Swit Snap AI

Overview: Swit, a B2B SaaS work platform startup, was launching an AI tool called Snap on a tight 2-month deadline to stay aligned with industry competitors, attract new users, and appeal to investors.
Team + Role: As a part of the AI UX writing team, I collaborated with the Head of Product, 2 AI team product managers, and 2 designers to conceptualize Snap’s brand voice and created all the English microcopy according to the brand voice.
Impact: We were able to launch Snap to align with the timeline of potential investor funding rounds.

Challenges

Through user testing, the PMs discovered 3 challenges that needed content design solutions.

1. AI Prompts

2. CTA Button

3. Disclaimer

Challenge 1: AI Prompts

When I was pulled into this project, a basic Write feature screen design was already in place. Through usability testing with current users however, the PMs found that users didn’t know how to instruct the AI with the original design and had difficulty entering a prompt that would be long enough to generate a useful result. Consequently, the PMs turned to the UX writing team for guidance on how to better assist the user.

We concepted this list of tones, lengths, and formats that the user could use as shortcuts in creating an initial prompt. We collaborated with the PMs to identify the categories that would best help users (mainly company employees who use Swit) quickly accomplish work tasks. We created a finalized list and handed it off to the designer to update the final screen.

Impact:

The prompt categories helped users save time when it came to writing the initial prompt and thus, helped streamline workflow. These categories also allowed users to learn how to maximize the potential of Snap for various work tasks.

Challenge 2: CTA Button

The current CTA button copy for all the features was dry and too “machine-like” and not aligned with Snap’s conversational brand voice.

Impact:

We decided “View suggestion” would best give the user a sense of agency in using Snap throughout their workflow, while sounding friendly and supportive. This CTA acted as the guiding force for all other Snap feature CTAs and helped establish consistency in brand voice throughout the AI user journey.

Challenge 3: Disclaimer

I had to create disclaimer copy that would comply with legal requirements, fit within the limited character count, and accurately inform the user of the risks of using Snap.

Impact:

After creating 4 versions, I collaborated with the PM and we chose the fourth version, which best fulfilled all 3 goals mentioned above, with character count to spare.