cemantica

Cemantica had grown up and wanted the UX in their customer experience platform to reflect their new capabilities and customers.

Impact

Surfaced and remedied 50+ inconsistencies

Set the content foundation for faster shipping

Improved UX for new features and journeys

The Challenge

The business had started plans to launch new products and features, and wanted a solid foundation from which to build on for future copy without a UX writer on hand. However, research had already shown that users found elements of the existing platform overwhelming and often didn’t discover or understand how to much it could offer as a self-serve tool.

My Approach

  • The platform audit needed to be broken down into several segments because of the amount of user journeys and multiple entry points possible.

  • Collaborate with Head of Customer Success to utilise and integrate real-world user feedback into existing content and new features.

  • Redesign key components to included benefit-led statements and implement greater use of tooltips for icons to provide greater clarity and helpful indicators.

  • Work with Head of Product, Sales & Marketing Director and the Founder to create and formalise the language and tone used on the platform.

  • Author a content design style guide that defined taxonomy, grammar and patterns for easy replication.

The Work

New Dashboard

My keywords: Clean, clear, approachable

What this means in practice:

  • Button labels and body copy have more clarity on the actions immediately available and their benefits.

  • Iconography works with the content improving comprehension.

Result:

A clean, inviting dashboard providing clear entry points. Additionally, the taxonomy decisions made here allowed the language, tone and terminology on other user journeys to remain consistent.

Key User Journeys

My keywords: Discoverable, utility, beneficial

What this means in practice:

  • With so much of the data and content being created by the user, it was vital that all microcopy was concise, clear and didn’t distract but enabled them further.

  • Labels and icons were redesigned together to ensure accessibility and simplicity.

  • Empty states provided more context on the possibilities and opportunities available.

Result:

The end-to-end user flows were now clean and intuitive enhancing the UX

Content Design Style Guide

A content style guide was created that defined rules for the business. This meant every touch point - whether written or spoken - the same tone, terminology and taxonomy were being used.

Result:

This guide provided a solid UX writing foundation as more products, like an AI assistant, were being introduced. It would be consistently referred to by Sales & Marketing, Product and Customer Success.

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