Buy&Ship's
site

Background

Buy&Ship helps people shop across borders and gives them access to hard-to-find overseas products. Their services include proxy shopping, parcel forwarding, and direct shopping.​

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Conflict

When I joined Buy&Ship in 2023, their website and app content needed serious optimisation. The text was unclear, lengthy, and confusing for customers when navigating their services.

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There were no clear boundaries separating marketing and UX content. Since I had recently joined the company, figuring out which stakeholders to speak to was like running through a labyrinth! 

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Buy&Ship's content was unclear and suffered from information overload

Strategy

I created a spreadsheet and listed problematic content, including screenshots. I added my optimised content for comparison and used explainers and a severity level to help stakeholders understand the issues. 

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As always, I based my suggestions on surefire content principles: clear, concise, and useful. 

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After compiling everything, I shared my spreadsheet with marketing, UX design and other UX writers to get their feedback.

My suggested content list gave stakeholders visibility on the proposed changes

Climax

I implemented the changes and reduced content by about 20% on average. That meant cleaner-looking designs with easy-to-read text. 

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Overall, the content became clearer and more engaging for users. 

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Proxy shopping infographic: Before and after

Postscript

I created a style guide for Buy&Ship that set out best practices for content writing so that marketing and UX teams had guidelines to refer to.  

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I also built a knowledge base for the UX writing team, where we could find:​

• Style guide

• Career development goals

• Inspiration

• Content audit log

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