Revamping Navigation, One Click at a Time
Elevating User Experience with a Redesigned Menu Bar
CILENT
TIMELINE
ROLE
SERVICES
Virginia Credit Repair
2022
UX writer & Content designer
• Conversation Design
• Process Improvement
• Information Architecture
• Cognitive Load Reduction
Defining the problem
Confused users expressed concerns about an automated text message that was sent to everyone. In response, multiple replies had to be sent individually to address the mishap, which resulted in a reduction in user confidence.
Virginia Credit Repair is committed to putting its customers first before profits. They have made it their mission to help underserved communities. Making the topic of finance more relatable should be reflected in the language by using more of a conversational tone to build trust. When dealing with a delicate topic such as finances, users want to know that they can trust a company with their information.
Currently, there is low traffic on the main website, by combining the usage of automated text messages to build user trust will increase the conversation to then move users over to the website for any additional questions or information they may need.
HIGH LEVEL TIMELINE
Ideally before an increase of onboarded new customers
MAKE OF THE TEAM
This was a solo passion project in communication with the owner
MAIN GOAL
Eliminate user confusion and reduce cognitive load
The bigger picture
HYPOTHESIS
Creating user-friendly copy which allows users to complete tasks seamlessly and find answers to their questions ahead of time will reduce user confusion and increase user confidence and engagement on the website.
WHY?
Many credit repair service websites use jargon or formal copy which lacks a personal touch. Making it increasingly important to find ways to mindfully balance a combination of informative, inviting, and friendly copy.
However, users are finding it difficult to find answers to questions when visiting the website or social media platforms which results in repeat questions needing to be addressed by the owner.
BUSINESS OPPORTUNITIES
Standing out from competitors in the area would be beneficial when it comes to having a more personal approach to copy and overall marketing. Additionally, using the right copy to inform users of the available products and services that the company provides will decrease any room for error that would create a negative user experience.
RETENTION
reduce user confusion due to poorly written copy
LOGIC
convince skeptics that user engagement will increase
KEY GOAL
increase website traffic to build customer confidence
Understanding the market & users
Analyzing audience choice of language
-
Conversational Style: Friendly and personal
Constraints
The missed opportunity to include a frequently asked questions section on the website leaves users confused about the next steps to take.
Frustrations
Unclear messaging during chatbot conversations heightened concerns, confusion, and created a state of false urgency.
User Goals
Increase interest in healthy finances.
Find answers to questions quickly and complete tasks with confidence.
COMPANY SERVICES
Resolve questionable items related to collections, late payments, inquiries, foreclosures, judgments, charge-offs, and inquiries. Customizable and comprehensive solutions that allow clients to repair their credit easily and effectively.
Key takeaways
Target Audience
Home buyers
Millennials
Underrepresented groups
Marginalized groups
Brainstorming
Touchpoints
Let's combine these two and only use our mission.
The color does not match the style guide.
Contact is repeated twice. Let's remove this one.
Change to "client portal" and
separate this from the other items with an outline or divider.
Before
Leaving this area with more "white" space for users not to feel overloaded and be able to navigate to needed information quicker. Sometimes interchangeable, including the "about" section into the mission will give an overall better scope of the company.
Users are familiar with the full spelling of the client access portal but when shortened more familiar with seeing the client portal.
Missing from the website. House together repeated questions for quick access.
After
Conclusion
Deliverables
Designed mockups, rewrote copy, and prototyped screens illustrating the concept of a mobile chatbot and corrected elements on the company website.
Summary
-
Reduced user confusion, redundancy, and reduced cognitive load during website and chatbot experience to help increase website engagement by rewriting copy.
-
Increased engagement on the company website by optimizing usage of proper copy during the initial user journey.
-
Shaped the role of content in the design process by sharpening the company website style guide.
Future Outlook
Looking ahead - if the use of chatbots is considered to continue on a larger scale, it would benefit in other larger areas in the user journey.
Research has shown that organizations had up to 70% fewer calls, chats, and mail after automating customer service.
Qualify leads. Drive sales.
Building chatbots will set organizations up for success in the future as developing easy-to-use machine learning and better natural language processing becomes more accessible.
-
Help you get to know your customers
-
Customer service at any time
-
Help optimize costs
-
Improve customer satisfaction
THANK YOU!
NIKITA KING