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Posted on:November 14, 2023

A word processor with an AI tool currently in progress.

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UX Designer, UI Designer, User Researcher


Due to churning customers from COVID-19, Altum needed to immediately acquire new users by repositioning our marketing strategy.

Bullet-point list detailing feedback on Jenni as a writing service.

Some feedback regarding COVID-19 a client suggested to us.


By addressing core pain points for users (or showing promise for doing so), we believed that prospective customers would sign up for Jenni.


The steps of Altum’s design process are:

A graphic showing a loop around Define and Ideate. Test and Observe aren't looped.

The Altum design process.


Our users, SEO marketers and content writers, shared similar issues:

Description of EasyRead with example graphic.

The main description for EasyRead users encountered on its landing page.


EasyRead consists of 2 main tools, the reading level analysis tool and the simplifying tool.

A list of analytics that show various statistics about the word processor.

The reading level analysis tool that used the Flesch-Kincaid Grade Level score to clearly indicate how difficult the content was to read.

A word processor with an AI tool currently in progress.

The simplifying tool that adapted the basic algorithm of our previous text paraphrasing tool to immediately reword an article using simple grammar and vocabulary.


To deliver quick results and recommended changes to development on EasyRead’s design we scheduled 3 quick usability testing sessions.

Screenshot of a user highlighting text inside the word processor.

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.

Banner for the Facebook group, SEO Signals Lab.

SEO Signals Lab, a facebook group where our target audience resides.


We predicted:

We found that:

Statistics from a sprint report detailing EasyRead's results.

The sprint report detailing our findings. Not pictured: The team cheering.


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.

Screenshot of a Facebook post reviewing EasyRead.

Some kind words about EasyRead from the group’s owner.