RE-ENGAGEMENT PORTAL

Re-engaged with users with clear and motivating content design to recapture their attention and increase re-engagement rate by +161% for an enrollment flow.

OVERVIEW

Role

Staff UX Writer

I did the content design and copy for the re-engagement portal where users can come back to the enrollment flow, engage with their personalized data and product benefits to increase conversion.

Goal

Encourage users to return to the enrollment flow, view the benefits of the product, and continue enrollment online or by calling a debt consultant.

Impact

  • 161%+ increase in long-form reactivation rate

  • Long-form activation rate 71% vs. 27% control (+44% over control)

PROBLEM

How might we re-engage users and motivate them to continue their enrollment progress before dropping them back into a 50+ screen flow?

When prospects dropped out the debt relief enrollment flow and came back via email, they re-entered the 50+ screen flow without being reminded of their progress, debt information, and the value props of the product.

PROCESS

Focusing on principles

Clear

• Design content so users had a clear reminder of where they left off in their progress to create a debt plan and the product’s benefits

Connected

• Make sure content is clear and concise so people quickly understand how debt consolidation helps them

Human

• Write content in a optimistic and empathetic voice to encourage users to continue to sign up

How I worked

Collaborators

• UX designers
• Product managers
• Developers
• Legal & compliance officers

Work I did

  • Collaborated with designers and product managers

  • Content designed each step

  • Wrote the microcopy

  • Refined copy with legal & compliance

Skills/software used

• Figma
• Miro
• Divvy (legal & compliance tickets)

Iterations

• What one iteration looked like before I condensed the copy on mobile, added clear headings and added value-focused descriptions

• From the beginning, I wanted to introduce specific CTAs to reassure users of what came next

Final screens

  • Content designed each step so users understood the benefits & options of continuing enrollment

  • Wrote the microcopy, including headlines and CTAs so users understood the product value

  • Set user expectations via specific button text

  • Used actionable and motivating copy to encourage users to move forward, including CTA “Let’s start!”

  • Refined copy with legal & compliance

OUTCOME

Before

Lack of clarity in re-engagement experience

❌ Users were confused about where they left off in the enrollment flow

❌ Users may have forgotten the value props and lacked trust with the brand

After

Clear and motivating re-engagement experience

✅ Clarified where they left off in their progress

✅ Motivated users to continue through encouraging and empathetic language

✅ 161%+ increase in long-form reactivation rate

✅ Long-form activation rate 71% vs. 27% control