Susannah Brokl

The new safety feature was a randomized selfie verification for partner drivers, which ensured that the person online completing trips matched the photos on their driving documents. I led the creative development and content strategy for the safety feature’s announcement ahead of its launch.

The preorder emails introduced products and called out key features. The buy now emails were much more conversion-focused, designed to get people to add the product to their carts. These emails drove over half of the products purchased from the Google Store at launch.

The migration involved auditing, documenting, and redeveloping our existing emails in a new tool. I also led proofreading, QA, and approvals before launch. The emails covered transactional and promotional intent and were automated and triggered.

• 2.2% — statistically significant positive lift in 30-day document uploads and approvals
• -8.3% — statistically significant positive decrease in 30-day deactivations

The objective was to develop a more effective multi-channel strategy for keeping driver accounts active as driving document expiration dates occurred (KPIs: 30-day document uploads and decreasing 30-day deactivation rate).

We were only using email and SMS messaging at the time, and I led the expansion to push and in-app channels with a test:
• Control: Email + SMS
• T1: Control + Push
• T2: Control + Inbox Notification only
• T3: Control + Push + Inbox Notification

Since we wanted to properly test the impact of additional channels, we did not make any changes to the cadence or timing of the inherited messaging strategy.

In Email + SMS, where character count was not limited, we were able to state which document was expiring. With push and in-app, we had limited character count, so we had to be flexible and creative with what messaging looked like.

By adding push and in-app messages, all treatment groups drove a statistically significant lift in 30-day document uploads/approvals and a statistically significant decrease in 30-day deactivations. We made the largest impact by adding both push and inbox notification channels to the expiring doc comms flow.