AFTERPAY / MESSAGING STRATEGY, COPY DIRECTION + EXECUTION
UNLOCK THE BRANDS YOU LOVE
One of Afterpay’s most profitable products is something called “single-use payments.” It’s a virtual card Afterpay generates so customers can pay over time when they shop certain brands in the app. It’s also not appealing at all as a customer-facing term. The real magic of single-use payments is what it allows customers to do, and that is to pay over time at brands like Target, Amazon, and Walmart. The previous messaging framework left much to be desired, and our problem was two-fold: 1) make the benefit of paying over time at these brands clear and 2) demystify the single-use payment process, as we had seen a drop-off in customers when they reached checkout.
I developed a new messaging framework that highlighted the unique access Afterpay provides to these brands, with the hope of getting people out of the landing pages and into the app.
Before
The original messaging framework spoke to the breadth of items customers could purchase, but that wasn’t the true benefit. Our users care most about the brands they can Afterpay.
After
A look at the updated messaging framework, which prioritizes the brands customers want to shop.
The below mocks live in our internal product toolkit so creatives can see how messaging and visuals come to life.
Before
The SUP checkout flow may be confusing for customers and we saw a sharp decline in activity once customers reached that point.
After
The updated How It Works module provides more detail, paired with clear UI screens to walk customers through the process.
LAUNCHING SINGLE-USE PAYMENTS IN THE UK
I brought my messaging framework to life for Clearpay, our UK counterpart, leading overall copy direction and working with our partners across the pond to ensure a smooth launch. We saw an immediate 18% product adoption rate, surpassing our 10% target.
