Agriculture, food risk and data analytics

SaaS software for B2B

Helping food and beverage manufacturers and agriculture industry leaders mitigate risks in their supply chains and improve consumer safety through an easy-to-use data analytics platform.

OVERVIEW

Role

UX Writer & Content Strategist, Experience Design

Goal

Launch a new platform to analyze supply chain metrics and highlight food safety and contamination risks, turning hard data into digestible visuals and actionable insights.

Impact

  • Transformed jargon into natural language—reducing cognitive load for the user

  • Improved findability and scannability of content

  • Created a glossary of industry terms to speed up understanding 

  • Content designed to mitigate user confusion and increase trust

PROBLEM

How might we turn complex data into valuable insights that can be easy to understand quickly by supply chain and logistics experts, chief financial officers and other business stakeholders—all with varied levels of industry knowledge?

PROCESS

Focusing on principles

Findable

• Deliver copy to ensure consistent information architecture and recognizable content patterns

Clear

• Clear content with everyday language

Helpful

• Actionable insights to protect companies from liabilities and consumers from food safety risks

How I worked

Collaborators

• Product manager
• Team of engineers and QA
• Product designer
• Information architect
• UX lead
• UX design director

Work I did

• Led UX writing and content design 
• Wrote UI instructional text and tooltips
• Performed a content audit of all data viz and labels for consistency and to improve information architecture
• Content designed help center and comprehensive glossary

Skills/software used

• InVision
• Google Suite
• Competitive research

1 Empathize

Users have both emotional and practical goals when looking for their next hearing aid.

2 Strategy

Considering user and business goals

I wanted to ensure we convey value to the user, helping them meet their goals of hearing better and finding the right product. At the same time, I used strategic messaging that balanced business and customer goals to deliver results.

3 Research

Earlier homepage research and A/B testing revealed the top product value props for users:

• Discreetness
• Size
• Sound quality

I used messaged these value props through key landing pages, including home, the product detail page and product listing pages.

4 Iterate

I took the product positioning and key value props and turned them into user focused messaging and UX copy rather than product focused in past launches.

Deciding on the winning concept

• Went with concept A information architecture (IA) based on research findings

Refining the content based on the research

• Iterated on copy including order of value props, added CTA button copy like "Customize your plan" to highlight No. 2 most appealing value prop (Customized payment plans)

• Went through multiple stakeholder rounds of feedback, including with the Co-CEO and brand VPs, director, and managers.

5 Handoff

Compliance review & dev handoff

• Facing challenges of whether debt relief is a debt consolidation product or not, I initially prepared prototypes where

1. debt relief was in the same product section as loan products 2. debt relief was separate

• Legal & compliance decided debt relief was debt consolidation so I used the prototype where there was only one product section

• Used compliance doc as a source of truth for final copy for dev handoff

Handing off the final version

• Created a compliance document for compliance review to note the before and after copy changes

• Compliance docs are often used as the source of truth for final copy for our development team

Launching the live version

• Here’s the live version on the site: https://www.achieve.com/debt-consolidation

OUTCOME

Before

Old product page - product-focused

❌ Relays the product features, not the user benefits

❌ Complex jargon like “proprietary speech-clarity technology”

❌ Long descriptions add to cognitive load

After

New product launch - user-focused

✅ Gets to user benefit faster

✅ Less jargon. More tangible, feels real

✅ About what users want to do

✅ Exceeded visitor to order conversion goal with 6%

✅ Wrote Black Friday sale copy:
+860 orders, +97% order conversion (best performing sale)

✅ Delivered +14.1% YoY increase in website traffic (SEO)

✅ Resulted in 34.1% YoY increase in website conversions (SEO)

✅ Smashed 45%+ A/B test result goal with an 87% increase