Copywriting
Farm to Kitchen App
The Challenge
In this class project, the challenge was to draft welcome email UX copy that would introduce users to the brand’s personality and teach them how the app works.
Research
Conducted user research and determined the brand voice should highlight a sense of discovery and be helpful, easy, and friendly.
Conducted survey research including a question that A/B tested two introductory offers for the welcome email and the most effective offer was included in the final draft.
Brand Voice in Action
Sense of Discovery: There’s nothing better than sharing your favorite local discoveries with your friends.
Helpful: Recommend your favorite local restaurant on the Farm to Kitchen app and receive a $5 credit in your account.
Easy: Sign up and watch the recommendations roll in!
Friendly: We really love local food.
Other Considerations
Used headlines for the scanners of the world.
Broke down how to use the app into 3 easy steps.
Focused the message by using only one central CTA: “Order Local Food”
