Ubiquity | Customer Communications Programme
Journey mapping, persona development & project management
Focus on the user first, and all else will follow. In this case, the primary audience was Marketing Managers, and the goal was to deliver quality, useful content through a “copywriting for digital” seminar. By understanding their situation first, I could tailor the words and messaging to suit and improve engagement.
| My Role | Who Else Was Involved | Tools & Methods Used |
| Copywriting Layout Project Management | Front-End Dev Account Managers | Iterative Design Heuristic Evaluation User Testing |
Problem
From research, I knew many users are time-poor and likely to have childcare responsibilities in the evenings, yet with busy schedules and deadlines during the work day. I needed to be clear in my positioning and wording of the benefits for attending an evening seminar, and to respect their time throughout the campaign.
Landing page on desktop
The project included emails and a landing page. Below is the landing page, in smartphone and desktop layouts, writing and order.
Key information is front-loaded to where the user is mostly likely to scan. Research shows that people tend to view displays in an ‘F’ shape, and not necessarily read every word.
Landing page on mobile
I modified the layout for people viewing the registration page on mobile, putting the registration form above the rest of the content.
If the user landed on this page from the email campaign, the form is pre-filled in – respecting their time, especially as they are likely to be on the go. As with the desktop version, the key information is front-loaded at the top of the display, where their eyes are most likely to scan.
Outcome
We had a very high registration rate at 90% acceptance. Feedback from recipients of the campaign was that the information provided was clear and informative and that it was easy to understand the benefit of attending.