CLIENT

Wedtexts

Wedtexts is as a SaaS app helping couples communicate with wedding guests through text messages that can be scheduled weeks in advance. While they were getting a fair amount of traffic to their page, they needed help converting that audience into users. In addition, they were launching a mobile app that needed to create the same easy experience their users were familiar with on their website.

Branding / UI Design / Usability / Content Strategy

TEAM

Kat Ingalls, Glitchcraft
Design – UX, Visual

Caleb White, Wedtexts
Hustle – Writing, Promotion

Nay Tun Thein, Wedtexts
Development – Web, Mobile

TOOLKIT

Strategy
Google Analytics (site/app audit), PowerPoint (user journey), Google Docs (UX copy)

Design
Adobe Illustrator (logo/brand elements), Sketch (web mockups)

Development
Mailchimp (template + scheduling)

Challenge

Opportunities Identified

A homepage that converted the traffic that they were already receiving into paid users
A user journey that managed leads in a way that focused more on helpfulness and less on sales messaging
More paying customers to take the business from barely-in-the-black to profitable and sustainable

Design Process

Referral Strategy

While brainstorming ways to increase the number of Wedtext sales, I had an insight about the unique situation of not being able to leverage repeat sales, as so many other SaaS businesses do. So instead of trying to increase average user value through individual user retention, I recommended having each user bring in other users – through a referral program.

This shows the process of ideating options specific to Wedtext’s unique challenges and users. Ultimately, I recommended the “$X off” model, since it would have the longest lifespan for referring users. The other models only appeal during their use of Wedtexts, but not after.

Referral Design

I gave specifics for reward amounts, messaging triggers, and UI recommendations to the developer for implementation into Wedtexts’ website and app – including a recommendation to have an easy-to-remember personal referral link for easy sharing. Copy for website and emails to both existing and new users were provided as well.

Impact

When starting, Wedtexts was having trouble resonating with its target audience. While they were getting traffic to their site, it wasn't resulting in conversion.

THE FINISHED PROJECT:

Homepage that converted 300% more purchases than over previous period (“Place an order”)
Increased user retention for trials and subscriptions, with a 600% increase in app usage (“Create Wedding”) over previous period
Visual design that resonates with users with an updated brand and UI system across web, email, and mobile app.

Deliverables

STRATEGY

Guest post content strategy
Referral program architecture
UX copy edits (web, email)
Mailing sequence content strategy

DESIGN

Brand update
UI elements
Web mockups (homepage, dashboard)
Email redesign
Presentation template

DEVELOPMENT

All credit goes to Wedtexts for final implementation! (Ney for dev + Caleb for marketing, details above)

“I loved the thoughtfulness and creativity of working with Kat. She is able to quickly grasp new and different concepts, create amazing digital assets, and tie everything back to measurable business goals.”

— CALEB WHITE, WEDTEXTS