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Mobile App Content Revamp

The Invoice Generator app is a simple tool provided by Zoho Invoice for invoicing customers on the go. It’s a free app that anyone can use without signing up. The app’s functionality is limited to creating and sharing invoices and doesn’t save the details.

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The app’s 4-year-old design was outdated and clumsy. When the leadership decided to give the app a design overhaul, I made sure to update all the content as well.

Collaborated With

  • 1 iOS engineer

  • 1 Android engineer

  • 1 UX designer

  • 1 visual designer

 

Skills Used

  • User Research

  • Attention to detail

  • Improving user experience

  • Writing clear, simple copy

 

Audience

  • Freelancers

  • Small businesses

 

Onboarding Screen

The visual designer and I started working right from the onboarding screen. Since this is a simple app that requires no signup, we limited the onboarding to one screen. We decided that though the app is easy to use, it is best to educate users on how to use it.

Before

Screengrab of old onboarding screen with unehlpful text and a big, blank invoice template.

 Problem

  • The text only gives a vague outline of what the app does. This is unnecessary here as the user already knows this, which is why they installed the app in the first place.

  • The user is already on the Invoice Generator app. Is there a need to repeat the name?

  • What does the blank invoice template convey here?

  • There is no information on how to use the app. The user learns nothing new from this screen.

  • The brand name is not mentioned anywhere. This is important as users will not identify this app with Zoho Invoice.

After

Screengrab of new onboarding screen, with clear, helpful steps and a big CTA.

What I did

  • Tried out the app end-to-end and noted down the steps required to create and share an invoice.

  • Finalised the 3 steps after discussing and verifying them with the engineers.

  • Collaborated with the visual designer on how best to show these steps, trying out several different versions.

  • Used to-the-point messaging to convey the steps.

  • Wrote a header that reinforces the user’s expectation of what the app should do – create professional invoices easily.

  • Made the CTA stand out prominently so users can start right away.

  • Added a non-intrusive ‘Powered by’ line to meet business goals.

In-app Content

Once the UX designer redesigned all the individual screens, I got down to rewriting all the content - field names, CTAs, success and error messages, pop-ups, tooltips, and settings menu. Taking the example of field names, I've mentioned below the process I followed.

Problem

  • As the existing content was written long back, I wanted to revisit it and ensure they're as simple as possible.

What I did

  • Performed an audit of the entire app (including all 4 editions) by taking screenshots. With this, I made a list of problem areas and usability issues.

  • Got the list of text strings from the engineers, so I do not miss any edgy cases.

  • Analysed each text to see how it can be simplified. 

  • Removed old strings that were no longer used.

  • Replaced the term “Company” with “Business” to align with our primary type of users - freelancers and SMBs.

  • Provided suggestions to the UX designer for improving the user experience, like adding multiple items from a single screen.

Promoting Zoho Invoice

From a business standpoint, the main purpose of this Invoice Generator app is to bring more customers into our primary app Zoho Invoice. This is a comprehensive invoicing app that's also free but has dedicated modules for customers, items, invoices, payments, and more. We positioned Zoho Invoice to Invoice Generator users as an app that offers much more features. 

Before

Old screen with vague details and no real benefits outlined.

Problem

  • The text doesn’t grab the user’s attention and is rather generic. 

  • Using terms like “invoicing solution” and “more features” without talking about what users get  additionally, provides no value. 

  • The app they’re using now is also “quick, easy and free”. What more benefits does Zoho Invoice offer?

  • Doesn’t mention any strong point of selling to make the user try out Zoho Invoice.

  • The conversion from this screen was low.

Five review comments the app received, requesting different features.

Research

  • We wanted to find out what features, like saving invoices, most users wanted within the app.

  • I combed through the app’s Play Store and App Store review comments to see what features users have requested.

  • I also checked with the engineers to examine the support emails they’ve received.

  • Together, we zeroed in on the top 4 most sought-after features.

After

New screen highlighting the 6 benefits of Zoho Invoice

What I did

  • With the research data in hand, I used action verbs to list down the 4 top requested features.

  • Also included 2 most used features of Zoho Invoice to let users know that they can do a lot more than just invoicing. 

  • Discussed with the visual designer and finalised a prototype that can clearly depict these features.

  • Highlighted the term “Free” so users will not hesitate to try out Zoho Invoice.

  • Once this change was rolled out, we saw a sharp increase in the number of store listing views and a better conversion rate.

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