Daily UX Writing Challenge
Day 4: Promotional screen for supermarket subscription
Hi. I’m Izu. A Medical Radiographer and UX writer. This post is in response to the Daily UX Writing Challenge, and this is day 4 of 15.
UX Writing Challenge: Day 4
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 max
Initial thoughts
First of all, let’s understand the user. Some pointers to note include:
The user is in their FAVORITE supermarket.
The user has the app, and uses the app.
And more importantly, even though the user is in the supermarket, they still rely on the app to see what’s on sale. This means the user prefers the ease of seeing what’s on sale at a glance, to the hassle of checking every aisle. Just the person we’re looking for, someone who prefers ease!
Considering that, here’s my copy.
Copy
Headline — LET’S SAVE YOU THE TRIP.
Body: Stay at home and get your groceries delivered to your doorstep, once every month. You shop we deliver, for just $15 per month. No matter how full your cart is.
Buttons: Subscribe now. Never.
Rationale
Let’s save you the trip speaks to that part of the user that prefers ease, to the hassles of movement.
I thought of using “Let’s save you the walk”, but I feel walk is a soft word and doesn’t seem like something a user would mind doing. Besides, some people might need more than a walk to get to the restaurant, and I want to speak to them too.
I also didn’t use something like “Let’s save you the stress” because I don’t want to say that the supermarket is stressful, in any way, or put any such thoughts in the user’s mind. After all, it’s their favorite supermarket.
The body starts with “Stay at home…” which has become a quite popular saying in recent times, due to the pandemic. I used that because it can ring a bell in the user’s mind, and make them keep reading.
I listed the benefits of the subscription and made sure to point out the frequency of the monthly deliveries, for clarity. I also added “just” before the price, because it creates that feeling in the user that the price is small compared to the benefits involved.
You shop we deliver is just my way of adding a little shopping lingo.
While looking for ideas for this challenge, I noticed that grocery stores that had delivery services like this usually had different prices for varying cart sizes and contents. So “No matter how full your cart is” is my way of presenting the flat fee as an advantage, addressing the pain point of having to pay more when they order more. This can also encourage them to order more.
Telling the user to Subscribe makes the fact that it’s a subscription feature very obvious, and adding “now” makes it more compelling.
I went with Never over No or No thanks because it’s a stronger term that feels more final, and it would make the user stop and think.
This was a good challenge for me, and I love that the scenario described the supermarket as the user’s favorite. That saved me the work of making the user trust the app. Kindly let me know what you like about my thought process, and what aspects I should change or improve upon. I would appreciate it.
