Provided content strategy and created internal guidelines to help teams develop strong POVs on terminology. Worked cross-functionally to plan, edit, and create strategic content for consumers. This included notification copy, in-app copy, cross-product copy(Google Maps), and copy for the web. Content matrixes included a11y copy and notes for translation.
01
Football Challenge
Background: We launched a reusable collectibles campaign in the app because of research proving the success these kinds of campaigns had in driving retention and virality.
Problem: While these kinds of campaigns had success in other regions, we needed to find out how users responded in our region.
Goals: Drive retention, virality, and engagement in the Google Pay app.
Approach:
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Create a journey not just collectables: A few rounds of play resembles real-world football game-play.
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Be culturally relevant and timely: We built on existing national excitement for football. 72% of people in the US are casual-avid sports fans.
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Delight through art and fun facts: We made sure each action tied to a football play concept.
Testing: We found a retention uplift in for users who interacted with the game and engaged in a feature as well as increased feature adoption.
Challenge: In light of press at the time, we learned that a incentive-led approach, "earn up to $70," could be misinterpreted as buying users.
Changes: We changed our call to action from "The Football Challenge is here! Earn up to $70" to "Down. Set. Hike! Tackle our new challenge [football emoji]" to prioritize the contextual value of the merchant offer.
Press: Google Pay kicks off ‘Football Challenge’ w/ $25 reward, up to $45 for referrals
02
Guidebooks entry point
Background: The Google help support system, "Guidebooks," provides support for the Google Pay app.
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Problem: There wasn't an easy way to access the help center content from the app.
Goal: Add a "Guidebooks" link under the "Help & feedback" tab.
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Approach: We added a sub header, "Quick lessons to help you get the most out of the Google Pay app," to give context to users about what guidebooks is below the link title.
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Learning: Post-launch, the link consistently averaged 180 click per day.
03
Guidelines, audit, and terminology work
Comms Content Strategy: For stakeholders on how to work with Content Strategy when writing and submitting copy for review.
Competitive Offers Audit: Reflects on the copy in the current offers market across three apps; Ibotta, Flipp, and coupons.com.
"Deals" vs "Offers" Terminology: Synthesizes previous research and decisions on terminology to inform future research or decision making.