Content strategy and design
I became involved in the product development life cycle at Which?, collaborating with cross-functional teams on a handful of award-winning products and tools. Each project gave me a little more experience, from UX writing and sketching solutions to even leading a few brave interns through some very informal testing sessions.
I went on to become ZAVAs’ first content designer where I helped optimise patients’ experiences across the business’ online doctor services. This was my first chance to run live A/B tests and produce app microcopy (for the German market).
Browse some case studies below or read more about me.
Asda Online Doctor
Asda is one of the UK’s biggest supermarkets. Their reputation for convenience and low prices makes them a firm favourite among families in particular. ZAVA runs their online doctor service which lets users request prescription medication and collect their order in store.
Emergency contraception questionnaire
Users were dropping off at the first step of the online consultation, a potentially long and complicated questionnaire. We increased step success +7% by reviewing the page content to focus users’ attention on the primary task. Read more
Emergency contraception page
While this page drove high traffic, users were not clicking through to the online consultation. We increased the entry rate +38% and +15% for the respective consultation journeys by filling users’ knowledge gaps concerning treatment options. Read more
Contact us page
The Customer Support team was reporting high volumes of irrelevant or unnecessary user queries which they were struggling to deal with. We reduced these by rewriting the Contact Us page content to signpost helpful information and the most efficient channels to reach the team. Read more
ZAVA
ZAVA is an online service in the UK, Germany and France that lets users request a diagnosis, prescription medication and test kits across a variety of conditions. Their services cover contraception, erectile dysfunction, sexually transmitted infections and COVID-19.
‘How it works’ CRO test
Behaviour data suggested that users wanted to enter the online consultation from a static module on service pages, which was not possible. This was a potential UX pain point and a missed opportunity for conversion. I helped build a case for future development to solve this by running an A/B test with a variant showing a +12% uplift in conversion. Read more
COVID recovery certificate service page
The rate of users entering the consultation stage was lower than expected following the accelerated launch of a new service. We increased entry rate +10% by revisiting users’ needs and rewriting key content at the top of the page to reflect these. Read more
UX copy review of registration and authentication journeys
The consultation journey saw high drop-off at the log-in and registration steps. Qualitative user feedback revealed specific pain points including unhelpful error messaging and unintuitive UX design. I reviewed the UX copy to solve some of these issues while suggesting further improvements. Read more
Want to see more? Let me go check in the back…
This list will be added to over time. If you’re looking for something in particular, drop me a message.