Relaunching The Entertainer app
UX Writing for the 2-for-1 app
The Entertainer is a Dubai-based international brand which was founded in 2001 and has over the years come to be known as a brand that offers unbeatable value across the Middle East, Asia, Africa and Europe, and now boasts a portfolio of 26 products across 40 destinations in 15 countries worldwide. Each product contains hundreds of buy one get one free offers for restaurants, spas, leisure attractions, hotel accommodations and much more.
I joined them as a copywriter to head their communications across all regions. My role included developing a new voice as they were looking to reinvent their brand, and working with the art directors and marketing and UX/UI teams to conceptualise and strategise content across various businesses and channels.
In 2016, they were in the process of completely transitioning their business from books to apps. This meant an overhaul of the existing app, rebuilding the product to make it the most user friendly app which in turn would convert offline/book users to app users.
We created an app that won App of the Year at the 2016 UAE ShortList Mobile App Awards.
THE TRANSITION AND REVAMP
The UX/UI/Tech teams along with the Marketing/Creative team came together to look at the app as it exists, and identified gaps and possible additions that would enhance the user experience.
We started by personalising the app, from the first thing you see when you launch the app like the home screen to adding user details all in one place with an element of gamification, we integrated all the things a user would like to know about their membership and usage to establish how this app was designed with them in mind and is for them in every way.
We added in details about their membership and introduced levels with avatars based on their usage. We organised and reorganised the content structure to make the app easy and fun to use.
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When the user launches the app, they’re greeted by name, and encouraged to save if they haven’t already or reminded of how much they’ve saved with a savings count.
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This message was dynamic, changing every time the app is launched, and specifically tuned for different categories of spenders.
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The big spenders saw more congratulatory messages, while the baby spenders saw messages that cheered them on, encouraging them to use the app and save some more.
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Within the profile section, a breakdown of the user’s savings appear at a glance.
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The user can see their currency or Smiles earned from using the app which they can use to redeem additional offers.
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And even see how they’re stacking up against family and friends who use the app as well.
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To make it even more fun to use the app and give users an incentive to save, we created interesting badges for different levels of savers that would unlock the more the user used the app.
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These badges could even be shared with friends and family on social platforms.
