Content design for Scapia: a credit card for GenZ travelers
The Product: Scapia is a credit card with travel rewards. Users earn coins on credit card spends that can be redeemed to book flights and stays on the Scapia app. Featured below are some of my copy, brand and content work that helped launch and scale the product to 200k+ users.
An overview of my content contributions for the product
Project samples
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Brand messaging & value proposition
Clarifying the Brand Value Propostion
A travel product at heart, Scapia's tagline had to resonate with the consumer's conflicting desires of wanderlust and financial prudence. The product targeted salaried GenZ travel enthusiasts, giving them a practical shot at bringing their travel dreams to life. The brand messaging leaned into this 'pragmatic wanderlust' narrative of indulging the adventure responsibly.
Clarifying the value proposition early-on helped connect the product's offer to innate customer desires.
We help ___________________ __________________________,
by ____________________________,
so they _____________________________________________.
the target audience
desired outcome
required action
achieve a dominating conscious desire waiting to be met
We help ________________________________ __________________________,
by ____________________________________,
so they ___________________________________________________.
salaried GenZ travel enthusiasts
travel more & travel better
earning travel rewards on credit card spends
have the freedom to explore the world & savor new experiences
The card that takes you places
Image source: Google Play Store
Approach
As is the case with every new product, the launch screens were a crucial touchpoint to introduce the value proposition and benefits. The goal was to communicate the benefits and address common objections a user was likely to have while signing up. The narrative focussed on connecting the product's 'what' to the user's 'whys', while addressing hidden objections ex: skepticism around hidden charges, insurance and credibility of a new fintech product.
Launch Screens introducing core features and benefits
Final copy:
Building the Brand's Voice & Tones
A crucial part of a brand's identity, the voice helps define how we wanted to be perceived by the customer.
Scapia's brand voice had to reflect the product's values and mission, while striking an early chord with the user's need's and emotions.
The Brand Voice
After brainstorming the brand's core characteristics, we arrived at the 'Dad friend' – one who's experienced, reliable, practical and enthusiastic. They look out for the best opportunities, are grounded and respect everyone's decisions (even when they know better!). They embrace their wanderlust, while remaining financially responsible.
Tones of Voice
Brainstorming Voice characteristics
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Voice Chart inspired by Torrey Podmajersky's Strategic Writing for UX
Tone explorations for a critical KYC verification flow:
Reassuring, Formal
Candid X
Playful mascots X
Functional
Human, Offline-like
Dreamy, Wanderlust
Reassuring, Playful
Information architecture
Card sorting experiments with our target user group helped formulate the information architecture which priotized:
1. Ease of navigation from one task to another
2. Discoverability of critical and frequent tasks
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UX copy for critical user flows and scenarios
Guiding principles for the UX copy
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Respond to User generated error with Empathy & Guidance
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Respond to System generated error with Accountability & Reassurance
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A framework for crafting error messages:
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Clarify what's happened
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Why it happened (if applicable)
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What the user can do next
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Samples of final copy
Loading screen for flights
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Payment confirmation
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Travel trivia as screen loads
No search results found
Flight cancellations
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Mandatory KYC verification
Eligibility confirmation
Payment overdue
Go-to-market plan for marketing assets
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Launch Video
The Brief: A video sales letter introducing the brand and core features to potential customers ahead of product launch. The script needed to drive curiosity and clarify the product's value to curious prospects. The video needed to be repurposable across channels, while appealing to the unmet travel needs of GenZ target audiences: the ability to explore new places while being financially savvy and responsible.
Approach: The narrative addressed the customer segment directly, focusing on the internal conflict between the emotional wanderlust and the logical financial disciplinarian. Using the PAS (Problem, Agitation, Solution) copywriting framework helped set the stage for the product and its core features.
Draft Audio
Gamifying travel reward tiers for the card
Users could unlock bigger, better travel rewards on milestone spends on their cards. Each tier had to set and fulfill unique travel perks, inspiring them to explore an aspirational tier to grow into.
Evolution of user expectations over time
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Impact
Clarifying the value proposition and anchoring the marketing assets on user desires and apprehensions around travel helped launch and scale the product to 200k+ users. The product is currently in series A.