Creating a content strategy
After research and brainstorming, our content strategy was to be empowering, inclusive, non judgmental, and fun.
Proposing a program name & getting pushback
So the writing team and I brainstormed over 100 program names!
After continued difficulty aligning and some back and forth, the marketing team decided to test 2 names in user research: Adult Zone and The W Spot, one explicit and one subtle option to get some initial insights on.
Creating a user testing plan
We decided to do an unmoderated test with 15 people to get some initial reactions and perception of the program, as well as their understanding of shopping for sexual wellness in general.
Insights from user testing
Overall, user perception of the UX Writing was quite positive!
While only some users understood The W Spot, all thought Adult Zone was clear.
Iterating based on user testing
Based on findings from user research made trust signals (like private browsing, discreet packaging, and quality products) more prominent in my copy.
Writing for translation
Unfortunately, Wish After Dark wasn’t ideal in all languages, due to different connotations when translated, or because it simply wouldn’t make sense.
Results & reflection
Initial results are incredibly promising. Look at all that green! Number of buyers, orders, and transactions are all up by about 2%. GMV went up by about 1.5%.
My biggest takeaway from this project is that collaboration is KEY.
Full case study available on request.