01 — Project details
You're officially a playtester!
Our goal was to support the launch of the KiwiCo App with an email campaign inviting active KiwiCo Labs members to download the app and provide feedback as "playtesters."
For the App Store description and overall app positioning, our goal was to position the app as a companion to the KiwiCo Clubs experience and a way to enhance your monthly crate experience.
02 — Creative process
An app you can trust
I wanted to approach the app as something kids would be genuinely excited to engage with, and a component of the KiwiCo brand that parents would feel good about introducing their kids to. By positioning it as a way to go "beyond the crate" while still centering on learning, all while bringing "playtesting" to the forefront (something we allude to during our crate quality check process), I was able to help our customers adapt to the new product quickly.
500
playtesters signed up
8
competitors referenced
38
total hours of meetings to discuss app messaging
5
last-minute changes