The many phases of a new app

Building a new app takes a lot of time and a lot of people. There are meetings on meetings. Collaboration. Rehashing. Rethinking. There are engineers, product designers, creatives, CEOs. It can be a long, dedicated process, and the new Lyft app was no different. I worked with teams across the company to ensure our launch went smoothly and sent the right message: We’ve designed a new, intuitive app with you in mind.

First, we started with a priming email for existing users. We wanted to create excitement and give them a heads up that the app would be notably different.

The priming email led to an informative landing page. This provided more details on what was to come, and set the tone for an easier-to-use app—with that same Lyft magic.

Finally, we sent a launch email when the app was live, giving users a reminder rundown of how the new app would work. The same line of excitement and tone was woven throughout all comms.

Additional comms include in-app instructions and an iteration of the launch email for new app users.