Prime Airtime
Role
UX Copywriter
Timeline
10 days
Stakeholders
Lead designer, Frontend Developer, Client
Tools Used
Figma, Google Docs
This project included developing the voice and tone for the brand and writing the microcopy for the website.
Visit WebsiteOverview
Prime Airtime is a financial service provider committed to yielding reliable services
Scope
Content redesign and copywriting
Reviewing the previous copy
A UX review was conducted to identify the problem, challenges, and goals of the previous copy.
Challenges
After conceptualising with the clients and design team I found out that the copies did not communicate the business values and services due to: - Boring repetitive phrases that did not give much about the business - An inconsistency in tone and voice (From formal to informal) - The Lexical complexity of the words makes it challenging for English learners to scan for key information. - Cognitive overload may result from stacked sentences, which delay users' actions.
Audience Research
My goal was to better understand my target users' goals, fears, and motivations. I had two users in mind when I started this project; the client and the end-users. I realized that if I addressed each user's need individually then as a whole, our messaging would resonate more with them. During a conversation mining process, I noticed that "time and security" repeated consistently for both audience
Hypothesis
My review concluded that the copy flow could be simplified to focus on communicating value smoothly and continuously to increase engagement. Other theories were guided by this hypothesis.
Content Testing
A quick guerrilla testing method was used to check whether the landing page copy resonated with users. My aim was to evaluate whether the copy provided sufficient context about the company. The participants I selected were based on statistics I gathered during my audience research. Statistics show that 53.3% of people who use e-wallets and online verification services regularly are aged 20-30. This age group accounted for the test participants.
Outcomes
Building my vocabulary and pleasing the client wasn’t the end goal. Having all that and not helping the users would mean I did a terrible job. Our words as UX writers aren't there to be admired, but rather to help users achieve their goals - a bonus if it makes them smile in the process. For readability: I aimed for a Flesch Kincaid grade level of 8, which is sufficient for 85% of the general public to understand without consulting a dictionary. For comprehension: I ran the cloze test, in which I replaced every sixth word in the copy with a blank to see if testers could predict the next word in the copy to grasp the main context.
Outcomes
The tests confirmed that the copies were clear and easy to understand, and the team was pleased that everyone's needs were met. I was satisfied with the final copy, especially the use of appropriate words with useful meanings for users. Because other rivals' messaging spoke to only a quarter of the audience, creating messaging that included both target clients and users was exciting. While the definition of successful content may vary depending on marketing goals, I intend to track metrics using Google's UX HEART framework: Happiness Engagement – shares, reviews, etc Adoption Retention Task Success As well as: Traffic & repeat traffic Call to action – Inquiries, conversions, etc.
Before UX writing
After UX writing