Landing, the startup making living flexible for everyone.
Here are the basics.
I joined Landing in November 2021 as the first UX content-specific hire.
Since then, I've delved deep into nearly every aspect of the product. It started with a humble content audit, but I've taken ownership of this large and intricate product. I've worked on user-interface copy, transactional communications like emails and push notifications, user testing, a product style guide, voice and tone guidelines, and some strategy work.
What's the problem? More importantly, what's the solution?
Every time our team begins the work to launch a new feature, my guiding question is this: How can I distill the complexity of our product and make this experience intuitive for our users? Landing has a lot going on behind the scenes, but the user is only focused on one thing: living without restrictions. Solving this problem involves having many conversations with stakeholders, including executive leadership, working closely with product designers, and keeping an eye on what was working and what wasn't so we could fix issues in future iterations.
To begin, I inserted myself into projects as early as possible to begin gathering information and context. Once we began design work, I used what I'd learned from other stakeholders to begin drafting and iterating on copy, replacing words with other words until I got something serviceable. Next, it was review time! My design teammates and I would then take feedback from review sessions and finalize both the copy and visual components together.
Here are some things I worked on.
This feature was designed to give users actionable items to take care of before they move out. This solved a major pain point of members not knowing information about our move-out process. I wrote the copy and worked with a product designer (Igor L.) to simplify the experience. This project resulted in fewer inquires to support and reduced instances of members taking their keys with them.
We made several iterations to the payments feature, which members use to manage their payment methods and pay their statements. We began by building out the initial structure of the payments feature. A big part of this project was automating processes that were manual. Content played a huge role in accomplishing two goals: Build a scalable solution to all the billing inquiries and improve the user experience. I worked closely with a product designer partner from my team (Jooyoung P.) and together we collaborated with product and billing to design a solution that worked. In addition to the UI copy, I drafted emails and push notifcations to drive attention to these important updates.
Landing needed a few pages refreshed. I worked with a designer on my team (Michael K.) to pair words and visual design into effective and compelling pages. Potential members were confused about Landing's offering, so we focused the structure of the page to inform without overwhelming. I used content modeling to distill the information in a way that spoke to the Landing's goals and informed the audience. Members would have this jumping off point to be more informed as they made their way down the funnel.
The membership benefits page is live on hellolanding.com. Take a look at our hard work!
During this refresh, we also worked on a new about us page that further explained Landing's mission.
These were the outcomes.
I'm extremely proud to be the sole UX Writer at Landing. It's a large amount of ownership, but the impact of thoughtful content is measureable. Content helps with loyalty, customer satisfaction, conversion, and so much more. A top-of-funnel project I wrote copy for resulted in increased awareness of key cancellation policies that were frustrating users who couldn't find this information. 80% of users polled said they were aware of the cancellation policies for a specific reservation type, an increase of 25 points from the last poll before the updates. In the coming months, the conversion metrics for that type of reservation continuously set new records.
Working within such a large space made me appreciate the end-to-end experience. Since I had to become a subject matter expert in many different areas of the business, I was able to deeply identify with our users and what they might be experiencing during each part of their journey.
I learned that maintaining focus on a solution, even if it meant taking some hard feedback, and always being optimistic can be key drivers in the completion of a project.