UX Writing hub
BEE FREE project
BEE is a content creator and editor used to make emails and landing pages. It is a SaaS product produced by Growens, a group of digital companies.
Website: https://beefree.ioProject overview
BEE had a new growth team who worked on enlarging the funnel. Using insights from existing research and research carried out ourselves, we reviewed and revised the product copy and proposed a list of experiments. This included creating hypotheses, personalizing the interface with tools like Optimizely, using tracking tools like heat maps, and deciding if they should leave or keep the hypothesis.Goals
- To create the first draft of the content design system for BEE Pro and BEE Plugin
- To bring the product copy you’ll be working on in line with the tone of voice and style guide.
Current pain points
BEE had built awareness around UX writing in the team, but they never had dedicated UX writers on the team. Many different teams produced copy and content. This had made it difficult to maintain consistency and avoid errors.As part of our task and UX research, we needed to understand target audiences, competitors, existing research and their style guide.There were brand guidelines and a tone of voice for marketing, but nothing specific for UX writing. One of our tasks was to create specific UX writing guidelines, which would eventually be incorporated into BEE's content design system.
Expected deliverables
1. Review all research documents shared by BEE
2. Carry out conversation mining based on online reviews and discussions related to BEE’s customers and their competitors’ customers - in other words, map how BEE’s and its competitors’ customers talk about this kind of product, noting keywords and phrases used plus any needs and pain points.
3. Carry out competitor analysis - to compare and analyse the language BEE and their competitors use
4. Set up stakeholder interviews to get a deeper understanding of the company, the product, and its goals.
5. Understand the BEE's voice and tone.
6. Create a content design system framework.You can view the research undertaken and completed by clicking the image of the Figma screenshot below.
finished product
We created a content style guide with examples for all content creators at BEE, with helpful walkthroughs
