UX Writing
Concise, user-focused experiences
The content of a product or interface is integral to helping user’s complete tasks and goals. Over the years, I’ve found myself on teams without a dedicated content expert often. I learned to write or rework content myself to help improve the user experience. Check out a few examples of work below where the content design was key to the project’s success.
Project Roles
Content strategy // UX writing // UX & UI design // Prototyping // User testing // Information architecture
Bundled Quick Quote
Insurance shopping isn’t fun, and consumers are busy. Consumers want to see if a company has competitive pricing without investing a ton of time, providing all of their personal info, and getting hounded by pushy agents.
Project goals:
- Build trust in the quick pricing tool
- Reduce friction using clear and concise content
- Drive more users to the full quoting tools from the quick quote tool
- Be transparent about available discounts
Results
While this experience was put on hold for development due to organizational shifts, we had some promising results from user testing.
- 70% of users understood that this was just a ballpark number and were expecting the number to change as they go further and provide more personal details
- The experience was perceived as “quick” and “very easy to use and understand”
- Consumers felt price breakdowns and their options for moving forward were clear and straightforward
- 70% were comfortable moving forward to provide more personal information if the price was competitive compared to what they were currently paying
Reset Flow History
Account managers of a popular SaS product adoption application needed a way to test onboarding experiences meant for first-time users in live environments. Instead of forcing them to create new user accounts each time they wanted to test in production, they can reset their history and retest using the same account.
Project goals:
- Provide clear messaging to help users understand when to reset their history, and how resetting their history impacts their data
- Safeguard against unintentional resets
- Prompt users to confirm the destructive action
Results
After just 30 days of the feature being live, we’ve had 2% of users reset their flow history. Our next steps are to dig into making the task of testing easier for our users as a whole.
Quote Request
Consumers seeking online insurance price quotes fill out long forms asking for too much personal information. Some of the questions are vague, leaving people asking “why does that matter?” or “why do you need that to give me pricing?”.
Project goals:
- Ask more focused questions and provide context for consumers
- Provide a more conversational experience
- Build consumers’ trust with the pricing quotes they receive
Results
In the first 3 months of the revamped experience being in production we:
- Captured 30% more phone numbers from consumers
- Increased form completion rate by 3%
