Buy&Ship content

Background

Buy&Ship helps people shop across borders and gives them access to hard-to-find overseas products. ​

Conflict

When I joined Buy&Ship in 2023, their web content was unclear, lengthy, and confusing.​​​

Strategy

I created a spreadsheet and listed problematic content with screenshots. I added my optimised content for comparison and used explainers to help stakeholders understand the issues. 

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I based my suggestions on surefire content principles: clear, concise, and useful. 

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I then shared my spreadsheet with marketing, UX design and other UX writers for feedback.

My suggestions list gave stakeholders visibility on the proposals

Climax

I implemented the changes and reduced content by about 20% on average. That meant cleaner-looking designs with easy-to-read text. 

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Overall, the content became clearer and more engaging.​

Proxy shopping infographic: Before and after

Postscript

I created a style guide for Buy&Ship that set out best practices for content writing so that our teams had guidelines.

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I also built a knowledge base for the UX writing team, where we could find:​

• Style guide

• Career development goals

• Inspiration

• Content audit log​