Project: Improving Copy for Optum Perks’ Async Widget
For this project, I worked on optimizing the copy for Optum Perks’ async widget, a tool designed to help users quickly get to the right digital tool for their health needs. My goal was to enhance the user experience by addressing key pain points, improving clarity, and ensuring consistency in tone and voice across all interactions.
Through collaboration with cross-functional teams, including UX designers, product managers, and researchers, I identified areas of improvement in the widget’s copy to create a more user-centered experience. This involved addressing issues like vague instructions, overly complex language, and a lack of transparency in key areas such as terms of use and post-interaction messaging.
Key Contributions
Simplified Onboarding and Instructions: Streamlined introductory messaging to ensure users understood the tool’s purpose and functionality quickly and easily.
Improved Button Labels: Updated action buttons to be more specific and actionable, aligning with user expectations and reducing confusion.
Enhanced Transparency: Added clear explanations around steps like agreeing to terms of use, ensuring users felt informed and confident in their interactions.
Personalized and Supportive Tone: Revised follow-up and confirmation messages to create a conversational, empathetic experience that reassures users and reinforces trust.
Documented User-Centric Changes: Worked closely with the team to ensure all updates aligned with Optum Perks’ brand voice—approachable, conversational, and easy to understand.
Impact
Increased Engagement: Clearer instructions and action-oriented copy encouraged users to navigate the tool confidently and efficiently.
Enhanced Trust and Satisfaction: Transparent messaging reassured users at critical touchpoints, fostering trust in the service.
Improved Task Completion Rates: Specific and actionable button labels made it easier for users to complete tasks without confusion or error.
Consistent User Experience: By maintaining alignment with Optum Perks’ tone and voice guidelines, the updates ensured a cohesive and supportive user journey.
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Lengthy text made it difficult for users to quickly understand the tool’s purpose and functionality.
Overly detailed explanations risked overwhelming users who wanted to get started immediately.
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Simplified the introduction to focus on key functionalities.
Maintained a friendly and conversational tone.
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Improved Clarity: Users can quickly grasp the tool’s purpose.
Increased Engagement: The concise introduction encourages users to proceed confidently.
Efficiency: Reduced cognitive load allows users to start tasks faster.
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Users who hadn’t agreed to the Terms of Use lacked guidance, creating confusion about why it was necessary.
The tone lacked transparency, potentially reducing trust.
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Added explanatory messaging about the importance of agreeing (security and privacy) and provided clear next steps.
Used a supportive and transparent tone to reduce user hesitation.
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Enhanced Trust: Transparent messaging builds user confidence in the process.
Clear Guidance: Users know exactly how to proceed if they encounter this step.
Reduced Drop-Offs: Improved clarity minimizes user frustration.
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Button labels were vague and did not clearly describe the actions they triggered.
Redundant language added unnecessary complexity to navigation.
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Updated button labels to be specific and action-oriented (e.g., "Find a doctor," "Refill prescription").
Ensured consistent phrasing across the interface to align with user expectations.
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Improved Navigation: Users can quickly and confidently choose the correct action.
Reduced Errors: Clear options decrease the likelihood of selecting the wrong path.
Enhanced Efficiency: Actionable labels speed up decision-making.
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The follow-up questions were unclear, and the language lacked direction, making navigation confusing.
The tone felt generic, reducing the sense of personalization.
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Revised follow-up prompts to use clear, conversational language (e.g., "Do you need help with anything else, or are you all set?").
Created a flow that feels more personalized and user-focused.
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Enhanced Clarity: Users understand the next steps without confusion.
Improved Personalization: The conversational tone makes users feel individually supported.
Increased Engagement: Users are more likely to provide additional input or return for further assistance.
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Closing messages were abrupt and lacked emotional engagement or a sense of completion.
Users were not reminded that support was still available if needed.
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Added a closing message that thanks users and reassures them that help is always available.
Used an encouraging and friendly tone to leave users with a positive impression.
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Improved User Experience: Positive messaging ensures users feel supported.
Stronger Engagement: A warm closing builds trust and encourages users to return.
Increased Satisfaction: Users leave the interaction with a sense of completion and care.