THE PROBLEM
Amazon was concerned that eTextbook users may not be aware of all the included digital study features and tools that help to enhance learning processes, and that adoption of these features could be key to growing eTextbook loyalty. To bridge this gap, my team’s approach was to develop a welcome message that could act as a guide to reiterating the values attained by the user’s choice for an eTextbook, while addressing common misconceptions about the cost savings, selection, and different methods/processes associated with a digital studying experience. 
 

THE SOLUTION
The creative was segmented into two versions with targeted messaging based on the user's consumption choices — phones/tablets and desktop/laptop computers — with additional dynamic messaging for rental and trial customers. Both versions included mobile optimization and displayed features relevant to the users’ preferred reading method. Features were given superlatives to help make the content sound friendly and approachable, and animations were used to show key functionality within the eTextbook interface. 

 

THE AWARD

2015 W3 Best in Show Award winner. See it here

 

THE TEAM

Art Director: Kathryn Alva

Designer: Kiersten Miller

Copywriter: Renee Meininger