Alice Dobrinsky, Content Strategist | Content Designer

The Problem

Shipt same-day delivery service was losing customers by over-focusing on the shoppers that worked for Shipt.

The Background

Though it was acquired by Target in 2017 to improve its own delivery infrastructure, Shipt continued to deliver for other stores and was rapidly adding new retail partners. By 2020, the delivery service was in 49 states, and a rebrand had increased awareness among consumers.

Major Barrier

The landing pages lacked necessary membership information, and failed to convert visitors.

Leading Content Strategy

I was hired to lead the cross-functional articulation of content strategy for the Shipt.com redesign. The work included:

• Developing content recommendations to increase localization and marketplace differentiation
• Collaborating with UX to define content objectives
• Auditing the site to identify content that plussed up Shipt’s values and core messaging
• Collaborating with UX on page consolidation recommendations
• Collaborating with UX and designers to articulate and clarify messaging in the presentation decks