SmartAC.com
Home page UX copy Revamp with some flow changes
UX Writing
Overview
SmartAC.com is a member-based platform that includes a hardware product. It is an affordable technology-based bridge to address homeowners' concerns and negative experiences. This also connects them to an online platform/app that enables easier maintenance of the HVAC systems.
This is a voluntary unsolicited project, just me practicing and doing what I enjoy most - UX writing!
I think the product/platform they offer is very efficient and cool, hence I was studying their website and realized the home page could use a UX copy revamp and some minor flow adjustments.
I am sure a revamp could make this really cool product, even cooler…(literally speaking in HVAC terms)
Step 1 - Brand Voice & Tone guide
The design of the website is good, and based on the color scheme and language used, I made the following hypothesis about their brand tone and voice -
They are honest, confident, and humble. That is their core voice, who they are.
The tone is how they sound, i.e. intelligent, reliable, and formal.
I created this voice and tone map as a content guide for my next steps.
Step 2 - Auditing the UX copy/flow of the Homepage
To understand the performance of the current copy and where the weak content was, I audited the pre-existing homepage copy and overall flow.
See my audit in detail below (click through) -
You can see my audit and iterations definitely improved the way the content would interact with the user.
It maintained consistency without being repetitive.
It communicated facts without being too wordy.
It created trust and confidence without appearing arrogant.
It keeps the user engaged and ensures a smooth, logical flow.
I think SmartAC.com is a great product and these UX copy iterations and a minor flow adjustment can elevate the user experience and increase conversions considerably.
Reflections -
What I would do differently?
I would love to be able to conduct a competitive analysis to further refine the content. I couldn’t identify many competitors for a similar product through my secondary research (aka Google), hence there wasn’t a real competitive analysis done.
I am certainly interested in working on the entire website, as my observations indicate several areas that could use better UX copy.
What else did I do?
I sent my work voluntarily to the Design head of SmartAC.com on LinkedIn. (But given the fact that his last activity on LinkedIn was months ago, I am not expecting a reply soon. If I do, you will hear it here!)