Company: Kolabtree, a London-based open talent platform that helps businesses hire freelance scientists.
My role: Content strategist
The challenge: Reduce the time users were spending to take a decision on a specific page, by showing them clear, unambiguous options
The solution and my contribution: The categories and their subcategories were completely restructured. I reduced the number of options, and created parent and child relationships through a card sorting method. I then sliced the content in such a way that it was delivered in digestible chunks. Along with my product manager, I mapped the old and new categories to make sure there was no gap in the process. I used a word analysis tool to inform me on the language customers were using.
The result: Empowering customers to make quicker, better choices, that directly fed into conversions. We saw a considerable increase in the users moving to the next step.