Paxful suffered from the Microsoft Zune problem. Too many value props + a voice that was off brand.
I gave everything a rewrite and brought their content into alignment with their new target audience and current power user cohort.
Full journey: https://whimsical.com/paxful-onboarding-flow-7QFEHn8QwKo66EgzMkXWax
Case Study #1 - SpotMe Journey Optimization
Cleo’s primary revenue generator was its cash advance feature. It was also our greatest source of negative NPS.
Our challenge was thus:
Improve growth rates and conversion of new users
Increase NPS while reducing inbound CS tickets
Thus began a multi-month long process of interviewing, iteration, and designing a content journey that drove almost 80% higher conversion and material gains in NPS.
Case Study #2 - Daily Insights
Being an AI that’s making sense of your entire financial life means Cleo’s got a lot to say.
Except, she was talking way too much and about the wrong things.
We needed a strategy to:
- Understand which insights provide the greatest value to key segments
- Increase retention and engagement
- Reduce notification mutes
The best approach for this was a multi-arm bandit program centered around themes like budgeting, product upsets, spending and bill reminders and more.
After landing on the what (spoiler: it depends on the day of the week and usually involves payday) we needed to know how.
Phase 2 was experimentation increasing and decreasing TOV, emoji use, .gifs, notification titles etc.
In total, we delivered hundreds of unique pieces of communication and increased our read and engagement rates 10x.
Xapo asked for a fresh take on microcopy for their onboarding experience that was closer to their new brand persona, more compact, and easier to localize.
https://whimsical.com/xapo-3VqYaDpanpD2vgr4oAgb1G
