Project: We already knew customers were very unhappy with the 5-7 day deposit times for their bank transfer payments. But they love the fact they’re free! But if they could see their bank transfer payments in their accounts next day, would they pay a 1% fee (max $10) per transaction? After extensive customer interviews, all signs point to yes,
Scope: A new transactional and marketing email to announce new offering, and an upgrade flow that includes product page, success screen, and welcome email. Also error states.
My role: Sole writer
Stakeholders: Project manager, lead designer, leadership
Basic process: User research > Plan > Design/Copy > Prototype > Test
Results: 8% adoption, climbing with increase of access points. 15% is the goal
You should always be clear when delivering bad news. But you can have fun too…as long as you know where to direct your humor. Oh, computers.
Insight
Customers buy QB to process their payments, deposits their money for them, and update their books automatically. BUT they use a competitor to take the payment because they don’t seem to know QB can take payments. This is lost revenue for QB.
Hypothesis
Currently, 60% of Payment signups will GNA in their first 60 days (50% in first 30 and 70% over lifetime). If we create a first-time-use flow both in and out of product, 63% of signups will get to value faster and process their first payment.
Challenge: Make a email V2 that’s better than V1.
Strategy
· Leverage the V1 content strategy as a baseline for messaging
· Pair messaging waaaaaay down to reduce cognitive load
· Up-level payments benefits defined by each experience point determined by where they are in their journey
Outcome
V2 outperformed V1. The “You got paid” email has a 79% open rate during week 1^
^Somehow not a surprise