About the project
Some background:
Posture affects people in many different ways
Upright is the world-leading posture trainer, that attaches to your back and vibrates when you slouch, using biofeedback technics.
Research shows, that good posture can prevent back pain, have a positive impact on your confidence and even help with pre-existing conditions.
The challenge:
Increase
brand trust
and awareness
We identified that some of the potential users were not sure whether Upright products could help them with their specific issues, hence they were seeking solutions elsewhere.
The target was to showcase how Upright products address the different pain points.
Important sections
01
Top banner
Includes an image from the video ad (changes accordingly), a statement relevant to the user persona, and a CTA.
02
Product intro
Showcasing the app with the product, to show its small size, a quote from the CEO & some features.
03
The video
The full video from the ad that led the users to the LP, with a selected quote that emphasizes how Upright relates to their specific pain point.
User personas
01
Sedentary Worker
The (Home) Office Worker.
They get so focused on work, they forget all about posture.
02
Appearance focused
They know that their posture is an issue.
In many cases, their poor posture makes them feel insecure.
03
Health-Conscious
They have a sore back and neck.
Sometimes even deeper problems, like bulging disks.
(Not addressed as part of this project, as this persona needs less convincing).
Full page example
User persona-based landing pages for Upright
UX | UI | Prototyping
Anthony
Anthony is a combination of personas 1 & 2:
He sits at his desk a lot while editing photos and cares about his appearance.
In his case, we emphasized a message of hope and enablement.
The secondary message is about the size & discreetness of the product.
The process
Data analysis
The three
user personas
A CRO company working with Upright conducted user interviews and analyzed them, as well as product reviews, CX tickets, and more.
In collaboration with the Upright marketing team, three main pain points of the potential users were identified.
Creative assets
Trust and
a sense of value
Three testimonial videos were shot, each one addressing a different aspect of using Upright products.
The main focus was on users that do not yet experience pain, based on the preliminary user research.
The videos were used as ads, and accompanying landing pages were created to support the funnel.
Erin
Erin is a representation of persona #2:
She is not sitting a lot but feels that good posture boosts her confidence.
In her case, we emphasized a message about confidence and standing for long periods of time.
Shannen
Shannen is a sedentary worker (persona #1):
He's working from home and forgets about his posture.
In this case, we wanted to add reassurance, that with Upright they will not have to worry about posture during their busy day-to-day activities.
