WingScanner: Single Screen Rewrite

CHALLENGE:

Turn the designer’s copy into a well-written and well-designed screen that appears right before the user gets to the checkout

SOLUTION:

Simplify copy and make it more scannable for users

Background:

WingScanner is a low-cost airline with a new feature that allows customers to skip long lines when they pay an extra $20. However, the copy wasn’t easily scannable for users to quickly understand what they would be getting with this feature.

So, I worked as the sole UX writer to make the copy more engaging and easily digestible for users.

Before:

  • headline doesn’t communicate enough about the product

  • body copy isn’t scannable

  • CTA doesn’t connect back to the headline

  • alternate CTA shames user

After:

  • headline immediately gets to the main point of the feature

  • bullet points make body copy more scannable

  • CTA connects back to headline

  • alternate CTA copy is more neutral (rather than shaming users for not choosing the new feature)

Results:

This was an assignment for my UX certification course. However, if I’d had the opportunity to move forward with the assignment, I would have tested different versions of copy to see which version performed best with users and minimized user dropout.

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