New Driver Onboarding flows and the scripted happy path for the chatbot

Senior Copywriter and Strategist - Audience: New Drivers. Tasked with: Creating friction-free UX flows to onboard new drivers, available in their app and on their site. Collaborators: Design, Product, Strategy, Analytics, and Engineering. Impact: The First Trip To Office (FTTO) onboarding flow increased new Driver adoption by >8% within 6 months of deployment.

Strategic proposal: I identified an opportunity to reduce operational costs by proposing, scripting, and launching their first customer support chatbot. Impact: Customer Support demand from drivers decreased by >7% in the four months following the Chatbot launch in select North American cities, and saved $500k+ in operational costs initially budgeted for Customer Support expansion.

Although difficult to read due to the breadth of information, I wanted to illustrate what six months and a learn-as-you-go approach looked like to launch this pilot.

It took six months to soft-launch the pilot.

For the first two months, I studied conversational design, psychology, and linguistic persuasion. Then, it was 4 months of iterative script writing

I knew my audience, understood their mindset, and reduced the friction that was keeping them from their goal. And it worked.

-Shown is a partial image crop of the overall UX and copy work for the project.