Table of contents
Open Table of contents
Overview
- Client: Altum Inc. (Startup)
- Duration: June 2020 – July 2020
Summary
- Released a free promotional tool to advertise the power of Jenni’s AI tools and bring in new customers.
Roles
UX Designer, UI Designer, User Researcher
Background
Due to churning customers from COVID-19, Altum needed to immediately acquire new users by repositioning our marketing strategy.
Some feedback regarding COVID-19 a client suggested to us.
Goals
By addressing core pain points for users (or showing promise for doing so), we believed that prospective customers would sign up for Jenni.
Process
The steps of Altum’s design process are:
- Define. Defining our users and the MVP design.
- Ideate. Ideating on design possibilities.
- Test. Testing pre-release ideations.
- Observe. Observing post-release outcomes.
The Altum design process.
Define
Our users, SEO marketers and content writers, shared similar issues:
- Long editing times to properly reword text for the target audience’s reading level.
- Difficulty lowering an article’s plagiarism score.
The main description for EasyRead users encountered on its landing page.
Ideate
EasyRead consists of 2 main tools, the reading level analysis tool and the simplifying tool.
The reading level analysis tool that used the Flesch-Kincaid Grade Level score to clearly indicate how difficult the content was to read.
The simplifying tool that adapted the basic algorithm of our previous text paraphrasing tool to immediately reword an article using simple grammar and vocabulary.
Test
To deliver quick results and recommended changes to development on EasyRead’s design we scheduled 3 quick usability testing sessions.
Screenshot of the user is rewording a yellow paragraph, which EasyRead identified to be a little difficult for the average person to read.
Once development was finished we soft-launched EasyRead on a popular SEO Facebook group, SEO Signals Lab, to drum up interest and convert hot leads.
SEO Signals Lab, a facebook group where our target audience resides.
Observe
We predicted:
- July 20th – July 27th: 200 hits converting into 8 signups.
- July 27th – August 3rd: 100 hits converting into 0 signups.
We found that:
- July 20th – July 27th: 800 hits converting into 14 signups.
- July 27th – August 3rd: 82 hits converting into 4 signups.
The sprint report detailing our findings. Not pictured: The team cheering.
Reflection
For a small startup, even one customer is the difference between life and death, so we were happy to see all this interest in our product.
Some kind words about EasyRead from the group’s owner.