Project: WingScanner is a new low-cost airline. They’ve just developed a new feature where customers can pay an extra $20 to use special security lanes and skip long lines at security. I was tasked with naming this feature, introduce the feature to customers, and attempt to sell it to them within their checkout. This was a project for the UX Writing Hub’s UX Writing Academy course.

Scope: The product name, all copy on this page, and the method of introducing this feature to customers.

Contributors: The designer had written an initial mockup including copy. As a background to my modal, I used a shared Figma resource. I did all work on copy and design of the final modal.

Problem: The copy provided was too wordy and did not clearly and concisely describe the feature and its benefits.

Goals:

• Name the feature
• Create clear copy to describe the feature and sell it to users
• Decide on a method to deliver this information within the checkout process without losing customers

The original screen provided by the designer

My final screen

Solution: I researched several airlines which offer similar features including Ryanair, Easyjet, and Wizz Air to better understand the feature and how competitors have approached the concept.

I chose to deliver the information through a modal which would open at the end of checkout. Because the checkout screen is still visible behind the modal, it keeps the users aware of where they are within the process.

I went through multiple iterations of the copy to find the copy that accomplished the following:

• Clearly state the benefits of the feature without making any false advertisements
• Mention the name multiple times to reinforce it for returning users
• State the price of the feature
• Create clear CTA’s that did not attempt to shame the user into purchasing the feature

Results: Because This was a project for class, I was unable to test or collect feedback on this project.