Order in Seconds,
Delivered in Minutes.
goPuff is an on-demand delivery service that delivers 1,000s of products in minutes.
Role
Designer: Consumer Product, Growth Marketing
Responsibilities
Logo Design, Branding, UX Design, UI Design, Campaign Development, Animation, Digital Advertising, CRM
Impact
Directed Photography for consumer facing app & campaigns
Increased AOV & CTR by A/B testing different UX/UI design components on the consumer facing app
Increased CTI & CTR by A/B testing different creative on Email, Snapchat, Facebook & Instagram
Campaign Strategy and Design
Strategy, design & development of modular HTML email template library
Consumer Product Work
Delivering A Better
Customer Experience
As a designer under the Consumer Product Team, we continuously improved the overall customer journey and experience. Through A/B testing different UX/UI Design, we were able to optimize the goPuff app to better suit the needs of the customer, creating a seamless Delivery Experience.
Identifying UX Problems
We began auditing the consumer facing app, identifying inconsistencies and UX problems within the user flow. After carefully determining what components and features were most important to optimize to fully leverage company product goals. We began our research and discovery phase.
Researching & Discovering Solutions
With our consumer product goals in mind, we began our research and discovery phase. After studying competitor brands, I began sketching low fidelity wire frames of new features and reconceptualizing the design of our current product. This left us to apply our solutions, A/B test against our current product and verify our newest solutions through user data.
Applying, Testing & Verifying through Data
Through A/B testing numerous designs vs the current product. The consumer product team gained insights on user behavior and continued to optimize to deliver the best experience for our customers.
Category Tiles
Art Direction, Visual Design, UX Design
I had the opportunity to work with the Photography Team in leading our Category Tile optimization.
Old Category Tiles
Our previous category tiles felt outdated and had little contrast from the category name.
Photography Exploration
We began A/B testing different styles of photography through our Paid Channels, CRM and the app.
Iterating & Identifying
After numerous rounds of iterations, we determined a photo and category tile style.
UX Solution
We continued to optimize the visual design until determining the best solution based off of user data.
Product Header Redesign
Visual Design, UX Design
I redesigned the product header with the addition of a new feature.
Previous Product Header
The previous product header felt outdated and there was a lot of wasted space that could be utilized.
Research & Discovery
I started with competitive research and conceptualizing alternative ways for users to navigate through our categories.
Low Fidelity Wireframes
High Fidelity Wireframes
UX Solution
After numerous rounds of iterations, we A/B tested multiple designs against a control and determined a solution based off of user data. The solution was a simple addition to the product header that allowed the user to go from category to category. This resulted in faster check out times and product discovery.
Home Page & In
Category Carousels
Visual Design, UX Design
I designed a new carousel feature that allowed users to add items to cart right from the home page as well as make more products accessible from our in category pages.
Previous Home & In Category Experience
The previous experiences prevented product discovery and accessibility. The addition of carousels to our home page and in category pages allowed users to find and add items to cart quicker.
Research & Discovery
I started with researching our competitors and delivery apps and how they used carousels within their products. After discovering patterns and unique ways users could add and subtract items, I began sketching low fidelity wireframes.
Low Fidelity Wireframes
High Fidelity Wireframes
UX Solution
After numerous rounds of iterations, we A/B tested multiple designs against a control and determined a solution based off of user data. The solution was a simple addition to the product header that allowed the user to go from category to category. This resulted in faster check out times and product discovery.
Sub Category Navigation Redesign
Visual Design, UX Design
I redesigned the sub category navigation. This allowed user to filter through products within our in category pages without scrolling down the page.
Growth Marketing: CRM Work
Modular HTML Email Templates
With the help of the CRM team, we strategized, designed and developed a modular HTML email template library. This allowed us to scale our CRM Channel and continuously optimize our templates and overall design strategy.
Challenge
Our previous emails were 1 off designs and single image links.
Strategy & Approach
By designing modular templates that our crm team could plug and play with creative, we could dramatically scale this channel and offer multiple styles of a single email to test.
Iterating & Identifying
We continued to test amongst our email flows until determining the best solution from a creative and UX stand point.
CRM Interim Style Guide
Low Fidelity Wireframes
A Scalable & Iterative Solution
With a new creative strategy, we were able to A/B test multiple emails and different creative amongst our user base. This allowed us to gain insights on what type of creative or modules performed best and greatly impacted the scalability of this channel as we continued to optimize.
Celebrity & Influencer
Landing Pages
Visual Design, UX Design, Creative Strategy, Digital Ads
I designed templates for our celebrity, influencer and BD partner landing pages as well as played a part in the overall creative strategy and digital ad content.
Creative Strategy
Serve an Ad or IG Story
through Partners Social Page
We targeted consumers with an Ad or from our celebrity partners social platform
Incentivized
Landing Page
This drove them to a landing page with an incentive to use goPuff
Curated
In Category Page
This then took users to a curated category page inside the app
Low Fidelity Wireframes
High Fidelity Wireframe
Impact
By taking a full funnel approach to our creative strategy. We were able to target consumers with a UGC style ad as well as use our Celebrity Partners social following as a way to drive users to the landing page. This had a huge impact in increasing CTI, purchasing behavior and lowering CAC.