Project: MYOB tone of voice analysis
THE PROBLEM
The MYOB website is the #1 channel for orders and a significant centre of investment for the business.
But we faced key problems:
Users felt the website didn't speak to them in convincing ways
Our key conversion crew felt they didn't understand how language could influence the trial sign-up/subscribe experience
Key inconsistencies between feature descriptions outside of the product, and inside the product dashboard (led by two separate teams)
I also felt we didn't understand the spectrum of our tone of voice, and how it could be properly used across the sign-up and onboarding experience.
THE PROCESS
i collaborated heavily with the lead UX designer, lead UX researcher, and marketing and brand teams in order to come up with a plan we felt would accurately measure customer reaction to tone of voice.
I proposed a series of focus groups in order to measure our tone of voice on the current website, versus a future state.
PROCESS
We presented users with multiple pages, then asked to rank each page according to several metrics:
Friendliness
Trustworthiness
Credibility
Confidence
Interest
Likelihood to recommend
We asked users to highlight and make comments on copy that stood out for both positive and negative reasons.
THE results
Shared findings with wider business to be implemented where possible.
Took learnings, and recommended re-imagined website based on design and copy principles.
Conducted second focus group to affirm findings.
Currently implementing usability tests and A/B tests in trial sign-up / onboarding experience to validate new copy approach (August 2020).
