Instacart curated carts

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. So, we decided to develop a new Curated Carts template that would bring the collection into the email and closer to the consumer. I led this project from conception to launch.

The impact? We saw a 20% increase in conversion rate with the first send.