Project: MYOB comparison app

The problem

MYOB sells two distinct accounting software products. However, their features are asymmetrical, which results in a traditional comparison table that is difficult to read.

Feedback from sales teams and churn rates indicated users weren't confident that they had chosen the right product. However, once introduced to the alternative product, they were much happier. We made it difficult to make a decision.

I contributed content design and strategic input to a completely new comparison web tool to help users:

Be more confident in their choice, in order to...
Reduce churn, and...
Increase NPS

Initially, a higher conversion rate on a redesigned comparison page was chosen as a success metric.

THE PROCESS

I started with our product descriptions.

Essentials: "Online accounting software for small businesses"

AccountRight: "Powerful accounting software for bigger businesses"

These are subjective statements, and users were confused about whether they were "big" or "small".

I created new descriptions (working in-hand with marketing and brand) that focused on the features each product did or did not have (as seen to the right).

Usability testing revealed initial response to these descriptions allowed users to make a distinct and more confident choice, in less time, than the previous descriptions.

The process (cont)

Now we could move on to the rest of the design.

As the writer on the team, my main concern was ensuring users understood what each feature was, and what if offered them.

Usability testing provided some evidence users didn't understand what some features meant. In particular, "Job Tracking" was a problem.

Originally, this piece of microcopy told users they could "track the profit and loss for each job". Perhaps strangely, users wanted to know how. (They are business owners, interested in details.)

I changed the copy to focus more on the process, which resulted in positive responses. (See image to the right).

I worked closely with marketing and brand to create product descriptions that were clear, and easily understood, while still reflecting the reality of the product.

Usability testing indicated we hit the mark with these descriptions.

PROCESS (LANGUAGE)

One of the biggest challenges I came across was an understanding of how users perceived one particular feature: the ability to link a bank account.

As you can see on the right, the feature listed is called "bank reconciliation". Usability testing indicated users didn't understand that term. Additionally, "bank reconciliation" was an SEO requirement.

The table also featured the phase "25/month" meaning 25 transactions per month - but usability testing indicated that wasn't clear for most users. Designers stressed we had little room to expand the table to include the word "transactions".

I added a tool tip here that clarified the transaction issue. Follow-up usability testing indicated this satisfied users.

However, if I could do this project again I would have pushed harder on making sure the initial language in the table was more helpful for users. I also would have shortened the tooltip.

*This tooltip satisfied users, but I felt was too long.*

solution + results

Language changes during the prototyping phase led to an observable increase in users who successfully complete tasks during usability testing.

When placed online, the new app resulted in a conversion rate increase of 10%.