UX Case Studies
At Rent the Runway, I owned copy across the full product experience: onboarding flows, push notifications, in-app education, emails, and 360 campaigns. The work ranged from helping new members understand a unique subscription model to writing the Era of Extra campaign, which broke traffic records and drove subscription conversions. Every word had a job to do.
Magical First 30
To streamline onboarding and boost engagement, we designed an interactive style quiz that introduces new members to relevant offerings and makes for a more seamless first month of membership. The quiz gathers details like style preferences, height, and upcoming events, guiding users toward personalized recommendations. This approach not only simplifies their first month but also accelerates product understanding, leading to higher add-to-cart and checkout rates. By equipping members with tailored outfit suggestions, we improved their shopping experience from day one, positively impacting engagement and retention.
Featured samples: Homepage educational content
New Member User Experience
To improve onboarding and subscription understanding, we created educational content for new members in their first month. The user flow included step-by-step tutorials on key features like swapping items and managing shipments. This approach helped users quickly grasp the subscription model, enhancing their overall experience and boosting retention rates.
Featured samples: Homepage educational content
Advanced Fit Signals
The Membership Product Squad focused on fit signals to boost the add-to-cart metric. Leveraging machine learning and extensive fit data, we developed an advanced fit prediction tool to help users find their perfect styles and sizes. As the UX writer, I crafted clear, engaging messaging across the app, guiding users seamlessly through the process. This innovative feature not only enhances the shopping experience but also drives conversion rates.
Featured samples: In-product GTM modal & fit signals breakdown on style page
Era of Extra Campaign
360 campaign spanning homepage, email, app, and push. Broke traffic records and drove subscription conversions at launch.
Balancing Business Offerings
Revamped homepage to guide users through customized journeys based on their intent—whether exploring one-time rentals or subscriptions. This approach prompts users to select their purpose upfront, enabling us to tailor content and educational touchpoints along the way. Throughout each journey, we strategically integrated upsell opportunities to subscriptions, enhancing engagement and aligning content with user preferences.
New Member Onboarding Series
For new members getting the hang of renting, I partnered with the email team on 20+ sends that help them learn the ropes — from building your first shipment to leaving a review and referring friends.
Featured samples: Renting Tips from Members, Hearting 101, Build a Shipment Now, Style Persona Selection
RTR Concierge
Branded text message service, RTR Concierge, makes renting more seamless via access to membership experts. By enabling 1:1 contact to CX agents, we’ve decreased early-term churn and continue to iterate on marketing for increased opt-in rates.
Featured samples: Various product and email placements
Rent the Look
The Growth Product Squad launched Rent the Look to help users quickly rent entire outfits, reducing browsing time and increasing the add-to-cart rate. The Similar Styles feature also surfaced visually similar options when preferred items were unavailable. As the UX writer, I crafted clear content to guide users through these features, enhancing their shopping experience.
Featured samples: Email GTM
Creator Curations: Vashtie
Rent the Runway’s inaugural creator curation features rent-ready styles handpicked by the NYC DJ.
Featured samples: Email GTM
