MATCHES FASHION and FLANNELS UK

MATCHES FASHION UK & FLANNELS

OVERVIEW

Role: UX Writer and Copywriter

Companies: MATCHES FASHION UK and FLANNELS

Additional Expertise Applied: Content design and strategy, brand voice and authenticity, SEO optimisation, product flows, site and app improvement optimisation

Location: Remote

As a UX Writer and Copywriter for MATCHES FASHION UK and subsequently FLANNELS, both luxury and premium fashion and homewares ecommerce retailers, I enriched our customers’ digital shopping experience across their mobile apps and web platforms. Working within both cross-functional product and copywriting teams, I leveraged my expertise in content design, UX writing, and conversion optimisation to create compelling customer journeys that drove engagement and sales.

Strategic Content Design to Enhance User Experience

Working collaboratively with product managers, designers, developers and content teams, I played an integral role in both MATCHES and FLANNELS’ content strategy for both native mobile apps and web platforms. My role encompassed creating and implementing content guidelines, adding new landing pages for featured brands and campaigns, developing user flows, and establishing brand voice consistency across all digital touchpoints. Utilising user behaviour and A/B testing, I worked to optimise creative site content and refine the customer journey to improve navigation while reducing friction points.

Key achievements:

Increased mobile app conversion rate by 3.2% through optimised product discovery flows and simplified checkout experience
Reduced customer support enquiries by 28% by improving clarity in transaction messaging and return processes
Established comprehensive content guidelines that reduced inconsistencies across platforms by 40%

Strategic Content Design to Enhance the User Experience:

Exceptional High Fashion and Homewares Content Strategy

Working with a variety of cross-functional teams, I worked on the development and implementation of a content framework that balanced luxury positioning with accessibility and inclusivity. This approach involved:

Creating expandable product description templates for each our distinct product offering groups with modular elements as required to give our product pages a cleaner look while increasing team writing efficiency and maintaining brand consistency
Developing SEO-optimised content patterns that improved organic search visibility
Simplified app interactions with intuitive user flows and easy to understand copy, with a special focus on the 'How can we help you?' section to increase user satisfaction, keep users within the app ecosystem and minimise customer service enquires
Implementing inclusive language guidelines to resonate with our diverse customer base
Managing high-volume content production (40+ product descriptions daily) while maintaining quality and brand standards

Qeeboo Golden Brothers Lamp landing page featuring:

Brand aligned copy, combining the brand voice of both FLANNELS and our partner Qeeboo
Expandable, modular product description, delivery and returns sections from the our content strategy
Multiple features to increase Frasers Plus partner awareness and utilisation

FLANNELS app returns flow and copy

Copywriting and Content Design for Conversion Optimisation

Through data-driven content design, I significantly improved the customer journey, sale conversion rates and awareness and utilisation of partner services:

Working with our credit product partner organisation, Frasers Plus, to optimise site and app copy and content, and increase site placements, increasing service awareness by 33% and utilisation rates by 11%
Optimised product filtering, leading to a 3.8% increase in successful product discoveries
Improved CTA campaign messaging, improving add-to-bag conversion by 2.7%
Enhanced integrated check out newsletter signup flows integrated into check out, increasing subscription rates by 5.1%

Key examples of Frasers Plus inclusion on the FLANNELS site and app, app and homepage promotional top of page floating banners, in product description content blocks and more information pop up content.

Running promotional landing page copy

Transition to FLANNELS: Establishing a Consistent Brand Voice, Mobile App Experience and Cross-Platform Integration

As part of the content team at Matches Fashion and Flannels, I played an integral role in creating seamless experiences that unified both digital and physical touchpoints. Working closely with product managers, designers and content strategists, I helped develop and implement content frameworks that maintained brand consistency whilst optimising for mobile-first interactions. Through implementation of WCAG 2.1 accessibility guidelines, we improved the app experience with semantic HTML for screen reader compatibility, improved error messaging clarity and dyslexia-friendly font sizing. As an iteration of our content approach, I also included additional content guidelines to remove any gendered language, incorporate size-inclusive terminology and create exciting yet concise, jargon-free messaging for our diverse customer base.

Working on the transition to FLANNELS after MATCHES ceased trading, I was an integral member of FLANNELS’ product discovery experience project team - a working group to improve MATCHES’ previous app and website IA and navigation, along with establishing a distinct brand voice for FLANNELS that was reminiscent of the MATCHES luxury products and experience our customers knew and valued, whilst building independent brand recognition and trust, ultimately driving sales by encouraging customers excited to shop with their new luxury fashion and homeware retailer FLANNELS.

Editing and reviewing our content strategy and product discovery experience project enabled customers to move effortlessly between mobile app browsing, desktop wishlists and in-store purchases. By crafting a clear and distinct brand voice for FLANNELS with platform-optimised content that supported users of varying technical proficiencies, this initiative delivered a 4.4% increase in cross-platform engagement and 3.2% rise in completed purchases. Our focus on clear information hierarchies and descriptive text ensured the experience was accessible and intuitive for all users.