Problem
The number of customers onboarding through mobile is increasing. We know that customers who comprehend core benefits of PayPal and the app are more engaged. So our question was: How might we encourage engagement by helping customers understand the benefits of of PayPal, the app, and how they can use it?
Approach
I built a narrative around the key functionality of PayPal, focusing specifically on the core tasks available at launch in the app - sending, spending, and managing money. Within each screen, I connected the functionality to core benefits: sending fast to anyone to communicate mobility and simplicity, spending securely on millions of sites to communicate protection and mobility, managing it all in one place to communicate control and simplicity. The tone was simple and helpful to inspire confidence and respond to the state of being of the new customer who is seeking understanding and wants to know that they can trust us before connecting any personal and financial info. I drew from research and testing to understand the customer state of being and to understand how they responded to messages and features. We measured success through new activations (customers who sign up and use the app within 30 days).
My role
I consulted on messaging frameworks with Product Marketing, Brand, and Go-To-Market teams, collaborated with design and product marketing to build content strategy, defined the narrative, and wrote the copy.