15-Day UX Writing Challenge — Day 4
Hello guys! Welcome to the 4th day of my 15-day UX writing challenge.
Before I start, I just want to appreciate everyone that started this journey with me and is still here with me. Y’all are motivating me with your comments and claps. Let’s keep it up!
Moving on, today’s challenge is about writing a promotional copy for a supermarket app.
Challenge
Scenario: 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
Let’s get started…
Ideation process
Based on the scenario already painted, the shopper has a favorite shopping mall and even uses the supermarket’s app to catch up on sales and discounts from time to time. This gives the brand an opportunity to introduce a new feature ‘grocery delivery.
Shopping can be a hassle. There are long queues, a variety of options, and heavy grocery bags to deal with. Therefore, I preached convenience, ease, time, and money-saving benefits.
Also, based on the scenario above, the user is busy with their shopping but only opened their app to see what’s on sale. Therefore, the promotional message is concise and straightforward.
Target audience
Let’s look at some data. According to a 2022 survey of U.S. shoppers,
60 percent of respondents who identified themselves as primary shoppers in their household were women.
Surprisingly, the figures are different for online grocery shopping. Research shows that men who are the primary shoppers for their households are the most frequently occurring demographic among online grocery shoppers.
Therefore, my target audience for this project is men and women.
User persona
What does the app’s potential user look like? What’s their demography and lifestyle? What’s their motivation for using the app in the first place? What are their pain points? What are their needs? What do they prioritize?
According to a survey by Takeoff Technologies, grocers aiming to attract more online shoppers to their stores should focus on large families who are budget-conscious. In particular, older millennials with children are considered the ideal target demographic for grocery delivery.
Also, a 2022 survey revealed that almost half (49 percent) of shoppers aged 55 to 64 in the United Kingdom bought their groceries online while the odds of online shopping were higher for those aged 18–33 years than for those aged 65 years and above.
With this finding, meet ‘Mrs. Rachel.’
Voice and tone
Bearing my user persona in mind, what voice and tone appeals to her the most?
- Conciseness
- Attention-grabbing
- Straightforward
- Convenience
Solution
Headline: “Hate the long queue?”
I opted for this headline to capture the user’s attention and appeal to their desire for a stress-free shopping experience. While there are other reasons for not wanting to do in-store shopping, I chose this because people don’t enjoy waiting. A Statista report revealed that the major pain point of in-store shopping, as reported by 60% of consumers, was facing a long queue for payment at checkout.
Body: “Get your groceries delivered to your doorstep promptly for just N19,999/month.”
As earlier stated, the user is already accessing the supermarket’s app and is in search of something else. This pop-up was straight to the point, concise, and clear.
I highlighted how easy and prompt the delivery would be as well as the cost, so the users can early on know the financial implication of their choice.
Button: “Start 1-month free trial/not now.”
For accessibility, I spelled out what value is behind the button — a 1-month free trial.
I also gave the user the power to make a choice with the ‘not now’ button.
The estimated reading time for this promotional message (headline, body, and buttons) is less than 8 seconds, which is an ideal time for a busy shopper with a short attention span.
That’s all for day 4! What are your thoughts? Let me know in the comment section below. You can check out my previous UX writing challenge entries here.
