Project Overview
Client:
Off the Ground Travel Co.
Creates luxury travel itineraries and books individual and group trips and excursions
Challenge:
Write copy for Member sign-up landing page,
St. Lucia trip registration landing page and light box pop-up for website and mobile app
Responsibilities:
Research
UX Writing
Brand & Tone
Personality
Tools:
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Miro
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Google Docs
Research
Content Audit
Evaluated the quality of the existing content including Social Media and website, Went over customer testimonials and surveys.
Interviews
Spoke to stakeholders and users for feedback on existing copy and what current and future goals are. Found out their input on overall brand and voice of the company.
Evaluate similar brands
Scoped out similar brands for ideas and research on user personas and direct audience the copy will be targeting.
UX Writing
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Labels above input fields for accessibility purposes (Ex. user may be using screen reader)
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Placeholder text to clearly communicate what belongs in input field.
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Clear CTA (call to action) button for conversion
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Concise and clear copy so user understands what to do. Ex. sign-up and log-in
Brand & Tone
Personality Traits
Brand First Words
Core Brand Voice Principles
Human Characteristics
Personality Traits:
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Impulsive but strategic
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Adventurous but likes to be in control
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Desire to feel free
Core Brand Voice Principles
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Whitty - "Back for some more travel fun!"
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Adventurous - "Don't know what's in the cave, but we're going in anyways."
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Inspiring - "You're next memory is just a flight away."
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Empowering - "We're here to help you explore the world. Who knows, you might just find yourself!"
Brand First Words
Whitty
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Travel
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Strategic
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Planning
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Adventure
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Safe
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Amazing
Human Characteristics:
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Playful
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Youthfulness
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Optimistic
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Surprised
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Humorous
User Persona
