The scenario

I’m a UX writer at WingScanner, a new low-cost airline. They’ve just developed a new feature where customers can pay an extra $20 to use special security lanes and skip long lines at security.

The challenge

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

Feature requirements

• encourage the customer to pay extra for the feature
• feature is the last screen before the checkout screen on the mobile app
• it costs an extra $20

Original design

Redesign

The solution

The first steps in my approach:

• Explore the user’s thoughts and feelings
• Explore how to write the copy

Headline: I wanted to grab the user's attention fast with something catchy. I also provided the price upfront to avoid friction and delaying the checkout process.

Body: The imagery of the flamingo with one leg raised (provided via Google Images) inspired “get a leg up on long lines.” Imagery also welcomes a more scannable screen.

Microcopy: This served as an additional opportunity to personalize the experience for the user by adding the feature’s benefits.

CTA: Actionable; a clear and concise encouragement for users to purchase without confirm shaming.

Developed in Miro as part of UX Writing Academy by UX Writing Hub

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