UX Writing Case Study: Insightly CRM
Insightly is a Customer Relationship Management program, used by 25,000 businesses and non-profits.
In this conceptual case study, I analyze how the product’s content affects user experience in two key areas: troubleshooting and onboarding.
User Engagement
The diagram below represents a simplified user engagement process.
During the initial phases, the user interacts with the brand’s copywriting. UX writing becomes important once the user has committed to the product and begins to set-up their account.
A break in the process (forgetting account credentials, failing to complete a task, etc.), can be a pivotal moment that results in user abandonment or retainment.
In the following slides, I assess how Insightly’s writing may impact a user during such challenging moments.
Password Reset
A break in the experience may occur when a user forgets their password.
I have suggested revisions to help clarify the password reset process and make the experience more personal.
Password Reset Email
After requesting a password reset, the user is sent an email from the Insightly Team.
I have rewritten the email to make it clear that the Insightly Team is empathetic to the user’s situation.
The new language is more positive, concise, and reassures the user that there are actions they can take if they have concerns about their account.
Dashboard
After a password reset, the user can log in and view their account dashboard page.
This page includes several confusing pieces of microcopy.
Help Center Navigation
It should be very easy for users to locate troubleshooting assistance options.
Help Center
Key pieces of content on the Help Center landing page are confusing and perhaps not as helpful as they could be.
I have suggested revisions in the following section.
Help Center Revisions
I rewrote much of the content on the Help Center landing page to make possible actions more clear and descriptive.
The final wording for each section would be made by referencing the brand’s style guide and performing useability or A/B testing.
Beginner’s Guide
I followed a link from the Help Center landing page to the Beginner’s Guide.
The content on this page makes the process of getting started feel intimidating.
I have suggested revisions in the following section.
Beginner’s Guide Revisions
I have suggested revisions to make the set-up process less daunting.
Takeaways
I believe that Insightly could improve it’s user experience by developing a brand voice that is more helpful and friendly.
I would recommend a content audit and revision of the brand’s styleguide.