Challenge
We had this neat, new product for science teachers that met science standards in innovative ways. But teachers weren’t engaging with our announcement messages. We wanted to let teachers and schools know about our product and give them a chance to use it before purchasing.
Solution
We created a 30-day complimentary trial period to introduce teachers to our new product.
How I helped
Collaborated with visual designers, product managers, and the marketing team to articulate goals and align on messaging
Created the trial flow and designed modals, banners, popups, and messaging in Figma and Appcues
Presented designs to stakeholders
Tracked key metrics in Appcues
Outcomes
Modal engagement went from 3% to 39%
4.52% CTR (clickthrough rate) on new banners
The trial generated 570 marketing qualified leads (exceeding the 250 goal) and secured $96,000 in renewal opportunities.
Because of our success, another team adopted our trial messaging
Trials that engage
At BrainPOP, we wanted to give teachers complimentary access to our latest product. So we did! This trial offer was a great way to get users to see if our new product was a good fit for them or not.
Challenge
Students and teachers needed to know how to use our latest product and learn new terminology.
Solution
We explained new vocabulary in plain language while also teaching them how to use the product with simple onboarding steps.
How I helped
Collaborated with visual designers, developers, and product managers to articulate goals and align on key messages
Developed new copy for testing and participated in user research sessions
Redesigned existing copy for clarity and tone of voice
Outcomes
Decrease in customer support calls
Completion rate of 75%-97% on each modal
UX research and next steps
While we were pleased with the decreases in customer support calls, we were concerned about the drop in completion rates on the final modal.
We conducted research with teachers and students and found that they needed the information in the onboarding flow but needed it when they wanted to see it—not when we thought they should see it.
Now, we’re building a better onboarding flow with “guided interaction” giving people what they want, when they want it.
Onboarding flows that guide
Students and teachers needed help learning how to use a new science product with new features. I worked with visual product designers to create simple onboarding.
Before
After
Challenge
Navigating between our two products was confusing.
Solution:
We created a modal that helps guide users to the right place.
How I helped:
Collaborated with visual designers, developers, and product managers on different squads to design messaging.
Reviewed user research to ensure the best terminology is being used.
Outcomes:
Teachers were able to differentiate products based on grade level.
UX research and next steps:
While we were happy to have information to distinguish the two products, we continue to conduct user research to determine how much rebranding may need to be done and where some teachers might get stuck.
In-product differentiators
Students and teachers needed help getting from one product to the next, without confusion.
Before
After
Challenge
Teachers and students needed a clearer error message for unsupported devices.
Solution
Include a helpful heading and instructions on what to do.
How I helped
I worked with my team to design better language of this and other error messages.
Language improvements
Original: “THIS RESOURCE NOT AVAILABLE IN MOBILE DEVICES”
Improved: “Device Not Supported: Looks like you’re using a mobile phone. Log in on a laptop, desktop or tablet to view this resource.”
Error messages that work
Students and teachers needed to better understand when they were using a device that was not supported. I worked with visual product designers, developers, and UX research to create simpler messaging that helps users get back on track.
Before
After
Challenge
Make the parent sign up form easier to complete.
Solution
Reorganize form and edit copy to be more simplified and action-oriented.
Copy improvements
Changed the form title and button copy to “Create account” to clearly explain the action
Condensed the password requirement from a bulleted list of one to a simple sentence
Included policy links in one sentence
Added more specific instructions within the form fields
Outcome
Less friction reported among first-time users
Sign up forms that make sense
Parents signing up their child for a new playful app we built needed a simple form with no friction.
Before
After
Challenge
We’re launching a new product and need teachers to know that what they’re experiencing is different from what their students experience. Some functionalities are different too.
Solution
Create a banner for teachers as we launch a new product letting them know this is a teacher experience. Briefly explain the difference and give them a way to see the student experience.
Copy improvements
Change the negative language of “not saved” to the positive “All steps are unlocked.”
Change the broad button copy to something more specific—showing teachers what they get rather than what they do.
Outcome
Teachers reported being able to easily understand the difference between their view and their student view.
Banners and announcements
Before
After
Voice and tone charts that define
Challenge
To kickstart projects or products, we need to know the personality of the product. I asked stakeholders the question, If this were a kid who walked into the cafeteria, what would their personality be?
Solution
Start with product principles! Create a voice and tone chart to help guide language for kids, students, and teachers.
How I helped
Led workshops with UX research, product manager, content leaders, and stakeholders to define product principles
Developed voice and tone chart and writing style guide
Outcomes
Teams better aligned on product principles
Voice charts and style guides used by stakeholders for guidance
Building products that are in sync
UX writing community of practice (CoP)
Problem: There are several interested writers and copywriters across the company who are interesting in better understanding and practicing UX writing but don’t know where to start.
Solution: I started a UX Writers Confluence page for our company and a UX writing community of practice.
Outcome: We meet regularly to share knowledge about the content design practice and strengthen communication across the company.
UX writing CoP charter
UX writing CoP charter