App Stores

Overview

Business Goal

We'll know we are successful in the long term if we see an increase customer acquisition and word of mouth (WOM). In the short term, for this phase, we'll measure success by an increase in App Store views and an increase in App Store Downloads.

Previous App Store Strategy

The App Store listings are focused on the Homeowner – our free user. These users are the ones providing the most Encircle friendly ratings and most public WOM.

User Problem Statement

As a restoration contractor, a paid business user, I’m not sure this product is for me. The referral someone gave me must be wrong or I must be looking at the wrong app.

Core UX Principle

Humanize. Making an impersonal app store listing more personal.

UX Details

Voice and Tone

The marketing UX team decided on a super-friendly and a bit sassy voice. Here is a sample:

“Finally. After years of searching, the app I’ve been looking for. This does everything I need on multiple platforms”. Can one app inspire so much love? If it's Encircle, it can! How? Our app is a home inventory app, field documentation app, and an insurance productivity tool. So whether you’re mitigating a loss, managing a claim, or creating a home inventory, we got you covered.

Look and Feel

The marketing UX team decided on stay on brand-ish from a look and feel perspective. They relayed on the voice and tone to add a more human touch. The app store pages are the middle ground between the marketing website and the product. The website was more formal in approach since our insurance company partners need to know we aren't taking sides with the restoration contractors. The apps are much more friendly in the way they guide users through their workflows.