New feature - UX writing
Customers needed help with writer’s block and gaining confidence publishing regularly to social media. I was the lead writer with the team that built Inspiration—a catalog of ideas to customize and reuse on social.
I worked with designers, copywriters, UX researchers, product managers, and developers on this project. I gave feedback during many rounds of design review and user testing from the research team.
This was a new section on Hootsuite’s main navigation, so in naming it I used one word to align with all the other sections. Inside the section, I used labels which more clearly describe what it is, an idea catalog. I was careful not to use the word ‘template’ anywhere, which research showed was what customers wanted, but technically wasn’t feasible in a way that would match users’ expectations.
The initial design didn’t have any category headings or introductory copy below the page heading, so I asked for that to be added to give customers an explanation of what the ideas are and what to do with them.
Again I added headings and introductory text to each idea category. This was an opportunity to use Hootsuite’s new brand voice which embodies being a teacher, and add some personality to these pages.
Convert
Inspire
Educate
Entertain
The Favorites section lets customers save specific content ideas for later. If new customers land here before saving anything, it’ll be empty. I added an empty state to explain how to make use of this section and to encourage browsing right away.
