UX Copywriting
On-Platform Transaction Feature Awareness
Partnered with the UX and Development teams to author copy highlighting the new on-platform transaction functionality on QVC+ and HSN+.
On-Platform Email Acquisition
Researched competitor email request fields and authored prompts for new users to create a platform profile. The resulting email list was then provided to internal marketing teams for future stunts.
The Consumer Insights team provided several customer concerns this copy was intended to address:
What subscribers could expect to see in their inbox.
Why was a secondary email authentication required on devices like Roku, Fire TV, etc.
The ability to quickly and easily unlink your account.
On-Platform Email Acquisition - Authentication Pathway
Once an account has been created, users progress through a typical email authentication pathway. Since many QVC+ and HSN+ users are QVC and HSN customers, this email pathway copy was heavily based on the QVC.com and HSN.com authentication processes so that information requests would feel familiar and intuitive.
Partnership with the Customer Insights team also highlighted that QVC+ and HSN+ customers, though older, are more tech-savvy than expected, and would understand how to use a “magic link”—a link triggered from their TV and sent to their phone. This enabled us to simplify our process and write standardized copy that did not have to account for unique streaming affiliate requirements.
“Mini Moments” How To
This project aimed to instruct the current user base on how to use the new “Mini Moments” feature on QVC+ & HSN+. Mini moments are short, easily shoppable clips featuring high-demand items on QVC.com and HSN.com. While the majority of the QVC+ & HSN+ streaming service focuses on long-form content, these snackable bites were intended to mimic the viewing patterns of Instagram Reels and TikTok Shop.
Using consumer insights data and competitor research, the following details were deemed high-priority:
Explaining how to “swipe” to continue watching for users who might not be familiar with this action
Explaining how to access the product details, thereby leading them through the funnel to the shopping experience.
How to Shop
This project aimed to simplify the shopping experience on the QVC+ & HSN+ platform. Since there are multiple ways to shop on the platform, including on web and mobile, button copy needed to accurately describe customer options.
Partnering with the Customer Insights and UX teams, multiple copy options were placed in front of a user group to determine their expected outcomes with each. Using this data, copy was finalized and moved to production.
On-Platform Content Email Gating (2023)
Partnered with UX Design team to author copy explaining the QVC+ and HSN+ streaming service email gating implementation. The goal of this initiative was to capture emails for marketing purposes, while simultaneously demonstrating:
The key differentiators and value prop of the QVC+ & HSN+ streaming service.
That users would not receive spam mail.
Apple TV App Store Brand Page
Partnered with the UX Development team to accurately highlight the new on-platform transaction functionality and highlight key brand value propositions.
QVC+ FAQs | Owned & Operated
Authored FAQ section for QVC.com landing page to educate customers about the new QVC+ and HSN+ streaming service.
