Client
Incentive Programs Company
SAWA.CL
Duration
6 months
Role
UX Writing, Copywriting.
Tools
Figma,
Google Workspace
Quick rundown
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Problem and main goal: While renovating the structure of a website, the challenge was creating new copy that aligned with the brand's still developing brand and voice and optimizing it for SEO while being unable to interview or interact with users.
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Approach: Trying to respect supervisors' and bosses' directives, decided to do a "proxy" interview collaborating with the sales team that had direct contact with clients and completed it with alternative research to propose a new copy for the website.
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Outcome: The website's new copy was accepted positively by stakeholders and proved to be an improvement on the previous version with a 378% increase in traffic and a 334% increase in time on the page.
The problem
While renovating the structure of SAWA.cl a Chilean Incentives and Rewards programs startup, our team found themselves with the challenge of creating new copy that aligned with the brand's still developing brand and voice and have it optimized for search engines, the catch was that no contact with actual users of the site could be done.
My approach
Having to UX Writing or copywriting plan for a brand that's still finding its footing is hard enough, doing it without having a clear idea of what users want to or need to know, well, it was fun. Understanding the challenge ahead, the only possible avenue to work I knew was finding ways to get information from the user without interacting with them.
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My first plan was to work closely with the sales team, deducing they are constantly in contact with clients that have seen our marketing product. I developed a list of questions so my Sales representative would act as my proxy interviewer, the list was short and to the point. After the sales rep would talk to a couple of clients in his usual time, I set up a time to interview my collaborator and have the answers and any other information they could get from the user indirectly.
(Can't show you the client's answer, out of respect for my past employer)
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This method gave me just one result, but it was enough for the team, the next part was to fill in the gaps with thorough target audience research online and by interviewing sales representatives and program managers about what they knew about our clients.
We felt we had a good grasp on our core users of the website, now it was time to align this newfound knowledge with the sprouting brand purpose and the SEO keyword strategy. We worked directly on the initial proposals for our boss and project lead. At this stage of the process, we were going through iterative loops to find the right words, phrases and tone, we worked closely with the graphic design team to mock up the text with their imagery proposal, and after close to 5 iterations, we were feeling good enough to send to development.
The Outcome
Putting it all together, we developed a completely revamped website that was significantly more in tune with what the brand was striving for, however with a host of growing pains, still new iterations of the website would come, but our work was done, for the moment.
The Impact
The new website would come with its negotiated caveats, just like any project, but its impact was clear from the get-go.
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With an increase of over 370% in website traffic, we knew the SEO strategy was working and the new content and copy were helping keep users engaged enough (two minutes of engagement!) to start dropping a few contact leads via our website, a success we were so proud of.
