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UX Writer
2024
Copy
Design
Microcopy
Research
As the UX writer, I worked closely with a UX designer, engineers, and product managers on this project.
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Prospective subs struggled to understand complicated steps and their understanding of where they are the process.
A re-designed onboarding experience with simplified copy, visual cues, and clear status updates.
The modernized experience added clarity to the process for users, and allowed for quick iterations. It reduced the average time to onboard from 42 days to 30 days.
To understand the key problems with our previous onboarding experience, I talked to relevant stakeholders, analyzed data, and built a comprehensive understanding of the flow and requirements.Specifically, I idenfiied key pain-points for the support and operations teams, analyzing key drop-off points and ticket content, and reviewing the full end-to-end experience.
We identified these key problems:
Subs didn't understand their status
Subs didn't have a full picture of the onboarding requirements
Subs were overwhelmed with too much content and irrelevant details
I took this information and collaborated with our designer to create our initial iteration.
As a par to this project, I completed a comprehensive audit of all the of onboarding related communication. The audit included 57 campaigns, 131 email, and 77 SMS text messages. The results informed the revamped notification strategy for the new experience. Checkout the full onboarding email communication audit.
Gathering feedback was a key part of validating ideas and ensuring our solutions were solving the problems we were setting out to solve.
This project was a year long effort that involved multiple rounds of user testing at different points to validate ideas, and iterate on things that weren't working.
I conducted a card sort activity early on to better understand how user's anticipated tasks to be grouped and named. This helped the copy and design better align to a user's mental model. Checkout the full card sort analysis.
This project involved a consistent iteration based on testing, and feedback from internal support teams.
Throughout the design process, I removed as much content as possible, particularly from the overview cards. The goal was to prevent information overload while allowing users to gain key status information and set expectations right from the landing page.
Substitute teachers have to complete a series complicated, state specific, tasks to teach. I decided a key element of for a successful onboarding would be to chunk information, only displaying the most relevant info at each point in their journey.
I drew insights from the card sort, and observing user's language during testing to inform naming tasks. I opted for consist, friendly, and action-oriented language. I used the card sorting results to determine when to use more fun vs. serious language.
A pillar of our implementation process was to set it up in a way that allows for as much product ownership as possible. I handled the front-end configuration files, and supported with attribute mapping.
I managed the design, content creation, and implementation for all of the onboarding notification including segments and triggers.
The previous onboarding experience was cold and a bit too formal. In the new onboarding experience, I brought in a more conversational tone by utilizing casual language and questions.
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I used specific moments in the onboarding journey to clearly communciate what we do with the data provided, and remind subs of why they are going through this process.
I used simple language, chunked content, and FAQs to break down complex tasks into manageable tasks. For example, I utilized an accordion structure to share key resources related to tuberculosis testing. This allowed users to explore the answers if they wanted, but allowed other users to breeze through this steps if the content wasn't applicable. I also added opening content descriptions to address common questions up front.
The revamped notifications have clear actions, and continuously drove users back to the platform, rather than relying on notification as the main source of information.
UX Writer and Designer
Ongoing
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Strategy
Design
Copy
Microcopy
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