Ewelina Majkutewicz
UX Writer

UX Writing

for Inline Manual

Projects

Here are a few projects I've worked on at Inline Manual.

Customer community engagement messaging

Challenge

  • Create engaging onboarding experiences to motivate users and inspire actions.
  • Plan launching specific modals in time.

My role

  • Writing a copy for modals and tooltips.
  • Modals set up using Inline Manual's authoring tool.
  • Scheduling publishing dates for each modal. 

Process and solutionI started with research on how to use language and behavioral psychology to create great onboarding experiences. Then, I did a website audit. Based on the findings I developed an in-app messaging concept in the form of a tooltip and modals that support the user experience. The copy focuses on positive emotions to increase motivation and encourage users to take action. The 1st message is about feeling accepted and important. It drives action because the copy makes users feel included, accepted, and helpful.The 2nd message is about the opportunity to share your ideas, thoughts, experiences. Our users are experts and we value their opinion.The 3rd message is a feedback survey. It gives users the opportunity to share feedback and make the Community their place. I wrote a copy and set up the tooltip and modals using Inline Manual's authoring tool choosing the graphics, colors, and font.I scheduled publishing dates for each modal so that we don't overwhelm users with too many pop-ups at the same time.

Widget settings tab

Challenge

  • Help users understand how the Widget works and the impact of each setting.
  • Reduce friction.
  • Clear user confusion about Widget settings.

My role

  • UX writing.
  • Collaborating with dev teams.

UX writing

Process and solution

I started by looking at support tickets. They are a brilliant source of knowledge about users. You learned what users are struggling with, what words they choose, and what voice and tone they’re using. 

In the case of the Widget tab, the language was difficult to understand. It was technical, formal, focused on passive voice. The wording across the application was inconsistent. Users (and the Support team) were choosing different words to describe their problems and features. As a result, even returning users were confused about settings. They had to think 2 times before enabling each feature and send multiple requests to the Support team.

The solution was to change the copy to a more conversational, straightforward language. Reducing friction was critical.

After reviewing tickets, I did informal research - I looked at various communities and forums to see what words and terms are the most common. Then, I looked at the competitors’ content.

After collecting all my research notes and user feedback, I started writing some draft content.

I proposed a concise, straightforward copy that is easy to understand. The text is short and precise. Users know what each feature means and what to do. The use of contractions, active voice, present tense, and second-person imperative reduces friction.

Results

  • Simple, efficient copy that builds user trust, clearly explains each feature and supports user experience.
  • Users learn only essentials (needed at the moment), so they can focus on what’s important. 
  • Reduced friction.

Pricing page tooltip

Challenge

  • Help users understand the Inline Manual pricing and how it'll change based on the number of monthly active users.
  • Clear user confusion about active users.

My role

  • Concept development and copywriting.
  • Collaborating with dev and support teams.
  • Tooltip and walkthrough set up using Inline Manual's authoring tool.

UX writing

Process and solution

I started by interviewing stakeholders to determine the goals and key intents.

Then, I looked for customer insights - I went through support tickets and chat transcripts to learn the most common questions about the pricing and the most confusing words for users. I did the website audit to identify areas to improve.

Based on the research and website copy, I developed a tooltip and walkthrough concept that supports the user experience.

I prepared a copy and set up the tooltip and walkthrough using Inline Manual's authoring tool.

Results

  • An eye-catching tooltip placed on the pricing page that upon clicking launches a 2-step walkthrough.

  • Efficient copy that builds user trust, clearly explains the pricing and supports user experience.

  • Fewer tickets about pricing - saved time of support team.

In-app NPS survey

Challenge

  • Create and launch an NPS survey to gather high-quality feedback.
  • Write a copy to encourage users to leave a rating and comment.

My role

  • Collaborating with a wider team to avoid any technical issues and to implement the pop-up.
  • Concept development and copywriting.
  • NPS set up using Inline Manual's authoring tool.

UX writing

Process and solution

I started with NPS survey research. I was looking to answer questions such as:

  • What channel is the best to launch NPS?
  • How to choose the right segment of users to target?
  • What are the NPS questions that provoke replies?
Based on the research, I decided to target only subscribed customers, excluding free trial users. We wanted to receive feedback from users who had enough time to play with the app and see its value.

I developed the concept and prepared copy. It was important for me that the copy is simple, clear, and engaging. Because of that, I've decided to add emojis to make the copy more conversational and friendly. 
After the NPS was launched, I was responsible for monitoring results.

Results

  • In-app survey targetted at current, paying customers.

  • Use of emojis to make the copy more friendly, and appealing.

  • Simple and engaging copy that supports the user experience.

  • Actionable, detailed feedback responses. 

19%
Response rate
G2 reviews in-app marketing campaign

Challenge

  • Receive more product reviews on the G2 portal.
  • Define criteria for who do we reach out to.

My role

  • Concept development and copywriting.
  • Collaborating with a graphic designer to prepare a final modal look.
  • Defining and implementing criteria for a target group of users.

UX writing

Process and solution

I started with research. I was looking to answer questions such as:

  • Which communication channel is the best to ask customers for reviews?
  • Should you offer an award for submitting a review?
  • Should the copy be simple and straightforward or more sales-like?

Based on the research, we chose the in-app channel. I was responsible for preparing a pop-up message to encourage users to leave a product review on the G2 portal. 

I targetted only power users - customers who already saw the value in using our product. My target group included:

  • Attendees from our last 4 webinars
  • Case study participants
  • Customers with the biggest amount of content created
  • Customers, who spend the most money per month/year

For the message header, I used a psychology-based copywriting technique - rhyme - because people perceive rhyming phrases as more accurate. The main message was transparent and straightforward, but friendly. Clear CTA button supported user experience.

Together with our graphic designer, we decided to use bold blue colors associated with our brand to caught users' attention and made copy more compelling.

23%
Click rate
30%
Conversion rate