I crafted comprehensive guidelines, documentation, and principles within our design system, ensuring consistency and clarity across web and mobile interfaces using research and data. My role was pivotal in shaping user experiences across our product ecosystem. I collaborated closely with cross-functional teams to establish unified and user-centric content strategies.
01
Package Returns
Background: Package returns are a massive & growing opportunity; UPS alone processed 60 million package returns in this past holiday season alone, and retail returns jumped to an average of 16.6% in 2021 versus 10.6% in 2020.
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Problem: Returning a package has many pain points from needing to initiate the return, box the item(s), print a label, and physically drop off the package.
Goal: Leverage the network of dashers to solve the package return problem and unlock a new revenue stream.
Approach: ​
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A frictionless process to request a dasher, with no need to travel (“no extra work”)
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In-app tracking for pickup & confirmation from dashers when they drop it off (“trust”)
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A wide network of dashers & deliveries that allow us to make this hyper-efficient (“minimal cost”)
Initial Testing: We generated traffic via Home Page Banner, Carousel (Retail on DoorDash) and Push Notifications. Banner CRT was 1.5% above average and push notifications were well recieved.
02
Error Messages
Background: Over 1 million customers ran into payment-related checkout error messages during March 2023. ‘Insufficient Funds’ account for approximately 1/3 of all payment errors.
Problem: Check out error messages were void of important details about how the user could solve the issue.
Goal: Improve insufficient funds messaging incrementally to be descriptive and helpful.
Approach:
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Phase 1 - Update body copy to tell users why their payment was unsuccessful (‘Insufficient Funds’) and what they can do to resolve their issue (modify their cart size or change their payment method.
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Phase 2 - Bring more information into the header for better scan-ability.
Learning: Phase 1 delivered +$4.8M in gross merchandise value. Phase 2 testing results are unknown.
Original
Control
Treatment
03
Patterns, guidelines, and content tooling
Error patterns: Data from the above project contributed to the error patterns I wrote for our design systems, which include user input errors and app errors.
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The DoorDash Grammar and Style Guide: I co-lead this project with the Senior Copy Lead in Marketing. These guidelines are company-wide and are referenced often, with 2.4K views since Dec. 2022.
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Writer software: I lead the procurement of the AI content software, Writer. Since its launch in June '23, we've seen an increase in visits each month. Now, up to 56% of product designers use the software daily.
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