Frictionless journeys through content design
- Nordic telecom and digital services provider
- 2025-04-16
- UX writing
A leading Nordic telecom and digital services provider aimed to elevate the user experience of one of its business portals, where complex journeys and technical jargon created significant barriers for customers. By unifying the portal’s language and tone, we created a clear, accessible, and trustworthy experience that simplifies tasks and builds user confidence.
Challenge
Users were hindered by complex journeys with inconsistent copy and technical jargon. This led to process abandonment, increased user errors, and a fractured brand experience that eroded trust and increased the need for customer support.
Our approach
We integrated specialist UX writers into the design process to introduce a strategic, user-centric approach to all copy. This involved designing clear, action-oriented language to simplify complex instructions and establishing a unified tone of voice that aligned with the brand’s promise of being helpful and trustworthy.
Impact
The new portal empowers customers to be more self-sufficient. User testing confirmed a significantly smoother experience with improved navigation, while less technical jargon reduced user errors and the need for support. The unified tone of voice has strengthened brand recognition and user trust throughout the product.
~15K
Monthly users
60K+
Monthly start page views