—Frontier: Mobile Experience Microcopy.
PROJECT
Resolve mobile cart dropoff on Frontier.com by adding microcopy and a progress bar to guide users through the purchasing process. Create friendly, human messaging to respond to users' actions as they interact with the cart.
SCOPE
Craft microcopy for a progress bar that would remain sticky at the top of the page. Write user prompts to guide customers through the checkout process.
MY ROLE
Content Strategist & UI Copywriter.
COLLABORATORS
Data Analysts, UX/UI Designer, and Frontier business partners.
GOAL
Create friendly, user-centric microcopy to prompt customers to move to the next step and complete their purchase. Establish peace of mind with security microcopy and encourage users to complete their order through cart interaction messaging.
CHALLENGES
Determine the categories that would best explain the many steps of the checkout process and organize content accordingly.
PROCESS
Since users seemed unaware of how long the purchase process would take, we were seeing dropoff and cart abandonment just before the purchase was completed. My hypothesis was that adding microcopy and a progress bar and breaking the content up on multiple pages would resolve these issues.
To make checkout appear as simple and streamlined as possible, I determined that breaking the process into four main categories that would be shown in the progress bar would be the most effective strategy. This would allow users to see exactly where they are in the checkout process and assure them that it wouldn't take long to complete.
Next, I felt that breaking up the contact info and security question steps by adding a human tone with prompts would provide users with peace of mind.
Finally, I determined that adding friendly messaging when users added products to their cart would make the experience feel more human, giving customers peace of mind as they finalized their purchase.
