A user is in their favorite supermarket. They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.
Challenge: Write a promotional home screen for a subscription service that delivers groceries to the user once-a-month for a flat fee.
Headline: 45 characters max. Body: 175 characters max. Button(s): 25 characters max.
Solution: Create concise, value driven copy that entices a user to check out (and subscribe to) a special offer — while keeping in mind that an interruption to their flow might be annoying.
Methodology
I created a user flow to understand how my persona would likely feel about this message, using this to define appropriate voice and tone.
I workshopped keywords to sell the value proposition, deciding which words worked and what I wanted to avoid.
I used Figma to create a high fidelity wireframe, so I could ensure the visual hierarchy of the information architecture is evident.
Considerations
I used punchy, value-driven copy to let our users know how this promotion could make their lives a little better.
The tone is friendly, practical, and caring — intended to ease the possible frustration of being interrupted mid-flow. Users are looking for deals while shopping, not looking for ways to have groceries delivered. However, their flow suggests they’re a consumer interested in saving money. Appealing to our personas desire to be thrifty became a key consideration.
I wanted to avoid implying too much negativity about shopping in the store. For example, I didn’t over-emphasize that shopping is a hassle. We want our users to enjoy the experience of coming in to shop, but offer them an additional way to enjoy our product.
The button copy reads, “Take a look!” instead of “Subscribe.” This wording is more exciting and avoids making the user feel like they’re signing up for something they may not yet understand. “Take a look!” is more non-committal and, therefore, likely more approachable. “Take a look!” also elicits a sense of excitement.
I avoided “Check it out!” for the button copy, fearing it might easily be confused with “Check out.” Our users aren’t quite ready for that in this part of their flow.
Next steps
If I were to continue with this project, next I’d work on the subscription page.
Filling out forms is extra work for users. I’d want to consider how I can make this form as simple as possible.
I’d want to conduct testing to see how many conversions are created by this pop up, and consider A/B testing for variant copy.
I’d consult the companies style guide to ensure that the voice and tone are correct for our product.
I’d make additions and recommendations to our style guide for best practices around hyphenation, word usage, and brand voice.