Enhancing the customer's account page
The problem
The static account activity copy (that informs the customer of previous quotes, out-of-date quotes and not yet started quotes) was generic and ‘copy and paste’.
The activity grids aim to get customers to take out cross-platform quotes and to remind them that Compare the Market also offers insurance for other products.
Therefore, micro-copy was required to bring life to the text and ensure the user knew what would happen when clicking the CTA button, as well as encourage them to renew their insurance.
The problem - see the unengaging and dry copy in green
My role
The copy was basic and dry and needed some personality and life brought into it. After meeting with the designer, I established what information was needed to convey, the context in which this information sits and a timeframe.
The solution
The copy is now more contextually aligned and reflects the user’s needs more.
It’s less copy and paste and more reflective of each insurance policy or quote.
The new copy in green is more tailored to each tile
How did I arrive at the solution?
I began by investigating if Compare the Market had any previous research on this topic. I found research produced by the UX research team found using “Quote has expired” makes customers think their quote is redundant and they can’t update it. I, therefore, adjusted the terminology to reflect this data.
I wrote some first draft designs and went back to the designer to go over them. After discussing them and gaining feedback. For example, we are unable to bleed over into the second line.
Feedback and annotations on draft copy
What challenges did I face?
The designer and I both struggled to agree on which version to use. While he approached his decision from a technical UX design point of view (such as sizing and spacing), I argued from a UX writing angle (such as wording).
Another challenge was fitting what needed to be said in one line. This required strict editing and writing as concisely as possible.
What did I learn?
Writing concisely and conveying meaning in a short space.
Influencing, articulating an argument and stakeholder management.