The Power of Words: How
Copywriting Revamped the
Arts2Do User Experience
Project overview
"The Arts2Do website refresh underscored the importance of a UX copy audit. By uncovering opportunities to infuse warmth and clarity, we transformed website copy from a missed connection to a powerful tool for user engagement and brand alignment."
"The Arts2Do website refresh underscored the importance of a UX copy audit. By uncovering opportunities to infuse warmth and clarity, we transformed website copy from a missed connection to a powerful tool for user engagement and brand alignment."
Talayeh Dehghani
About Arts2Do
Arts2Do is a mission-driven brand that prioritizes eco-friendly practices and affordability in women's and children's apparel. They strive to create a positive and relatable brand experience for their target audience
Problem Statement
While Arts2Do offered high-quality sustainable clothing, their website wasn't effectively engaging users. The existing layout and content presented challenges in navigation, clarity, and user motivation. This resulted in a missed opportunity to convert potential customers who landed on the website.
Services
Content Audit
A/B testing
Copy Writing
Brand voice and tone
Data-driven Discovery
The outcome of this user-centered design approach is a set of data-driven solutions tailored to address the specific needs and pain points of Endress+Hauser's B2B customers.
Research
Brand personality workshop with the team
Identifying Navigation Issues: By visualizing the hierarchy of pages and their connections, the sitemap revealed potential navigation challenges. Inconsistencies in page naming or organization could be readily spotted, along with missing sections that might impede user journeys.
Uncovering Content Gaps: The sitemap exposed any missing content areas that could hinder user progress towards their goals. For example, a lack of dedicated product filtering pages could frustrate users searching for specific instruments.
Laying the Groundwork for User Research: With a grasp of the existing user flow, the sitemap informed the development of interview questions and usability testing scenarios. By focusing on specific sections in the sitemap, the research could delve deeper into user experiences associated with those areas
Competitive analysis
Crafting the sitemap involved both manual exploration and, if available, website analytics review. I meticulously navigated the website (endress.com), documenting all the pages and their interconnections. This hands-on approach provided a first-hand understanding of the user experience while traversing the existing information architecture.
Copy Audit
Beyond understanding the website's structure, customer journey mapping provided a crucial layer of user understanding. This technique involved visualizing the steps a B2B customer would take while searching for, selecting, and purchasing instruments on the website.
Mapping Key Touchpoints: The journey map highlighted all the points where a user interacted with the website, including product listings, search functions, product pages, and checkout processes.
Identifying Pain Points: By analyzing user research data from interviews and potential user flows, the map pinpointed areas where users encountered difficulties. These pain points could be anything from confusing navigation to a lack of product information, hindering users from completing their purchase goals
writing guideline
An optimization scorecard is a tool used to evaluate the website's effectiveness based on pre-defined criteria related to usability, accessibility, and SEO.
Implementation
Copy Re-Write
The proposed changes included specific examples of rewritten copy, leveraging Personality brand voice and tone for visual appeal while maintaining character limitations for buttons and titles. A/B testing different CTA variations was emphasized to identify what resonates best with the target audience
Outcome
By implementing a more engaging and supportive brand voice, MA Edtech can create a stronger connection with its target audience. Parents will feel more confident using the company's tools, and children will be more excited to learn with them. Additionally, a consistent voice across all communication channels enhanced brand recognition and built trust.