Background

WingScanner, a low-cost airline, introduced a new paid feature that allows passengers to use dedicated security lanes for an additional $20. The feature appears on the final screen before checkout, making it a high-impact moment where clarity and confidence are critical to prevent user drop-off.

Ask

Come up with a name for the feature and encourage the customer to pay extra for the feature.

Key Considerations

• Encourage users to add a paid feature without disrupting checkout flow.

• Clearly communicate the $20 cost.

• Appear immediately before checkout (high abandonment risk).

• Emphasize the benefit: more time and less stress before the flight.

• Decide what information is truly necessary at this moment.

Solution

• Named the feature Fast Lane to be intuitive and benefit-driven.

• Reframed the message around time saved and stress avoided, not mechanics.

• Structured the screen with a clear hierarchy: headline → benefit → supporting details → CTA.

• Used light humor to humanize the experience without undermining trust.

• Designed CTAs to feel like a confident choice, not a forced upsell.

Result

2 strategic rewrites that surface product value quickly and clearly.