Taking CTRL of content
Translating technical jargon into user-friendly ‘humanised’ language is what digital content writing is all about. Understanding real user needs is key to fine-tuning your content strategy.
At a glance
Brief
Our brief was to define any user pain points and improve the computer shopping experience for customers at John Lewis. Nice and specific, huh?
Roles
UX Writer, Content Strategist
Outcome
We A/B tested the original product page with our new design 50/50 on the website, achieving an uplift in conversion. The business reported:
“We are delighted to announce our desktop breakpoint achieved an uplift in the conversion of 8.4%. Online Analytics have estimated this is worth an additional £9.6m in incremental revenue (Full Year).”
How I made computers human again
Approach
We started off the discovery work by doing customer journey and empathy mapping, looking at previous research and carrying out customer user interviews to find customer pain points.
What we found
Quite simply, users wanted to understand how computer features would benefit them.
What we improved
We chose to optimise and enhance the current specifications on the product pages. (See below to feel uninspired.)
My 4-pillar content strategy
After working closely with subject matter experts and listening to customer feedback, I looked at creating a robust strategy that could be used to ‘humanise’ product specifications in a number of ways.
Computer specifications and customers’ needs are diverse, meaning there was no ‘one-size-fits-all’ solution, so we needed a strategy that could translate all content.
An example of the strategy in action
I created a matrix of all the product specifications against the 4 pillars to see how we could usefully and succinctly humanise different information.
A product page with the humanised information
We lab tested the new template and users approved of our new simplified, humanised approach. I also worked with content producers who write copy for the product pages to implement the content strategy.