In-app copy for new mobile feature

Capital One

— PROJECT NAME

Welcome Experience


— ROLE

UX copywriter


— DATE

Q3 2022

After collaborating with product and tech partners to define content patterns for the app’s onboarding experience, I also wrote the copy for its first topic, introducing users to the app’s feed. This first welcome experience resulted in a 57% lift in new users to the feed over a span of 30 days.



Opportunity

Engagement with the feed was low, so this first campaign targeted active users who had not yet tapped on the feed tab in their home screen.


Process

- Partnered with product, tech, and UI/UX design teams to work within technical and spatial constraints to deliver a persuasive customer experience.


- Followed content design patterns and stakeholder input to iterate on copy that balanced business objectives and user needs.


- Leveraged feed landing page and marketing email copy, which I also wrote, to ensure consistent messaging across channels.