UX Writing Tradingfeed
Content design for a B2B trading platform.
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Tradingfeed was developing a new AI-powered B2B electronics trading platform and needed to build the brand and product from concept to launch and later growth.
Pro & Premium
Registration
Context
Tradingfeed is a groundbreaking AI-powered platform that simplifies B2B electronics trading for both new and experienced buyers. It aggregates signals from platforms like WhatsApp, creating a unified experience and eliminating the need to jump between apps and services, helping users find their next deal faster.
My role as the sole UX writer was to ensure that the initial touchpoint—the Free Trial, Pro, and Premium registration—was as seamless as it was comprehensive, setting the stage for a smooth user journey right from the start.
Before: Initial Concept
The Challenge
However, the initial user registration flow for Pro & Premium subscriptions presented a hurdle. It was essential to strike the right balance between collecting necessary user details and providing a welcoming and engaging experience.
The Fix
Structure and Clarity: I broke down the registration process into three renamed stages and used progress indicators to keep users informed and motivated to continue.
Conversational Voice: Using Tradingfeed's brand voice and content style guide (developed by me), I infused the registration process with a conversational tone. This made the experience feel more human and approachable.
Humanizing Errors: Technical error messages can be confusing. I switched up the language to be clear and user-friendly, eliminating developer jargon and ensuring users understood any issues they encountered during registration.
See the fix below ↓
Strategic Impact
Recognizing the potential for user apprehension with upfront paid subscriptions for a new platform, I advocated for a 7-day free trial. Using the principle of reciprocity, this strategy aimed to encourage new users to test drive the platform firsthand and increase the likelihood of upgrading later. Thankfully, the product owners and founders eventually agreed and implemented this recommendation.
Results
By refining the registration process and introducing a free trial, we achieved a positive user acquisition:
Pre-launch waitlist: 432
Launch sign-ups: 348 Free Trial / 216 Paid
How I helped
As the sole UX writer, I prioritized clear communication and design to help simplify registration for a more positive and branded user journey that ultimately increased sign-ups for the Free Trial and Pro plans. My role included:
Collaborating with design and development teams to optimize user flow (identify requirements, friction points, simplify registration)
Aligning key messaging with product owners
Developing compelling copy and tone of voice
Conducting user research to validate copy effectiveness
Beyond Registration
My role went beyond developing registration and other user touchpoints. As part of a comprehensive content strategy, I developed key brand elements and user communications, including:
Brand Voice & Tagline
Content Style Guide
Multi-Page Website Copy
35 Transactional & Marketing Emails
Chatbot Sequences
FAQs
Video Scripts
Social Media Content (new LinkedIn followers: 1.5k+)
This holistic approach ensured that every piece of content not only guided users through their platform journey but also reinforced a cohesive and engaging brand narrative at every step.