CONTENT DESIGN • UX WRITING • WEB COPYWRITING
Launching a new family messenger
Meet HeyFam — the first messaging app designed for families
Summary
Staying connected is easier than ever with HeyFam. I led messaging, positioning, and go-to-market strategy for the initial launch out of beta. This included creating content for web, email, social, and app stores.
Skills + Tools
• Content strategy
• Copywriting
• Product storytelling
• Competitive analysis
• User research
• Messaging / positioning
• Brand strategy
• Go-to-market strategy
• Figma | Miro | Notion
Team
• Myself
• Product Manager
• UX Designer
• Marketing team
Hypothesis
Updating product messaging and creating new content will help educate users and increase download rates. And, optimizing this content for search engines will help decrease acquisition costs.
Process
As a team, we kicked off this project by analyzing feedback from beta users and conducting competitive research. Based on this information, I designed user personas, wrote customer-facing copy for landing page and app store updates, and created internal documentation.
Throughout this process, my goal was to simplify technical language and highlight the most compelling features for new users.
Results
The new web landing page and app store copy increased app download conversion rate by +160% in less than 30 days.