Case Study:
UX Content Strategy

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Role: Copywriter (Vaco)

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Focus: Content Strategy, A/B Testing, User Experience (UX) Writing

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The Challenge

 

While working with a major digital app store, a large volume of content was underperforming. The existing taglines and descriptions were generic, focused on features (what the app does) rather than user value (what the app does for you), leading to low user engagement and poor discoverability.

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My Action

 

My goal was to optimize the content funnel by translating complex technical features into clear, measurable, and engaging UX copy.

1. I analyzed user behavior trends to identify why users were bouncing from product pages.

2. I rewrote and synthesized technical descriptions into concise, high-impact taglines that prioritized immediate user value.

3. I created multiple copy variations which were then A/B tested to measure which phrases and value propositions resonated most with the target audience.
    

 

The Outcome
 

By shifting the narrative from technical features to user-centric value, the new copy variations directly improved key business metrics. The optimized content demonstrated a measurable lift in user engagement and discoverability, with the winning taglines increasing click-through rates on tested content. Proving that strategic, data-informed writing is a critical driver for enhancing user experience and achieving business goals.