Pampers

Creative directed UX copy and content systems for Pampers Club app

I owned UX writing for the Pampers Club loyalty startup app.

Partnering with designers and developers, we took it — within a year — from a bare-bones functional app to an app with over 1 million users successfully engaging with it.

Strategically incorporating Pampers brand, website/blog, and promotional messaging into the app while keeping our sweet in-app user journey flowing smoothly was also a key priority for me.

Along with working heavily on other Procter & Gamble brands such as Tide, Gain, Fixodent, Clearblue, Olay, and Old Spice, I wrote and concepted for multiple other Pampers-related projects.

The Pampers Club app is based on earning Pampers Cash or points for scanning codes found in diapers and wipes packs. One of our tasks was to add a complex, new bonus incentive program in the US market to increase scans while not putting our users through UX/UI hell. ⬇️

I owned end-to-end UX writing. And while I’m particularly fond of nailing the onboarding experience, here’s just a little note on error messages because I especially like them: they can be make-or-break deals in the user’s journey. They need to be succinct to help the user easily solve the issue so they can get back to what they were trying to do in the first place. Seems like a no-brainer, but aren’t you sometimes surprised at how unhelpful error messages are when you have trouble with an app?

Sometimes, error messages need to include more explanatory information than can be covered in the ideal amount of 4 or 5 words.

I condensed complex messages to help users solve app and account issues. ⬇️

The Pampers Club app Parenting feature

The Parenting feature was a major initiative to create daily engagement with the Pampers Club app and add more value for members.

This feature included specially-created YouTube video content created in collaboration with Thrive Global, and a Childbirth Education video series. Based upon the video ideas, I came up with a concept for a sub-feature I called Baby Steps. I wanted to help parents feel safer. I aimed to address the concerns parents from all over the world—in each country and culture— have about their baby’s development.

Baby Steps was well-liked by Pampers Club members and notably helped Parenting feature in increasing app traffic.

Also, as a cornerstone of the Parenting feature, we tapped into the Baby Development Milestones content that’s published on the Pampers website. I collaborated with our agency’s Content team to make the Milestones app friendly. ⬇️

Landing page copy

I wrote many different landing pages for a special Pampers promotions. I was given extensive data and research findings from P&G about the products. With this, condensed the information to communicate key points in an easy-to-consume way to make the audience of parents feel confident and safe about using Pampers products. ⬇️

View my copy for the landing page in this Google document.

Emails

When I first dived deeper into crafting emails for Pampers, we’d been averaging 10-15% open rates. After taking initiative to get user data from Pampers, I wrote emails with subject lines and preheaders that helped us hit 18-25% open rates. Click-through rates went up 2-3% too.

Below are some sample email (+ SLs and PHs) drafts I wrote. These lines increased audience engagement and met our business objectives while staying aligned with the style guide and tone of voice. ⬇️

Articles galore

Review this article I wrote about a medical condition mothers sometimes get called mastitis. As you might imagine, Pampers corporate has stringent rules about the information sources writers can use and about giving medical advice. While adhering to the rules, it’s also key to ensure the readers are well informed and feel confident and encouraged. Each article goes through an extensive, multi-phase review before it can be published.

Fourteen of my articles reached top open-rates as well as read-through rates.

My article topics ranged from from health and medical matters to product and miscellaneous parent interests such as baby names.

Here’s another article for your perusal ⬇️ It’s about potty training which is surprisingly—or not surprisingly—full of technical details!