CONTENT DESIGN & UX WRITING
Insert animated explainer?
My primary responsibility with Jo is to research, create and optimise user-facing copy within their web-based application.
Jo, as the technical arm of SaveTheHighStreet.org, offers a data-driven digital marketing solution to independent business owners across the UK.
Building out a solid user persona has been vital for this role as the content I design has to be technical and informative but engaging. There's a delicate balance between motivating the user to proceed through the user journey in a way that would provide value to them, whilst encouraging them to hire Jo to complete the tasks on their behalf, thereby bringing increased traction and revenue to the company whilst guaranteeing customer satisfaction.
The in-app UX writing is focused on making marketing efforts more accessible for a typical independent high street business owner who is not tech-savvy and who lacks time to research and implement new approaches. Therefore, the content I create has to be accessible, engaging, and dynamic enough to maintain interest but with simplified explanations of the necessary technical steps taken within digital marketing. This, of course, depends on the specifics of the task, which requires agility and for me to adapt according to customer response and behaviour.
With this in mind, I created a thorough content strategy to encourage consistent external communications on behalf of the STHS brand, with the goal of attracting new customers, raising awareness of the brand, and engaging with current events as they happen. This was launched in line with the initial outbreak of COVID-19 and, therefore, accurate positioning and quick responses to feedback and updates have proven to be vital to ensure the content remains useful and relevant for users.
This plan includes pillar content creation in the form of audio and video to be shared on social media, in email newsletters and blog posts, and as content for a podcast. As well as planning, creating and scheduling a 'daily idea' campaign with the help of my colleagues, I also initiated a weekly webinar series for premium subscribers hosting a variety of industry experts, interviewed and edited conversations with customers to share as UGC, and co-scripted and led a remote team of animators to create an informative explainer video.
I also intend to complement this written content with video walkthroughs, explaining the technicalities of the tasks at hand with short, simple explainer tutorials. This will either be created by a team of animators that I have been leading on another informative video for the Jo homepage, or created as UGC by existing customers, emphasising peer trust in the platform. If not video, I am eager to add more audio to the app, alongside a gamified model that will bring the user satisfaction as they advance through the app.
As well as monitoring feedback on customer surveys and social media polls, I gather insights about the users and how they interact with my copy by regularly conversing with my colleagues who have more client-facing roles, such as the Customer Support lead. I also use programs such as Hotjar and Hubspot to track interactions, then make amendments according to my findings.