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

Sales Funnel Audit

The secondary call to action on the homepage (after “trial”) was to sign up for newsletter. As is common practice, an email sequence was being used to increase brand awareness and initiate engagement with potential users.

This is a snapshot of the initial sequence being sent, with recommendations to improve conversions.

Sales Funnel Redesign

Key recommendations from the audit were:
(a) Increase consistency – especially with regards to sender’s name, to facilitate building trust
(b) Have more empathy for users’ lifestyle – giving people more time between mailings to process information and help improve recall
(c) Focus on helpfulness instead of “mail for mail’s sake” – having a clear value and action for each email being sent

Email Styling Redesign

I updated the visual design of the emails to improve readability, used the new styling designed to resonate with Wedtexts’ target audience, and gave a more modern and professional impression overall. I also created templates in Mailchimp so that the team could use the format consistently in the future.

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