Instacart Curated Carts
Industry: Tech
Project: Email template redesign
Problem: In 2022, Instacart created the Curated Cart—a hand-picked selection of complementary products made easily shoppable in the app. We were using our basic email template to promote these unique product selections, but our emails weren’t performing as well as we wanted them to.
Solution: Develop a new Curated Carts template that would bring the collection into the email and closer to the consumer.
Impact: We saw a 20% increase in conversion rate with the first send.
A consistent format for consistent expectations
Subject line uniformity
A replicable design
Room for creativity
Introducing:
The new Curated Carts
Creative Director: Philip Lowe
Copy Lead: Me
Design Lead: Kate Biangco
Copywriters: James McCue // Ryan Nickum
Designers: Seen Rongkapan // June Lee