The Challenge
Cemantica had grown up and wanted the UX in their customer experience platform to reflect this, particularly as a Customer Experience Optimisation platform. There were inconsistencies within the user journey, terminology and labels and not enough guidance on how best to use the platform post-sign up. The tone of voice was also muddled within the platform and not consistent with their website.
The business had started plans to launch new products and features, and wanted a solid foundation from which to build on for future copy without a UX writer on hand.
The Solution
A whole platform audit for all user journeys to identify the gaps and inconsistencies.
Work with Head of Product, Sales & Marketing Director and the Founder to create and formalise the language used on both platform and web, and build a style guide.
Redesign key components alongside Design for greater clarity and helpful indicators.
Collaborate with Head of Customer Success to utilise and integrate real-world user feedback into existing content and new features.
The Process
The audit needed to be broken down into segments because of the sheer amount of user journeys available on the platform. Starting as if I were a new user, it became clear that the multiple entry points was instantly overwhelming meaning that the dashboard required more design to encourage engagement and to set the user up for success.
After implementing subtle but impactful content changes on the dashboard, the other user journeys were optimised to include defined taxonomy, benefit-led statements and greater use of tooltips for icon-only buttons.
All content changes needed to be signed off by the Founder before implementation and so the style guide was built alongside this work to create more efficienct. The style guide also needed to incorporate their new tone of voice and brand work and was a collaboration with Sales, Product and Customer Success.
The Result
Clean, engaging dashboard
Useful changes to button labels and body copy gave more clarity on the actions immediately available and their benefits.
Decisions made on taxonomy here allowed the language and terminology on other user journeys to remain consistent and in the same tone.
Key user journeys
With so much of the data and content being created by the user, it was vital that all microcopy was concise, clear and didn’t distract but enabled them further.
Labels and icons were redesigned together in keeping with the new tone of voice while ensuring accessibility and simplicity.
Empty states provided more context on the possibilities and opportunities available.
The end-to-end user flows were now clean and intuitive enhancing the UX.
Definitive Style Guide
A content style guide was created that defined rules for the business. This meant every touch point - whether written or spoken - the same tone, terminology and taxonomy were being used.
This guide provided a solid UX writing foundation as more products, like an AI assistant, were being introduced. It would be consistently referred to by Sales & Marketing, Product and Customer Success.
