As UX/Marketing Content Strategist for Evernorth’s internal agency, Patrick was asked to work with the Express Scripts marketing team to improve the usability and marketing value of their mobile app’s landing page. Below is the final wireframe submitted, replete with strategic considerations for each module. To see more wireframe iterations from this project, click here.
This UX wireframe proposed specific testimonials, hyperlinking to where they currently existed online. These were provided to ensure the marketing team had options. The link at the top connected to Google trends results indicating which language choices performed best in terms of popularity and natural language.
This mobile app wireframe was designed for A/B testing, ensuring the best the final product informed by the most important stakeholder of all, the end-user.
Seeking to leverage existing marketing materials, this 30-second video was selected to explain the product. It was the shortest of the options available but it addressed more quality content more quickly making it more valuable to the user.
The “Thoughts” section in gray is dedicated real estate to addressing feedback, SEO strategy, and any other consideration that goes into the content. In this “1” or “A” wireframe, the burden of value communication rests more heavily within the CTA-module. The alternative “2” or “B” wireframe would test if that burden was too heavy.
Above the UX wireframe illustrates the structure of content. Considering the scrolling nature of the carousel, keeping content non-specific allowed for strategic consideration. The testimonials at the top page were designed to be considered separately for that reason.
This “2” or “B” variant of the mobile app wireframe featured highlights for using the app to see if additional content was needed to drive downloads.
Content in this “B” variant is identical to the “A” above.
In order to see if a value-pitch would drive higher downloads, the “B” variant featured value-props just before the CTA. In the “Thoughts” section, Patrick explains the value of a third, salient value proposition and why it’s important.
Patrick then explains how this UX content strategy changes flexibility of voice and tone for the copy for the CTA.
The reason for placing testimonials after the CTA is recapture uncertain members of the audience. There are two audiences, those who will act the instant they see a CTA and those who will look further, even if only for a second. The vast majority of any audience lies in the latter. It encompasses everyone from those who will never click that CTA and those who might after just a moment’s thought. That audience is a basketball rolling around the top of a hoop. You hope it will go in but it might all outside the hoop and there’s nothing you can do to change it once the ball’s rolling.
Here, the “Testimonials” are the jumping up into the air and smacking the ball down into the hoop. They are a push towards certainty when you need it most. Here social proof helps provide a gentle push to the user uncertain that clicking the button is going to be bring more value than it does work or obligation.
