— PROJECT NAME
Cox Communications website revamp
— WHAT I DID
Brand style guide adherence
Collaboration with UX designers
October 2020 – January 2021
While working for advertising agency FCB Chicago, my client was Cox Communications, a major national telecommunications company.
CHALLENGE: As Cox wanted to promote their new products/campaigns to its customers, I was tasked with writing new copy and streamlining their website's UX to advertise their services and help customers troubleshoot.
SOLUTION: I collaborated with my creative team of 15+ UX designers and web developers to follow Cox's brand style guide when writing UI copy to boost online traffic and consumer sales.
Originally Cox's website content had long copy and did not feel approachable, by only showing the products and not images of people interacting with them. As this strayed from the brand's voice (above), I collaborated with my team's UX designers to recommend strategies to improve our client's website and messaging delivery.
When a customer wants to set up their new smart home, the last thing they want to see is too much copy instructional copy to read (below).
The page’s original version also lacked a human connection as it didn’t show people engaging with the devices, and it felt like a serious corporate marketing page.
In the "Devices you can install yourself" section, I recommended creating interactive cards with product icons to encourage the customer to click whichever applied to them.
I rewrote each card's copy to be more succinct and conversational. Each includes a "Learn more" text link to showcase a more uniform experience too.
Along with incorporating Cox's brand colors (blue/green), these updates improved the page's UX by looking more scannable.
When a customer moves to a new apartment and needs to transfer their Cox Wi-Fi services there, it's understandably hectic.
I rewrote empathetic copy (below), by directly addressing the customer ("Looks like you're moving") with a clear CTA ("Move services"), and a reminder of benefits they can expect while using Cox's services. I also collaborated with my team's UX designer to select an accompanying photo of a smiling family with packed boxes (below, right) to further lighten the mood.
This empowers the customer to immediately accomplish what they need to do, without adding more stress to their move.
ANTICIPATE USER NEEDS
Customers may find it stressful when a product/service doesn't work normally anymore. When writing copy for a product, it was always important to consider having content that helps customers troubleshoot too.
For example, I reassured customers by writing copy (below) that easily guides them to a solution. By first stating the customer's issue in the eyebrow/headline copy, I employed a conversational tone ("Let's fix that") to sound human and broke the troubleshooting process into 3 easy steps.
With a clear CTA ("Update my modem") and helpful in-text links, customers are more likely to find Cox reliable and strengthens the customer-brand relationship.
I learned that while a client is understandably excited about advertising their products/services, they don’t always know how to best achieve that.
Through my work, I successfully executed with concise copy, streamlined messaging, adherence to my client’s brand voice guidelines, and incorporating a more approachable personality with their content. My close collaboration with my team’s UX designers and web developers also brought my copy to life, when they mocked up and launched the rewritten pages.
To help customers make the most out of Cox’s products/services, I always advocated for the end user’s experience and kept their pain points in mind, when writing empathetic copy and making the UX smoother. This makes it more likely to increase sales and foster a stronger customer-brand relationship.