Designing web experiences since 1999

Acrolinx – Content Marketing Platform

Interaction Design
UX Design
Information Architecture

The challenge

The challenge was to help writers in large corporations to keep consistency, quality and tonality within their writings on a global scale whilst also maintaining current creation workflows.

My role

I was the UX Designer and Researcher for this project. I was responsible for the research process, user flows, wireframes and prototyping. I collaborated with the various development teams supporting them during the agile development process.

The research phase

Acrolinx were looking to grow. During the research phase, we used a variety of different methods to gather information about the potential new market area for Acrolinx to diversify into. One main area of focus that we looked into was content marketing. I wanted to find out if this was the right place for the company and the capabilities of the software.
  • We started off with market mapping. We analysed all of the tools that are associated with content marketing and organised them by type and market.
  • Secondly, we wanted to understand how the writers work. We sat down with the writers and managers alike so we could understand the processes they follow on a daily basis.
  • Finally, by organising workshops with internal stakeholders and development teams we were able to discover the company’s capabilities.

The definition

We analysed the research data that was collected and came to the conclusion that a cloud based option was going to be the best route to follow. This will allow the company and writers to better co-ordinate with one another. It also takes any geographical location problem out of the equation. What can now happen with this cloud technology is the ability for Acrolinx to organise their writers and integrate a workflow for reviewing content on a global scale.

Based on the specific market analysis we decided that it was paramount for the writers to keep the same tonality across all of their writings for the companies they are working with. This allows for an increased ease of reading for the end user who may browse a variety of different articles from one large corporate website. Acrolinx helps to keep the tonality of different writer’s articles consistent.

What we found out from the user research was that they wanted a tool that can integrate with their style. This will allow for each writer to use his/her preferred choice of writing documentation software or program (MS Word, Google Docs etc). The most logical way to integrate Acrolinx into their life was to design a plugin that connects to the companies cloud. The tool also includes other supportive elements such as “Personas” so the writer can figure out the target reader they are writing for. It also includes analytics so that they can track the quality of the content or access the style guides that could aid the writers during the writing process.

Brought to Life

As a result of our findings the tool now has two main elements. The first of which is the management tool within the cloud. This is where the managers have the ability to take control of the different projects that are open, view the status and most important the quality of the content. Secondly, they can now increase the quality of the tool defining rules, styles and vocabularies which allow for greater consistency. From the writer’s side they can install the Acrolinx plugin in their choice of documentation software. This allows for a quicker increase in productivity and content quality.