The TLDR;

Instacart’s membership experience needed more than a redesign. It needed a reason to stick around. I helped the team reimagine the end-to-end journey: clarifying value, simplifying complexity, and building trust with every screen.

Challenge

The team knew the value of Instacart+ was strong. But customers weren’t seeing it — and they were churning.

Here’s what we were up against:

• The membership experience was fragmented and hidden in the UI
• Value props weren’t clearly communicated or reinforced post-purchase
• Members weren’t confident about what they were paying for
• Cancellation was too easy (and not in a good way)

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We needed to reduce churn, and not with flashy promos. With thoughtful UX that built confidence and clarity.

Solution

I joined the team as a lead product designer focused on driving retention through stronger UX.

Here’s how we did it:
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Focused on key flows: We honed in on the account dashboard experience; the highest-traffic, highest-confusion area for existing members.
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Designed with transparency in mind: Instead of hiding information or nudging users to stay, we made the benefits clear, the options flexible, and the tone human.
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Strengthened the membership “moment”: We built a clearer post-purchase experience, so people immediately saw the value, and felt good about their decision.
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Raised the design bar: We evolved the visual system for these flows, balancing trust-building clarity with on-brand polish. Thumb-stopping without overdoing it.

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