UpDog Bodies AB.
UX Writing
Role: UX Writer / Content Designer
Tools: Figma
Task: Solve content design problems on the B2C landing page of a local yoga business to lower a high bounce-rate.
Context: The client, a Stockholm yoga studio, wanted to decrease their landing page’s bounce-rate and requested help. This case study focuses on the UX writing and content that I designed.
(To see the entire UX design case study, click here.)
Time to Complete: January - March 2024
Context
🚀 Motivation
UpDog Bodies AB is a yoga and wellness studio in Stockholm that offers classes and events for youth and adults.
I chose to help this business because I was inspired by their commitment to improving wellness in the community. This UX writing/content design project presented complex problems which I enjoy solving.
🚩 Problem
The client worried their landing page’s bounce rate of 58% could indicate possible usability issues.
This case study focuses on the UX writing/content design on UpDog Bodies’ landing page. To see the full UX design case study, click here.
🎯 Business Goals
“I want to lower the bounce-rate of our landing page.”
“As a business, I want increased memberships and retention in the studio/website.”
“(I want) easy navigation to all courses, classes and events on the website.”
👩🦰 Content Designer Goals
Help UpDog Bodies achieve their business goals.
Audit the content design of the landing page to find opportunities to increase usability for new and returning customers.
Present a solution to the client that achieves the business goals and designer goals.
Process
Content Audit
First, I ran a content audit to discover immediate usability issues on the landing page.
📢 1. Missing CTA
This can negatively impact conversion and retention of customers.
Before: No CTA on landing page
After: Primary and secondary CTAs added
🧐 2. Unreadable text
Two problems here impact cognitive load:
Text length, which surpasses 75 characters, affects readability.
Sentence complexity. The reading level (above grade 9) may lose customers.
Before: Long, complex text
After: Rewritten in plain language with new headings and microcopy
🤝 3. Missing credibility
A lack of storytelling to build credibility could leave new customers unsure about trusting the business.
Before: No info to build trust (click to enlarge)
After: New storytelling sections show UpDog’s unique value (click to enlarge)
🧭 4. Complicated navigation
Complex top navigation may impact users’ ability to find information efficiently.
Before: Users have too many choices
After: Simpler top menu eases cognitive load
Final Content Design
🌟 Results
The new content design was presented to the client who was eager to implement the changes.
After: Final content design
🚀 Next Steps
User testing with new and returning customers.
Iteration based on user and stakeholder feedback.
💡 Learnings
During this project I handled all of the UX writing / content design as well as the UX design. This strengthened my time management skills and ability to work independently.
Content designers and UX designers must collaborate together from the beginning of the design process for the best outcome.
An attractive landing page is not useful if it doesn’t support the content.