The Shoot

UX Writing

The Challenge.

Write and design intuitive and descriptive on-boarding copy to guide users through the registration flow and prompt photographers to generate high quality listings.

Background.

The Shoot is a photographer-marketplace offering users a selection of talented photographers suited to their style and needs for any occasion. Our product allows photographers from a range of professional skill levels to create their own listings and determine their own rates.

Discover.

- Content workshopping
- Context gathering
- Copywriting
- User interviews
- Usability testing

Working with the product team - I was tasked with writing prompts, call-to-actions, descriptions, and instructions for the registration process.

My goal was to craft content that would help users navigate through the product seamlessly.

I user tested copy on a prototype website, gathering feedback and insights on user behaviour, language interaction, and identified friction points in the journey.

Define.

- Affinity mapping
- Experience mapping

We discovered that users were skipping steps and were very light on detail when filling out their listings. For example, users were writing far too little for the 'Describe Your Listing' step. As we wanted to help customers build a better connection with the photographer, this became one of our main focus points.
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We determined that the registration process needed more intuitive call-to-actions and copy to guide users and help them understand what they should do and why.

Develop.

- Writing
- Iterating
- Content design
- User flow
- User Testing

With the friction points defined, we strategised different ways to resolve these issues in a design studio.
As well as iterations improving the overall clarity of the copy, other solutions implemented included:
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- Instructions, tips, reminders, explainers, and error message copy
- Descriptive subtitles for guidance
‍- Input field examples
- Minimum character counts for certain input fields improving supplier 'approachability'
- Mandatory profile photos improving customer conversion
- Mandatory 8 photos per listing
- Explainer videos
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Once optimised, I user tested over, and over again.

Deliver.

- Copywriting
- ToV

Finally, I revised all copy, utilising impactful wording, rephrasing for conciseness, and aligning it more with the company Tone of Voice.

Outcome.

Through copy refinement and optimisation, I dramatically increased user listing quality by guiding committed users to create detailed and professional listings. Our efforts increased unit conversion and improved SEO. You can take a look at the revamped registration flow in the video below!

However, due to Covid-19 our photographers were unfortunately unable to meet with customers and in August 2020 the site was closed.