AGL
Copywriting | UX copywriting
As part of a short-term contract with AGL, I contributed to a large-scale overhaul of the entire Help & Support ecosystem to reflect user research findings and a shift in content strategy.
The overall goal of the refresh for AGL Help & Support was to shift away from product promotion and lead first with solving for the customer. All content design aimed to answer customer questions first, moving away from existing content strategies to promote products. This philosophy prioritises customer service for better brand perception and CX/UX over product promotion, which is paramount in a support ecosystem.
My role involved structuring and developing content for individual Help & Support topics as well as microcopy across the environment.
Old
New
As can be seen above, the first level of interaction in the revised Help & Support environment promotes self-discovery through consolidated content that is brought up in the content hierarchy.
The below example showcases the shift in content strategy. The old version of a support topic on 'Moving house' heavily promoted the AGL EasyMove product offering, but UX research found this did not reflect why users were visiting this page. The revised page ('New') seeks to remove distracting imagery and create very clear copy around the steps to take when moving home. UX research found users were seeking answers as soon as possible and unnecessary imagery frustrated them.
Old
New
