THE @ COMPANY
Website Experience 2020
Responsibilities // Content Strategy, Copywriting, UX Writing
When I worked for The @ Company, a digital privacy-focused tech startup, we were in the process of developing our website and solidifying our brand voice.
Many privacy-related companies rely on alarming statistics about data breaches to frighten people into action. Instead of driving engagement through fearmongering, we wanted to empower the general consumer to reclaim their online privacy with a more optimistic, friendly approach.
THE MANIFESTO
I sat down with the company’s founders and helped them decide on foundational values that we felt resonated with the company’s mission. Together, we developed what would eventually become our company manifesto.
THE 2020 WEBSITE EXPERIENCE
Data privacy is a murky subject, especially because it can be unclear exactly how your data is being misused. As we developed our website, we provided consumers with the educational tools they needed to make their own, informed decisions.
Consumers could take the first step by creating an @sign, which functioned as a username that they could store all their personal data under. To help explain how @signs worked, we listed out the various benefits of owning an @sign and included them on our website.
Each card then led to a mini article which explained how @signs helped make each benefit possible.
For another example of an educational article, view: What Is End-to-End Encryption?
THE REGISTRATION EXPERIENCE
The website functioned both as an educational tool and the starting point for creating an @sign. To ensure that consumers had a positive experience while creating their @signs, I reworked our user flow emails to make them feel more casual and approachable.
ORIGINAL EMAIL
EDITED EMAIL
The initial headline “You will have your @sign soon!” didn’t address the immediate need of the consumer, who is just trying to log in. “Need verification?” is short and to the point.
We also changed the robotic “Your verification code is” to “This code will do the trick” because it felt more human, almost like a conspiratorial wink.