Instacart desktop and mobile homepage

One of my projects on the Growth team at Instacart was to update the homepage. The goal was to increase conversion and at the same time allow the customer to learn more about the service. We wanted to focus the attention of the user on entering their zipcode so they can start shopping but also give access to more details about how the service works for those that desired that information. 

instacart homepageinstacart homepage
Instacart how it worksInstacart how it works