Jeff Doan, product designer and web maker.
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Drive more trials by clarifying the value.

The most important part of a website is the actual words used on a given page (especially the headline). Produtboard’s headline and subcopy were ambiguous and generic, and the value of the tool was not being communicated.

What I did: UX research, UX writing, data analysis, visual design, user recruitment, and data analysis. I interviewed 16 non-customers to understand their jobs, pains, and tools. I then summarized this into themes and 6 variants of value propositions, and tested this further (using message testing).

The old headline + subcopy

The new headline + subcopy