Goal Provide a ride type for every reason, even when passengers are dressed to the nines. To do so, 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 comms, including the in-app copy, blog post, and the launch announcement email. I also templatized our launch materials so they could be used for dozens of Lux launches in more cities nationwide.
Results My passenger-facing launch email boasted a 35%+ open rate, ranking in the top quintile, and Lux has been launched in dozens of additional cities nationwide.