App Store:
Marketplace Screens
Client
CUPRA
Industry
Automotive
My Role
Time Spent
UX Writer
2 Weeks
The product
Featured screens in the app store that give an overview of the app. This lives in the app store marketplace and provides an at-a-glance overview of the app and what it can do.
Process
I referenced the target user for our brand that we had been aiming our content towards and leveraged the brand voice: cool, action-oriented, stylish and minimalist. In this way, I developed a formula for all our client-facing marketplace copy:
Target achieved
Creating a unified product description for the app store marketplace. The result was stylish, on-brand messaging that faces the target user.
Challenge
To create a series of screens that were branded, engaging and quickly detailed the benefits of the app in the App Store Marketplace.
The UX writing across the platform lacked a unified tone of voice. Secondly, since the writing was divided across multiple squads and multiple primary-language speakers, the overall flow lacked consistency and rhythm. The tone of voice was completely lost.
Empowering the user to take their ride in their own hands.
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ACTION stated at the start of the sentence
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Speaking directly to the user: Using YOUR, and focusing on their action
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Highlighting a BENEFIT of the particular feature that we were highlighting in each frame
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Maintaining a RHYTHM: The sentences should remain within 2 clauses, and make use of succinct, 1- or 2-syllabic words to communicate the message
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The target length for each caption should be set to 8-WORDS or less
Localization considerations:
Messaging:
Considering the profile of our target user was the first place to start when thinking of how to unify the messaging here.
Keeping in mind that this messaging is set to be in our app marketplace across 6 countries: (UK, ES, IT, DE, FR, PT) I needed to take into account the rhythm and length of the messaging needed to accommodate those languages. For each iteration of the messaging, I did a word count and character count and documented each.
For the messaging itself, I reasoned that our target client might not appreciate the implication that they might “get lost” while on the road, so I proposed the change from “Set your routine in case you get lost” to “Map, set, connect: Plan your trip and find your way”. The implication here is that the target user is much more an actor of their own volition, with them in control of their own journey than the unfortunate traveller who gets lost sometimes.
I worked across the team to get a preliminary localization post-edit. This was to ensure that while maintaining the structure and rhythm, we also didn’t lose crucial parts of the messaging. For me, this included my own knowledge of English and Spanish, but as well, I collaborated with my counterparts from the UK to ensure that the wording made sense for that market.
In conclusion:
We launched the marketplace screens, and we used the deeper research of each of those new features to create functional guidelines for the internal stakeholders.
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