a way to send more than groceries.
The Gifts hub was born, a dedicated space in the Instacart app and browser experience where customers could browse and buy gifts from various stores in a recipient’s zip code.
Main Page of Instacart’s Gifts hub that customers access from the browser version. Filters like “Popular,” “Mini Gifts,” and “Sweet Treats” were created to help customers find the gifts they need.
But the project had its challenges. My work centered around making gifting discoverable, helping customers understand how it works, and architecting the filter structure customers could use to search for gifts.
Deliverables included:
Navigation diagrams and concepts
Terminology guidance
User flows
UX writing
Mailchimp
Marketing automation
Automation is the most challenging product space I worked in at Mailchimp. Users struggle with the technical jargon that surrounds automation tools, and Mailchimp’s research uncovered what we referred to as automation anxiety. We found that users across segments and experience levels lacked confidence in what they were building and felt anxious about the output.
When I joined this product domain, we were preparing to launch a new automation product that we named Customer Journeys. It’s a complex tool that required a strategy around guiding users to see automation as more than a drip email campaign, which is how Mailchimp’s existing automation tool was built.
My work centered around creating a foundation for a new automation ecosystem to evolve.
Deliverables included:
IA and terminology testing
User testing
Competitive audits
Team workshops
Naming recommendations
Content modeling
UX writing
Websites & Domains
Introducing websites and domains was a big step for shifting people’s perception of Mailchimp as an email service provider to a marketing platform.
When we launched the website builder in beta, we knew there were a few key content pieces we would need to provide customers to help them navigate the experience.
I was the ghostwriter of this announcement article that our CEO used to introduce our new website builder in beta.