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
New members needed to hit the ground running. We built an interactive style quiz that gathered preferences, sizing, and upcoming events upfront — so their first month felt personalized from day one, not after three shipments of misses.
Featured samples: Homepage educational content
New Member User Experience
Renting is a different mental model than buying. We created a step-by-step onboarding flow that walked new members through the mechanics — swapping, shipping, building a shipment — so the learning curve felt like a feature, not a friction point.
Featured samples: Homepage educational content
Advanced Fit Signals
Fit anxiety is the biggest barrier to renting. Working with the product team on a machine learning–powered fit prediction tool, I wrote the in-app messaging that made a complex data feature feel simple, reassuring, and worth trying.
Featured samples: In-product GTM modal & fit signals breakdown on style page
Era of Extra Campaign
When RTR added a permanent extra item to every membership shipment, the brief was simple: make it feel like the best news a member could get. Era of Extra was a full 360 campaign — homepage takeover, countdown emails, push notifications, in-app messaging, and an app store rebrand — all building to a launch that broke traffic records and drove subscription conversions. The copy had to work across every surface simultaneously, with the same energy at every touchpoint.
Balancing Business Offerings
RTR offered both one-time rentals and subscriptions — two different products with two different value propositions. Revamped the homepage to route users based on intent upfront, with tailored educational touchpoints and upsell moments built into each journey.
New Member Onboarding Series
20+ emails helping new members actually learn to rent — from building their first shipment to leaving reviews and referring friends. The kind of comms that feel helpful, not automated.
Featured samples: Renting Tips from Members, Hearting 101, Build a Shipment Now, Style Persona Selection
RTR Concierge
A branded SMS service connecting members directly with rental experts. Wrote the in-product and email placements that drove opt-ins and helped reduce early cancellations.
Featured samples: Various product and email placements
Rent the Look
Helped launch a feature that let users rent full outfits in one click — and surfaced similar styles when their first choice wasn't available. Less browsing, more renting.
Featured samples: Email GTM
Creator Curations: Vashtie
RTR's first creator curation — rent-ready looks handpicked by NYC DJ Vashtie. Wrote the email GTM and in-product copy for the launch.
Featured samples: Email GTM
