Driving app usage with an instructional video
Situation
A mid-sized B2B company was interested in launching a B2C app for a complex insurance product. They needed to explain to users the benefits of the product and how the insurance coverage worked in-app with a quick, easy-to-understand explanation.
Approach
Lights. Camera. Action! As Orchid Strategy Group was working with our client to assess their app’s usability experience with consumers, we learned that users were confused as to how it worked. The insurance coverage varied based on time, day and driving conditions and this was preventing some consumers from completing the app sign-in. Our approach was to create a short, in-app explainer video to encourage set-up.
Solution
Orchid Strategy Group’s video development process saves time and money, as we collaborate with our clients to align on the strategy and creative prior to production. By identifying a clear story for our client upfront, we were able to entertain, educate and motivate our audience with a call-to-action to promote usage of the app.
We start with developing a creative brief that serves as the foundation for branding, strategy, value proposition, call-to-action and tone. Then, we write a clear and compelling script, a frame-by-frame explanation for the video’s audio and visual content. Next, Orchid assembles a mood board that showcases either the exact or comparable still-visuals with the purpose of gaining consensus for the look-and-feel. Finally, we are ready for production! In this case study, we created an animated video, but we have also produced videos with various combinations of stock video, graphics, original live-action, and other formats.
Results
Videos can be extremely valuable in telling your story, whether it is for internal information sharing or external marketing efforts; and, videos can drive engagement and recall with your audience because they incorporate moving imagery, text and sound. Our brains process visuals 60,000 times faster than text alone!* Please click on the link below to view our video that improved completed app sign-in by 65% during a pilot test launch, and feel free to contact us to see other videos that we have produced.
*Source: 3M Corporation