Case Studies

A Simple Case Study

Sometimes it Just Takes Personality

Who doesn’t love quick wins?

TIDAL’s in-app rating prompt wasn’t converting, despite new product improvements. My brief: increase engagement using copy alone. I reframed the message around TIDAL’s strongest equity—its connection to Jay-Z and Beyoncé—and used a lyric reference to deliver a moment of delight at exactly the right touchpoint. The updated message drove a 300% increase in app ratings, proving that playful, relevant language can move real numbers.

Attention, Shoppers: A More Complex Experiment

❋ The Challenge

Instacart’s new shopper onboarding flow had grown into a long sequence of text-heavy emails that overwhelmed users and reduced activation.

Show vs Tell: Why it Works

❋ The Goal

Increase shopper onboarding completion by making the value propositions quicker to grasp, clearer, and easier to act on.

❋ The Insight

Shoppers didn’t need more words —they needed clarity.

So we applied a “show rather than tell” approach with visual instruction and simplified messaging.

❋ What I Did

  • Audited the entire onboarding lifecycle flow. 

  • Identified redundancies and high-friction explanations. Rewrote all emails with radical simplicity. 

  • Partnered with design to convert text instructions into visual steps. 

  • Reduced the number of emails and total copy volume. 

  • Created a cohesive visual language for the shopper journey.

❋ The Outcome

  • Reduced email volume by 20%

  • Improved clarity and readability

  • Increased shopper engagement and confidence

  • Faster time-to-first-shopper-action

Key Takeaway

“I love words as much as any copywriter, but in this case, I leaned on creative ideas and a great designer to deliver much of the same information in a way that was skimmable, readable, more engaging, and easier to understand.”