Useful B2B content
Created simple and valuable interface and case study copy for developers and B2B partners.
The Project
Western Union, a global financial company, helps businesses and consumers send payments around the world.
Following a successful partnership with Amazon, Western Union decided to increase its B2B market share and pursue more partnership opportunities.
I wrote new content to improve their existing developer portal.
Objectives
Provide more valuable content
Write clearer copy
Add API self-serve tool
B2B partners and developer journey map
The Challenge
Western Union suffered from a lack of credibility in the B2B market. Their outdated developer portal conveyed a poor brand image, and new partnership leads were lower than expected.
Their developer portal also lacked valuable information and tools.
We had a very tight deadline to deliver this project.
My role
- Content strategy
- UX copywriting
- UX copy lead
Date
July 2020
Team
- Product owners
- UX writer
- UX designer
- UX researcher
- Engineer
Tools
- B2B partner interviews
- Competitive analysis
- B2B content best practices
The Process
- Defined objectives and shared project background at the kick-off meeting.
- Trained with developers and product managers on APIs to understand the product.
- Conducted research.
- Brainstormed with the product managers, UX researcher, and UX designer.
- Collaborated closely with the UX designer from initial concepts to prototypes and final iterations.
- Conducted A/B testing to validate prototypes.
I didn't find much helpful information.
The information provided was not very clear.
I couldn't manage my APIs.
I didn't know how the product worked.
The Research
User research
- Conducted B2B partner and developer interviews.
- Analyzed portal user data.
- Identified information portal user needs to find.
Competitive analysis
- Visa
- Mastercard
- Mercedes Benz
- TomTom
- Cisco
Most competitors’ developer sites included case studies and an API self-serve tool.
What information would B2B users like to find?
The Solution
Wrote simple and clear copy
Industry jargon, which varies from one company to another, led to confusion. I rewrote the copy to shorten it and replace jargon with everyday vocabulary for clarity.
I also worked with the designer to reorganize the information architecture and make the content clearer.
Before
After
Provided case studies
I created case studies and included:
- Key benefits and showcases to demonstrate how Western Union APIs helped other B2B partners.
- The customer journey to explain how the product worked.
I also included the information portal users said they’d like to find on the site while keeping the content clear and concise.
Added a self-serve tool
We added a self-serve API management tool for developers to manage their sandbox and add APIs to their accounts.
I wrote clear and concise interface copy. I trimmed the unnecessary wording that would clutter the interface without adding any value. I favored white space, clear labels, and clean tables to help developers fill out forms and manage their APIs.
Concept 1 (recommended)
Concise and clear
Concept 2
Detailed
The Result
- 22% conversation rate increase
- 41% increase in new B2B partnership leads
- Improved band image in B2B market
