Drive to Mobile Campaign
UX Writing, Discovery, and Design Consultation
Digital Content Strategy and UX Writing Project to drive users to download the Barclays US App.
Like so many financial organizations, Barclays US has begun a concerted push to sign new and existing customers up for our mobile app. Within the user experience, this involved a series of modals, trays, banners, and pages espousing the benefits of using the app.
I led the creative discovery process, commissioning UXR into users' attitudes, concerns, and motivations in regard to a mobile app. Then we reviewed internal user data to determine the features that app users gravitate towards.
We wanted the drive to mobile experiences to be motivating, but non-intrusive. If users felt “pestered”, they would associate the app with annoyance. It fell on the copy to do the heavy lifting.
Bottom Tray
A bottom tray that pops up on the mobile web login screen. We took a particular focus in biometric login, but didn’t want to restrict ourselves to that selling point. “Get more” is a repeated refrain that we want to hammer home.
Desktop Banner and Modal
A banner on the Barclays US dashboard, with a QR code directly to the app store or a link to an expanded modal with more information. The “you’re selected” message aimed to make this feel like a prize, to give a sense of exclusivity or even luxury.
If they’ve gone to the modal, they’re interested but need persuading. I’ve listed out the top ranked features from research to drive the message home.
Logout screen
When the user logs out, we present them with a QR code to download the app. Since they’re taking the time to log out, we estimate that the user may be more focused on security. We erred on the side of caution of this screen, opting to explain the use of a QR code in step by step instructions.