Tone, language, and consistent UI touchpoints to create a memorable and holistic experience.

Qwilr is a simple but powerful content editor that helps businesses create beautiful sales and marketing documents as interactive web pages. Replacing heavyweight tools like Photoshop and PDF, Qwilr empowers anyone to create and design and promote their business with confidence.

I joined the team to develop our content strategy across both marketing and product content, with the goal of evolving our brand, educating customers on new and existing features, and maturing the role of content in design. 


✨ Content design

I work at the intersection of language and design—and it’s where I’m most passionate. I’ve conducted UI audits, revised taxonomy structures, and introduced entirely new features to our users using Qwilr’s shared product language. The (growing) foundation of names and order allows us to move faster through the development process, and has helped our design and eng team communicate clearly.

Help people create beautiful sales and marketing documents using dynamic and interactive content

Clear content led by an overarching tone and style guide and content principles

How I helped
Figma prototyping
UX writing
Naming components

UI copy 

Qwilr’s interface copy aims to guide, educate, and celebrate successful moments for our customers. Initially starting as a last-minute-latch-on for most features, I helped to mature this writing process as an early consideration during design, which creates a far more holistic experience for the user. As a team of one working with design and engineering, this process has helped the business understand the role of considered product content, including measurable adoption and revenue impacts, and contributing to intuitive user experiences.

Original error messaging shown to users who open a page in different tabs or browsers
New error messaging explaining the problem and how users can action a resolution
Before: Non-paying users were abruptly locked out Qwilr, with no way back in unless they upgraded to a paid plan.
Now: Offering a pathway back into the product and curbing any anxiety about the impacts on a user’s live pages.
Feature naming and groupings
Placeholder text for editor and comment threads
Encouraging users to invite their team and purchase extra seats for their account—updates to flows saw a +10% on team expansion.
Tooltips to help users understand the outcome and impact of their actions
Confirmation message triggered when users choose to save style
Modal triggered when users make changes to an existing style
Modal triggered when users choose to rename style
Confirmation message explaining the implications of deleting a style already in use
Clear and action-focused tooltips used when introducing new icons
Clear tooltips and information hierarchy to help users decide which plan is best for their need

Structural language reviews

The naming we give components extends beyond just button labels and dropdowns, but how we refer to parts and pieces internally. For Qwilr, we wanted to create a shared product language between our design system, code base, prototypes for testing, and the user-facing help docs, communications, and the feature we ship. I advocate for the importance of this process, and work with our Head of Design closely to evolve it as our team grows. I started with a design doc listing UI changes, which then turned into reviews earlier in the design stage, and now language reviews are a clear part of our product development process.

I help order the taxonomy of components when new features are being wireframed, all while keeping in mind how this language can be used for our users in relevant context.

Naming components and parts for “sharing panel”
Taxonomy mapping using Airtable

✨ Increasing adoption using content

I looked closely at points in our users journey to pinpoint high drop-off and used content to encourage and change behaviour. I worked on a number of experiments to increase our customer’s activation and retention rates, starting with research to better understand the problem, methods to weigh potential impact, and finally, executing small experiments to larger scale projects to increase these rates.

Understanding why people struggled to share proposal and create other use cases

Understand use cases, channels, and user needs to give them the most relevant path

How I helped
User research
Designed onboarding flows
UX writing

Customers need to pitch the tool internally

A B2B SasS tool is always going to require an internal pitch, and we helped users who we knew were interested in inviting their team to Qwilr do this with eloquence. Arming them with a battlecard they can share with their manager or team helps them explain the value in our tool and get them onboard. I saw a 60% increase in trial to customer conversion by equipping these users with value props and benefits they could circulate internally.

In-app message targeting user on relevant section of the app
“Qwilr page” created for user

Find product channel fit

Our team dug into the different channels users were signing up from, and found the leading indicators of conversion and churn tied to those channels. From there, I segmented and personalised our onboarding emails to speak to those needs. A conversion indicator that may work for one segment, might not necessarily work for another. Pushing CRM integrations to your freelance photographer isn’t going to work, and neither will asking a CMO to “create more projects”. In this example, I marketed an engineering-as-marketing project to freelancers, and tailored the first four days of drop emails for their needs.  This iteration saw a 150% increase in trial conversion through accurately targeting the right product features to the right users through a series onboarding emails and in-app messages.

Landing page for Document Generator, a growth project for Qwilr.

First onboarding step, where users can choose their brand style
First four days of emails tailored to freelancers

Dogfood your tool

Qwilr is often known as a proposal tool used by sales team, and we wanted to expand our use case to content and marketing. By sharing newsletters, content articles, and case studies made using Qwilr with our users, we saw activation across these templates and use cases increase by 500%. Closely following this, regular exposure to this material doubles the rate at which they share these use cases with their network.

✨ Evolving the brand

Over time, the Qwilr site outgrew its messaging, both from a customer and employee brand perspective. I was responsible for rewriting key sections of the website, including landing pages responsible for our highest conversion, our careers page, and our blog.

Explain our mission to both customers and potential candidates using key areas of our company website

Use language and tone to tell our story and explain the value of Qwilr

How I helped
User research
Designed onboarding flows
Website content
Developed jobs-to-be-done cards for customer segments

Broaden our positioning

As a first touchpoint with Qwilr, our marketing website is an important part of finding customers and more importantly, helping them understand the concept of Qwilr. As the product evolves, the website was redesigned to better reflect the company’s vision, key target markets and their related jobs, and our growing team. This project saw the combination of design and language come together to create a a thoughtful representation of our evolving brand and mission—while also helping customers find the most relevant content for their needs.  

Front-loading the benefit of Qwilr, followed by a clear subheading on the homepage.
Tailored homepage targeting larger teams within organisations

Landing page offering varied use cases for Qwilr

Set foundations for the blog

As an extension of our brand, our blog was also restructured and redesigned to reflect our positioning. I concentrated our focus on targeting potential Qwilr customers, and completed a content audit on our previous blog content, moving content related to our internal practises and principles to our product blog. Using a mix of customer research and SEO data, I structured the categories around use cases for Qwilr, which drive sign ups through related landing pages promoting our templates. For example, readers can learn about creating case studies and then go onto to personalize a free case study template. Alternatively, readers can also subscribe to the blog, where they are nurtured into customers over time through helpful and targeted content. 

To scale our content production, I also hired a team of freelance writers.

Blog homepage with a highlighted featured article
Blog category page
Independent post pages
Different call-to-actions to create relevant pathways for different pieces of content

Create an employee brand

Between 2017 and 2019, Qwilr’s team grew from 15 to 34. To continue growing our team, I rethought Qwilr’s careers’ site to better represent our mission, values, and, most importantly, our people. I focused on creating a clear narrative of our company culture, starting with our guiding principles, then moving into more tangible practises, like our distributed team, life-compatible workplace, and benefits, then finally into our open positions. This process started with an interview with the co-founders, and then wider interviews with the rest of the team. We’ll soon be adding to this site and adding “team spotlight” pages, which show the people behind our cross-functional teams.


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