After forming a tight working group across Revenue, Product, Design and Research, we dug deep into the insights worth actioning. We pooled data from customer interviews, usability tests, sales call transcripts and more to understand exactly where the friction lay – and crucially – what was causing it. 

We then carried out A/B tests among the customer personas that mattered most, filtering a list of what landed and what didn't. We found that minor changes in language to improve clarity and quality were desperately needed, while certain instructions were adding complexity rather than removing it.

I led copy across every touchpoint, ensuring quality, consistency and a seamless customer experience throughout.