Fable

Fable is an AI-enabled, kid friendly app that lets young authors write & illustrate their own picture books.

I strategized and wrote the copy for an A/B tested homepage that introduced Fable's brand to two different customer personas.

VERSION A:

This busy, literacy-focused customer wants their kid's (limited) screen-time to be engaging.

For their Homepage Hero I wanted Fable to sound exciting, empowering, and, most-importantly, something that kids can use on their own.

VERSION B:

This tech-savvy customer wants to be present with their kids as they use the App together.

Here, I introduced Fable as an AI tool, and made sure to emphasize that this is an App for parents & kids alike.

BRAND VALUE 1:

For this value, I wanted to communicate the breadth of creative possibilities, while acknowledging parents' hesitancy about uploading photos of their kids to an App.

BRAND VALUE 3:

An essential part of Fable's appeal is its ease of use, and adaptability across multiple platforms and media.

Brand Value 2, Version A:

Here, I worked to balance this customer's reservations about screen time use with Fable's ability to foster creative & literacy skills.

Brand Value 2, Version B:

Since this customer will use the App with their kid, I focused on inspiration, highlighting Fable's endless creative and educational possibilities.

"Trust" section:

This section is something I noticed Fable's competitors did a lot: assuage parents' fears/uncertainties/doubts with a short section that builds trust.

I wanted to anticipate and answer customers' questions right away so they could feel more curious about the App's potential.