My client was Cox Communications, one of the country’s largest Internet, phone, cable TV and home automation service providers.
— PROJECT NAME
Cox Communications (FCB Chicago's client)
— WHAT I DID
Create/review copy docs
Collaborate with UX designers on wireframes
Follow content style guide and content strategy
Present and deliver work to client
— TOOLS
Microsoft Word, Microsoft Teams, Figma
— DATE
Ongoing (since fall 2020)
As part of a creative/UX team of 15+ people at FCB Chicago, an advertising agency, my client was Cox Communications, a major telecommunications company.
PROBLEM: The client's new content strategy was to update copy and design in its web pages/banners to promote transparency, flexibility and ease to customers. Their goal was to boost online traffic, consumer sales and streamline the online user experience.
Below is a sampling of some web pages and banners I helped rewrite while keeping the company's warm, conversational and human brand voice in mind:
When a customer moves to a new apartment and needs to transfer their Cox Wifi services there, I helped rewrite empathetic copy (above), as moving is often a hectic and stressful task.
Cox wants support pages like this to empower people to take action, so I had fun making the headline directly address the customer, with a clear CTA and a reminder of benefits they can expect.
When a product is outdated or doesn't work, Cox wants customers to not worry and follow easy steps to get back on track.
My team and I ensured the copy (above) is light-hearted and empathetic. We also numbered the steps to make the page more engaging with a clear CTA and helpful in-text links.
New customers who signed up for Cox Wifi would see this banner (above) in their "Welcome" email.
As the client wanted it to sound more purposeful, I replaced the generic "Learn more" CTA with "Explore features" to give customers more agency. I also rewrote the body copy to remind them of Cox Panoramic Wifi's benefits in a warm and conversational tone.