Brief
The Digital Design Team at Canon Australia approached me after completing the discovery and design phase of a large website rebrand aimed to improve navigation for B2B customers. Armed with wireframes ready for build, the team had concerns the navigational language and labels used on the existing website would hinder the success of the new designs.
Problem statement
How might we improve findability and usability with simple, customer-centric language to help B2B customers navigate the website without impacting the consumer experience?
Approach
My approach began with a kickoff session with the UX design team to get an overview of the project. Before drafting the first version, I reviewed the tone of voice (TOV) documents, user testing results, and wireframes.
I consulted on language for the home page, IA, top navigation, and sales sages. I delivered micro-copy recommendations for:
Navigation labels
Section headings
CTAs
In collaboration with the content lead and UX designer, we refined the draft and moved to content review and sign-off.
Additionally, I created UX Writing Guidelines to empower the UX design team (in the absence of a dedicated writer) to make informed content decisions during the design process.
Deliverables
Example one: In this example, the old content presented two similar options with different end paths. This caused confusion and hesitation among users, with many selecting the incorrect path.
I’ve rephrased the content as a question to create a more conversational tone and guide the user to consider their next step. This enabled us to simplify the options by differentiating based on the user needs.
Example two: The original heading, "Integrations" was vague industry jargon, which made it difficult for users to understand the value.
I revised the heading to focus on the benefit, using clear, active language that highlights how simple it is to connect with Canon software. This encourages engagement and makes the value crystal clear.
Sadly, the subline was not in scope for this project as it was content owned by another team. My original recommendation did include it but was not implemented:
Easily connect with our software
Manage your document lifecycle with software solutions that easily connect with your systems.
The subline provides additional details about what the user can do with the software and reinforces the benefit highlighted in the heading.
Before:
After:
Insights
Even the smallest change in language can significantly enhance the customer experience, guiding users seamlessly through a website. But you can't look at a label in silo, you need to consider the full user journey and language used throughout to ensure there is consistency.
In this project, my recommendation was to move away from jargon and where possible, replace with simple language. However, those changes would also need to be reflected across the website and online products which required significant development work. The challenge was simplifying the language while maintaining consistency with existing (less than ideal) wording, ensuring a cohesive user experience.
Tools used: Figma, Grammarly, Google Trends, Google Docs and Google Slides
“We were very pleased with the quality of your work and service. It was very clear as to the add value having your input provided.” Lead UX Designer, Canon Australia
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