Benefits of Packages
Making users understand what the benefits of the feature is and incentivising them to opt in.
We offer "Packages" for discounted rides as well as for a certain amount of kilometres. Packages make you save a certain percentage on each ride you take with Careem. The problem was that users didn't understand the exact benefits for purchasing a package and this likely made them not buy packages.
Working with the designer and the Project Manager, I had to review the current copy and make suggestions that could possibly make the feature more attractive and easy to understand. What was missing? What could be said in a better way?
As it initially stood the copy wasn't consistent ("Discounted rides" vs. "Ride package"), the button copy wasn't contextual, it wasn't entirely clear how much you were saving and "Terms and conditions" sounded way too formal and scary in a way.
So I made a few changes. I changed the savings amount from an actual monetary amount to a percentage. This is because if the ride you're taking costs less than the amount you're saving you technically miss out on a monetary value of savings.
Changed “ride package” to “Discounted rides package” to be consistent with the language that is used elsewhere on the app.
The title and the body copy of the message was essentially a repetition so I amended that.
I removed the bit about the "Terms and conditions" and rather informed the user how they could "Learn more" if they needed to do so.
Changed the CTA from "No,thanks" to "Back to ride" since the former could perhaps make the user guilty for not buying a package, saying "Back to ride" could make the user feel like it's just business as usual and they don't have to stress about their decision not to buy a package.
The two screens are below. The initial state (on the left) vs. after my first suggestions (on the right).
Met with the designer and my manager to discuss what further improvements we could action.
The designer had some issues, she thought it should rather say "Continue with booking" than "Back to ride". She also thought that "Buy a package" sounded too committal. She also didn't see the need for the "Learn more" explanation. My manager agreed with me that "Back to ride" makes sense but agreed with the designer about not having the "Learn more" part.
I suggested that we change "Buy a package" to "View packages" so that the user doesn't feel like he/she is committing to a purchase. I removed the "Learn more" stuff and amended the copy a bit to include the fact that there’s a variety of packages to choose from.
The designer felt like we didn't need the word "variety", I agreed since it wasn't the simplest language, taking our service areas into consideration. She argued that it shouldn't be "Back to ride" but rather "Continue with booking" since the booking wouldn't be complete at that stage. I agreed to change it if she changed the designs so the longer CTA could fit better.
Iteration 2 (left) and Iteration 3 (right) are below.