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Amazon

Amazon acquired a few industrial and scientific companies, entering into a highly fragmented yet lucrative industry known for difficult catalog interfaces and highly technical information.

 

As they set out to make a groundbreaking user-friendly interface, they also invested in overhauling the product information. They hired a small team of writers with experience interpreting complex and technical information to craft easy-to-understand copy. I spent 5 years on the team.

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Eventually this site became the Amazon Business we all know and love.

Case Study:

Product descriptions for 'Hand File Sets'

(claim to fame: was spotlighted on Amazon's homepage on Black Friday)

Discover

Each product category has different uses and users, so my process starts with RESEARCH.

  • Competitor research:

    • What information do the biggest competitors include?

    • What information is confusing to a novice (me)? 

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  • User research:

    • Gather user stats from the Amazon's category owner

    • Read through reddit threads, industry-specific message boards, to see what common questions are popping up from novices

    • Look through product reviews on amazon and competitors to see if customers are surprised about anything​​

  • Product research:

    • Look through all the product literature to see if all info users need is available​

    • Have conversations with manufacturer's engineers to get additional info and/or clarification about product/concepts

    • Educate myself on the product concepts from reliable resources so I can clarify things for novices

Define

Crafted a quick persona that identifies needs and problems based on the research.

Develop

Why a template?

Parallel structures enable quick comparisons between descriptions when users are trying to find the right product for their application.

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Planning out the necessary info makes sure to address all of the paint points and needs identified in the persona above.

Why a copy guide?

It enables plug-and-play efficiency when crafting hundreds of descriptions, leveraging modular copy.

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The spreadsheet is searchable and will have all of the copy needed for specific hand file attributes.

In preparation to write the product descriptions, I created a template and a copy guide.

Deliver

Crafted hundreds of product descriptions for Amazon Business's hand files category. Written using HTML coding for easy upload.

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Example description:

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