Verizon Up Local Offers
While improving the content design and UX writing of existing rewards, we also developed new rewards and features, including Local Offers.
Local Offers are white-labeled local dining and activity discounts available across North America. These perks that can be used as often as customers like, unlike other types of rewards that have to be earned and can only be redeemed monthly.
The UX copy provided by the vendor presented challenges:
Its voice and tone was nothing like the Verizon Up program.
It didn’t follow readability and scanability best practices.
It was just too wordy.
Luckily, I was able to revise and redesign the content.
Before and After
User Testing Local Offers
I also worked with the project stakeholders and our research team to find the best name for the new reward. (Naming previous rewards was internally driven and marketing focused; customers were not necessarily put first.)
After some quick competitive research and Google Trends comparisons, I settled on three label options and our researchers ran a remote card-sort test. I predicted that “Local Discounts” would win…because that is what we were providing. But, customers preferred the broader “Local Offers.” It was familiar; they had seen it on mailers and used by other companies.
As long as we were listening to our customers, I was happy to be wrong.
