The Problem
Gumtree’s UX copy was inconsistent and prevented seamless user flows. They never had a single source of truth or reference for teams on copy style, tone and grammar causing disparities across the entire platform for existing and new pages and user journeys. The business was also entering a new phase with new product offerings and acquisitions to integrate making it a critical time to get a strong content strategy in place.
The Solution
Build a UX copy style guide and content strategy for multiple departments to:
Understand the importance of strong and consistent content strategy.
Demonstrate how to form good UX copy.
Lay down ground rules for style, grammar and terminology.
Provide guidance on best practice, including cheat sheets.
The Process
While coming in as the authority on copy and setting my own milestones, it’s imperative I collaborate with Design, Product, Marketing and Trust & Safety to cover as many bases as possible and ensure it becomes a valuable asset.
Collaboration: Introduction to my team explaining my intentions and needs to execute my role successfully. Regular discussion with Design and Product to understand their challenges and where I best fit in.
Building a plan: Often with a time constraint and no other copy authority, I build and share my plan with key dates and milestones. This includes competitor analysis, a short audit and a proposal of what can be achieved according to scope and timeframe.
Handover: Formally share deliverable with wider business via presentation and email. Before leaving, ensure that: any other questions are answered, and governance and owner is in place.
The Result
A branded, comprehensive style guide that serves multiple departments and acts as a solid document for any new starters. Presented in a slide deck at handover to enable cheat sheets to be created.
Examples of consistent and concise content design for new user flows in Beta stage prioritising familiarity and small market differentiation for the brand.
