Handshake customer experience
The Challenge - the Handshake app launch
Create a set of marketing/CX deliverables to cover all channels including:
Website landing page
30-second video script
Tweet that introduces the video
Facebook post that introduces the video
LinkedIn post that introduces the video
In-app onboarding tour screens
My process involved building on the research, ideation, and review that I did for the Handshake user flow. I worked with the same user personas as I continued to explore language and copy ideas creating a family of messages for all channels consistent with Handshake’s friendly and straightforward brand voice. Additionally, I focused on conveying the main value propositions of the app across all channels:
Track project hours and progress with a tap of the screen.
Review and adjust your project budget.
Send or receive secure online payments.
Reduce “after work” paperwork.
Stay connected with ease and trust.
At the top of the landing page the brief blurb expresses the brand voice. I maintain the tone in the summary of the app's key benefits to both freelancers and small business owners. I keep CTAs contextual as to what happens next and offer concise customer scenarios and customer reviews.
The video script tells a story while focused on the core message - the app’s benefits. A clear CTA comes at the end.
Tweet introducing video
The tweet stays within the 140 character limit, maintains the brand voice, provides a benefit of the app and a direct CTA.
Facebook post introducing video
The Facebook post stays consistent with the brand voice and tone and offers a compelling CTA.
LinkedIn post introducing video
The LinkedIn post targets potential users of the app by stating a clear benefit, CTA and hashtags.
The welcome email includes all key points, a clear CTA, a consistent tone and appropriate length.
The tour screens are consistent in length and tone and focused on the app's benefits.