Job to be done

Help P&G communicate its Free Delivery offer and drive product sales to Instacart with a flexible retailer-templated microsite.

Approach

The ask was simple: create tiers of evergreen and media-driven microsite templates to spread awareness about P&G’s free offer while driving conversion on Instacart. Easy peasy.

But, after initial platform evaluation and user journey mapping, I quickly realized there would be a huge UX block to connecting the digital journey–the Instacart content user experience is dependent on a signed-in/signed-out account status as well as digital shelf location settings, so a successful user experience from the static microsite was only reliant on the user’s previous interaction with Instacart and their device settings.

Additionally, direct linking to the brand product or category page wasn’t available presenting a communications and commerce barrier once a user was on Instacart. An add-to-cart API integration helped to solve this UX problem for some retailers but wasn’t a core feature of the product.

Since this site was the gateway for a user to Instacart, ensuring clear communication on the microsite and providing the user with what they needed to know once they landed on Instacart from the microsite in addition to the core offer, was the biggest content opportunity.

Step 1: Defining Content Strategy and Content Elements

I first defined the content strategy objectives and identified a user persona and the key communication needs across each scenario. I then defined and modeled key content elements needed. This accounted for components of the program that were not evergreen and would be displayed on the website intermittently throughout the year.

Step 2: Content Mapping

I then collaborated with the product designer and developer to define and document requirements and developed content mapping that would guide the configuration files.

Step 3: UX Copywriting

I then wrote UX copy tailored to each scenario, ultimately helping to bridge the gap between the microsite and Instacart.

Bonus: For an additional sales lift, I provided the user with an Instacart feature tip for favoriting the items for future purchase and placement on the digital shelf.