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Launching Lyft Lux

Goal Lyft needed to launch a black car service that appealed to less price-conscious passengers while maintaining the Lyft brand. 

Role I served as lead writer for all passenger-facing pieces, including the in-app copy, blog post, and announcement email. I also created templates out of our launch materials, so they could be used in additional cities.

Results My launch email had a 35%+ open rate (ranking in the top quintile), and Lux has been launched in dozens of cities nationwide.