Landing page
As part of the UXCC Fundamentals of UX writing course, a landing page for a fictional payment app
PROBLEM
I needed to create a landing page for new users of a fictional payment app that connects freelancers and small business owners.
As part of the UXCC Fundamentals of UX Writing certificate, the scenario was that some landing page content had already been provided by a member of the team. However, the existing content was far too long, and contained a number of grammatical errors, as well as having a voice that seemed too wacky and unreliable. In short, it didn’t inspire confidence from users​, especially for the subject matter.
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Studying the personas provided by UX researchers, I used the research available to understand their situation and find out what were the most important concerns for each user type.
PAYMENT
I knew that being paid on time was a particular concern for freelancers.
PLAN
For the small business owner I knew that keeping up-to-date with freelancer progress was important.
PROCESS
Once I had defined the problem, I could now move on to the process of editing the content and redesigning it to create a solution.
I edited the existing text, removing all content that was very repetitive, confusing or didn't need to be there.
I picked out the key ideas from the email and made sure the main benefits of the app were clearly stated. Using the UX research, I focused on users and how they like to work at the moment, and what was missing from the current design that would improve their work life.
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Next, I reorganised the structure into small paragraphs with headings to make the content easier to read and more scannable.
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Changed the voice from irreverent and wacky to trustworthy, knowledgeable professional. I edited the CTAs to make them more actionable.
RESULTS
Clear, succinct, and compelling landing page for the user that explains the benefits and how the app works.
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The voice is professional, guiding and trustworthy whilst remaining approachable and friendly. The tone comes across as enthusiastic and welcoming, to really engage with the user and to make it sound as reliable as possible.
It was very important that the landing page be down to earth, and that the information on set-up and the benefits of the app be easy to understand and as inclusive as possible. I didn't want to only speak to those who were already professionals and familar with the concept.
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RESULTS - Landing page
LESSONS LEARNED
There are a number of things that I would perhaps choose to do differently, if I had to take another look at the project.
I would have a think about the idea of focusing some text on a particular user type. I'd have to look into whether a benefit of the app especially stood out to the business owner or if another benefit was most attractive to a freelancer. I'd have to ideate, and think about how this could be reflected in the content.
I would also think whether the carousel design would be the easiest way for users to explore the content, or if a designer had any improvements to make on the layout. I'd be interested to know their thoughts and insights into how to present the three main benefits, whether we keep the introduction above the fold then simply scroll down.
In a real life scenario, a design team would be able to assist with these concerns.
