B2C · SENIOR MANAGER & LEAD CONTENT DESIGNER · 2021-2025
Spark Driver
Spark Driver is an app that connects independent contractors with shopping and delivery opportunities from Walmart and other businesses. I directly managed two other content designers on the team.
Signup
Problem
About 55% of people who visited the Spark Driver website signed up to become drivers, but only 15% actually completed their first delivery. A major drop-off happened during the enrollment process, which was clunky and disconnected. Users were bounced between email instructions and a third-party portal that didn't align with the Spark Driver brand or voice.
Solution
I partnered with the design team to rethink and centralize the entire signup experience directly on the Spark Driver site. Key changes I pushed for:
- Full zone transparency: Previously, users only found out a delivery zone was full after completing the entire signup process, ending up on a waitlist. I proposed implementing tags to show when zones are full at the beginning of the process – making it a choice, not a surprise.
- Nearby zone discovery: I recommended surfacing nearby zones so users could still find opportunities to deliver even if their first choice was full, preserving acquisition.
- Preferred name field: I advocated for a preferred name field to promote inclusivity. Despite pushback, I educated stakeholders on the benefits of inclusive design and gained legal support.
Impact
This work led to a 60% annual reduction in signup-related support tickets, a consistent 4–7% monthly growth in new driver activations, and a lower overall cost of driver acquisition.
App entry redesign
Problem
To compete with competitors like DoorDash and Instacart, we needed to redesign the app's starting point as a more centralized landing screen. The original hamburger menu forced users to navigate throughout the app to reach important features.
Solution
By bringing offers, trips, and the delivery zone to the home screen, users can quickly jump right in as soon as they open the app. I was particularly focused on assessing components, content placement, and using precise language to make this huge redesign a seamless transition for users.
Impact
This initiative is expected to improve driver utilization by +2.5% and increase accepted offers.
Batched shopping
Problem
Prior to this initiative, Spark Driver users were only able to shop for one order at a time. Walmart associates had to fulfill all other orders.
Solution
Offering Spark Driver gig-workers the ability to shop for multiple orders at a time means that Walmart associates are spending less time fulfilling orders. I focused on creating a clear, systematic way for users to organize orders while reducing cognitive load – including UI labels for each order, clearly showing items per order, and helpful tips for keeping orders separated.
Impact
This initiative is expected to save $46M in fulfillment costs and offer higher-paying shopping opportunities for users.
Other major content design initiatives
I also led content design for these high-impact initiatives:
- Refer & Earn program: Provides Walmart with no-cost platform recruitment
- Order status redesign: Expected to save $18.8M in support costs and reduce dwell time
- Support chatbot: Expected to save $10.9M in support costs
Spark Driver style guide
Problem
My team was brought in due to the app's low ratings, a high volume of Driver Support calls, and concerns from leadership about content quality. Additionally, much of the content didn't comply with legal guidelines, heightening litigation risk.
Solution
I led a cross-functional campaign to create a brand strategy and overhauled the existing platform's content. I also led the creation of our first cross-functional content style guide from the ground up. Working closely with the research team, I leveraged user data to shape decisions on voice, style, branding, and personality. I also created a content design system directly in our UI kit to ensure consistency in casing, CTAs, body text, headline length, and word choice.
Impact
The style guide became the foundation for all future content decisions and is treated as a living document that evolves with the user base.
