Website content design and UX writing

Our team led a complete redesign of the BC Ferries website from the ground up, including a reimagined booking experience, better organized web content, an "Expedia-like" travel package booking service for BC Ferries Vacations, and more.

The original website had an out-of-date design that was a pain to use on a mobile device, so our strategy was to create a crisp and concise layout with a mobile-first, responsive layout. The new website launched in the fall of 2020 and has processed billions of dollars in transactions since.

My role

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  Content design & SEO: I led a complete revamp of our corporate voice and tone and condensed more than 4300 pages on our old website down to ~400 concise and SEO-friendly pages.

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  UX writing: I wrote data-driven microcopy, transactional emails, promotional content and more, to improve user engagement and streamline the user journey. My involvement played a key role in achieving more than a 30% increase in customer satisfaction scores on our website in the year following launch.

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  Ensure consistency: I focused on maintaining a coherent and consistent brand voice across all website content. My aim was to ensure a seamless and engaging customer experience that builds trust and fosters customer loyalty.

Reimagined voice and tone

For years, BC Ferries used a more rigid tone when communicating with customers. As a copywriter leading content development on the new website, my role was to champion a more human voice and tone company-wide, and ensure consistency across all of our digital touchpoints.

Due to the intricacies of their business, BC Ferries also has highly complex business rules and operational procedures. My biggest challenge on this project was fully understanding these complexities and translating it into clear and concise content for our B2C and B2B customer base. My approach was to break down complicated procedures into simple, easy-to-understand steps. This resulted in a more accessible and user-friendly website that resonates with BC Ferries' diverse customer base.