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Business challenge
A start-up developing a Web application for energy consumers had a high-level site structure and some wireframes, but no copy and only a first pass at menus and link labels. I was hired as lead copywriter to put flesh on those bones.
What I did
The application was complex--the technical specifications ran to 25 pages—so our main challenge was to make the interface easy to understand and use, especially for first-time visitors. Much of that fell on me as lead writer. As usual my role soon expanded to include IA and usability consulting.
Impact
The three ChooseEnergy.com "artifacts" to the right speak for themselves. The heavily edited wireframe is a good example of the middle ground where my writing and IA skills both come in handy.
High point: Clearing out thickets of technical lingo and marketese to creater user-friendly help text, straightforward labels and compelling copy for an innovative Web application.
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