Educational landing page
The Problem
Three completely new features to the smartphone industry were being introduced in a single product launch. The challenge was to educate customers about these features effectively and quickly.
The Process
Partnering with designers and business stakeholders, I leveraged the global campaign's "GAMECHANGER" messaging to point out the basics that every customer wants from their phone: screen, audio, and photo experiences. HTC had three new features to enhance these basics, and I wrote a quick and clear description of the benefits each customer gets from using these new features. Business stakeholders wanted a completely different CTA button format as a clear point of differentiation, so the designer I worked with created round, oversized blue buttons for the UI copy I wrote.
The Solution
The messaging I wrote for this landing page ended up influencing the global campaign due to its clarity for the customer. The educational copy that aligned with the global "GAMECHANGER" campaign increased engagement, met internal business requirements, and integrated the tone and voice in an exploratory style.
What I'd Change
The internal requirement to include each feature name in the blue button call to action visually crowds each button as well as creating redundancy. I would have preferred to have removed each of the feature names from the buttons and maintained a three-word call-to-action for additional consistency and urgent emphasis.
