David, Goliath & Goji Mobile

Goji Mobile wanted to change the way consumers shopped for cell plans. No pushy sales people. No bait-and-switch tactics. Just a hassle-free process for finding cheaper plans, with great coverage, through their user-friendly app.

As a brand spankin’ new startup, Goji needed help validating their value propositions and messaging.

Our work kicked off with tons of research, voice-of-customer data mining, and a solid creative testing framework.

I worked closely with the Goji team, our paid and CRO teams, as well as our creative and web designers.

I developed a David vs Goliath narrative, pinning Big Cellular as the bad dudes and Goji as the truth-telling underdog that ultimately drove thousands of installations while keeping costs in a healthy place.

After seeing the success of the underdog dynamic play on out on social, we kept it going throughout the home page.

Working closely with the CRO team and our UX designers, we created a new page that called out Goji’s best features (and bennies) while keeping their value props front-and-center.

When it came time to revamp Goji’s app store listings, our UX research led the way. 

We prioritized features and UI imagery that users raved about and threw in some social proof from our new friend Nancy.

After rolling it out, we saw a 21% increase in installs.