Date: May 2019
Project Synopsis:
CallRail, Inc. (a call tracking platform for SMBs and enterprise clients) initiated its first move into the marketing attribution space by debuting the Forms Tracking product. Complimentary to their proprietary call tracking software, Forms Tracking was intended to assist users in further understanding which marketing channel provided the best ROI. My team ensured a smooth release while progressively improving the product.
Role: UX Content Strategist
Team:
Katherine H. (Content Strategy Manager)
Alex W. (UX Researcher)
Debi R. (QA Engineer)
Rob S. (Product Owner)
Amy C. (Product Designer)
Alex W. (UX Researcher)
Debi R. (QA Engineer)
Rob S. (Product Owner)
Amy C. (Product Designer)
Responsibilities:
Content Strategy
UX Writing
User Research
Scripting Writing
Prototyping
UX Writing
User Research
Scripting Writing
Prototyping
THE PROBLEM STATEMENT
With several leading competitors within the lead generation space (i.e., Typeform, Google Forms, Leadpages, Instapage), CallRail, Inc. stakeholders were determined to build a unique product that allowed our users to understand their collected data better and improve their overall customer experience. My team was challenged to ensure that our product development stayed on schedule and that the content successfully guided Beta users through the form creation flow.
RESEARCH
Our team worked diligently to exam the form lead generation landscape to understand best how potential competitors and how to present CallRail's unique value proposition as a new player.
THE OPPORTUNITY
Curate the best experience for beta users and early adopters of the Forms Tracking product launch by ensuring our designs and content aid a seamless customer journey for future satisfaction. As the lead UX Content Strategist on this project, I ensured these goals manifested in the following mediums:
UX Content Strategy
Using competitive research and first-party data points from our internal research teams, I was able to craft content to pair with our UI/UX designs and ensure our beta users could progress through the form creation flow with as much ease as possible.
Backed by data points from our research partners, my team developed several lead generation form templates that our client base found the most essentials to their business needs.
I had the opportunity to build the input fields and the content standards for our users to complete this flow with ease.
White papers & Guides
I worked with our Sales Enablements and Product Marketing teams to assess the needs of our ideal customer to develop timely (and topical) white papers and guides that both our beta users and internals teams could use to understand the Forms Tracking product better and its application.
Help Center documentation
As beta users continued to explore the Form Tracking product, I worked with our CX Support team to analyze user feedback and collaboratively create documentation for our help center applicable to their questions and concerns. The data points derived from beta users' feedback (ultimately) helped me anticipate the future needs of our users and proactively develop content to best serve them in preparation for our official launch.
Video tutorials
I was able to use my creative video editing and creative writing skills to help script a video series integrated with our help center portal.
