Approach

To start, I determined the goals, opportunities, and constraints for both the user and the organization.  

The organization wants the user to download the app, while the user wants a way to stay informed about their preferred sports teams.  Underneath this initial user goal, however, is a desire to feel like themselves again–before they were tired and stressed from parenting and working so much.  This is the primary user pain point.  Also, the prompt mentioned that the user is very busy, so the journey must be concise and efficient.  

For the organization, opportunities for this experience–beyond the initial app download–include future in-app purchases, ongoing user engagement and loyalty, and more customers (if the user recommends the app and leaves positive reviews).  For the user, the opportunity is an increased sense of belonging (a key motivator for sports fans), more joy, and less resentment toward family and work obligations.     

Next, I used Torrey Podmajersky’s conversational design exercise, which involves mapping out the user journey from intention to desired result, and role-playing the dialogue between user and application.

Rationale

Headline

“Never Miss a Play Again”

While a promotional screen is essentially an advertisement (which can be viewed with disdain or annoyance by users), I hypothesized that the user was targeted with this screen after Googling “sports apps” or even “(favorite team) score/game highlights”--and is somewhat aware of their need for this product.  Therefore, I chose to catch their attention with an intriguing headline that targets their pain point–missing out on something they love.  

Body Text

“With ScorzApp, you get real-time score updates, highlight videos, and game reminders for all your favorite teams.”

Because I didn’t necessarily answer the “what” in the headline, the body text needed to immediately communicate features and benefits to the user.  Also, the phrase “your favorite teams” triggers positive emotion via memories of (and associations with) camaraderie and belonging.  I kept this section short and to the point, since the prompt indicated that the user is very busy and stressed.  

CTA

“Get The App For Free” (with buttons for iOS and Android pathways)

The CTA is the most important piece of microcopy for this project, since it’s the only opportunity for conversion.  I chose this text and format (after fiddling around with it for a while) for the following reasons:

• “Get The App” communicates value (what the user gets)–versus “Download The App,” which confronts the user with an action they need to take (feels like work)

• “For Free” provides additional specificity to make it more relevant to the user, who may be wondering, “what’s this going to cost me?”  I chose “For Free” instead of “Free App,” because it sounds more like the user is getting a deal–versus just getting something of low-value.

• Including the two download pathways might seem controversial, but in empathizing with the user, I thought it would be reassuring if they were wondering, “does this work on my device?”  It also tells the user that they won’t be taken to a third-party website, but directly to their app store (reduces friction), and the highly-recognizable logos lend legitimacy and social proof.  

Design Considerations

While I won’t pretend that I’m a talented UI designer, I did try to maximize readability with high-contrast colors, sans serif fonts, and adequate white space.  I felt that the photo was essential to evoke emotion and excitement in the user (although it could potentially become a point of friction if the user doesn’t like the team or player in the photo…).

Takeaways/Analysis

Exercises like this really highlight the importance of empathy in UX writing/content design.  

Without much thought, one  may just assume that keeping up on sports stats is a superfluous hobby.  But, drawing on my own experience with friends and family who love sports (unlike myself, who prefers reading novels and watching fantasy epics)--specifically my football and baseball-obsessed boyfriend–I know how much emotion is wrapped up in it.  I’ve seen him shed tears over disappointing games, and literally jump for joy after a win.  It’s not just a hobby, and offering great user-centered design and content requires that understanding.