CX WRITING / @FJONG

RENTER activation emails

Many users on the website would give us their email but not place a rental. To encourage first-time rentals, I created a crafted a six-part email activation flow. These emails focused on translate the brand’s USPs into a friendly, informal text, consistent with brand’s tone of voice and soft-sale ethos. In these emails, I tested tested short, witty subject lines to increase open rate and variations on CTA text to increase click-thru rate (witty vs. literal).

packing materials

Unlike an typical clothing purchase, it was important that our renters take good care of the items they had rented and return them on time so they would not be late for the next renter. I created the text for the packing slip to support these goals through clear step-by-step instructions. I also addressed common renter questions and concerns like if their item would arrive in perfect condition and if they needed to clean it before returning it to FJONG.

WEBSITE MENU

The main menu on FJONG’s website did a poor job of introducing users to the variety of outfits available for rent. It also failed to address that most users came to the site looking for an outfit for a specific type of occasion, rather than a specific item of clothing. The information architecture needed to be improved and it needed to be easy to use on both desktop and mobile implementations.

I analyzed our Google Analytics data to see what combinations of filters were most commonly applied when users searched through the inventory (e.g. when a user was searching for dresses, which other filters were most commonly applied: brands? occasions? colors?). With this data as the framework, I worked with our UX Designer to categorize our clothing into groups most likely to catch the eye of a browsing user. We refined this structure by testing a prototype with users tasked to find a specific piece of clothing.

home page

FJONG’s homepage initially had very little information explaining how the service worked. Users were often interested in the clothing on the site, but did not understand that the service was to rent and not buy the clothes. In the first iteration, I wrote new content for the homepage that a provided clear and simple explanation of the rental service, the benefits of renting, and what sort of outfits were available.

Base on user research, the second iteration introduced a toggle option, so the user could view content about how the service worked for renters, or for lenders (people wanting to earn money from lending their clothes through FJONG). I also introduced customer reviews and press quotes as additional forms of social proof to reduce the perceived risk of trying out this new service.

transactional emails

Since renting was a new and different process from purchases clothing, it was important that renters receive information about their order status and the next steps throughout their rental process. I crafted text for FJONG’s transactional emails that answered common questions for the customer at each step of their order. I collaborated with design team to add a step-by-step key the top of each email (so they customer can see where they are in the order process). I collaborated with development team to add additional information about rental pick-up/delivery arrival and return times (rather than just dates) to the email to encourage more items to be returned on time and prevent cancellations for the next renter of the item.

CX Writing at FJONG

Challenge

FJONG is a clothing rental platform in Norway. Renting clothes was a new concept at this time and customers were hesitant to try this new service. Customers needed more information on how and why to use this clothing service to encourage initial and repeat rentals.

Solution

Support customers in deciding to rent and throughout their rental process with clear and friendly step-by-step instructions.

MY ROLE

I served as Head of Product & Design as well as the sole CX and copy writer at FJONG. I collaborated closely graphic designers, developers, marketing and operational staff on these projects.

How I helped

• Collaborated with management team to clarify conversion goals and key messaging

• Clarified and codified brand tone of voice to ensure consistency across touchpoints

• Developed new copy for website, emails and packaging

• A/B tested variations of copy to further refine brand standards and support conversions