UX Writing for a Product Launch

In-app copy for Freshchat

Launched Freshchat as a 3-in-1 chat product. Helped scale it to $1MN ARR in a record span of seven months.

Overview

Three different product offerings were coming together to become a new chat product under the Freshworks suite—Freshchat, targeting a completely different user persona.

Imagine this:
Pencil + eraser + sharpener = mechanical pencil.

That was Freshchat.

Pencil

Eraser

Sharpener

Mechanical Pencil

No, this is not an ad! Yes, Faber Castell makes some of the best stationery! :)

Hypothesis

Launching Freshchat as a standalone product would attract small and medium businesses (SMBs) into the Freshworks' ecosystem, making it a powerful platform for customer engagement.

Estimated Benefit

Merging different offerings and their users into a single product, reducing the price and pitching it as a new solution would make SMBs feel like they are getting more value for less money—aka the magic mechanical pencil. This would set Freshworks up as an even more robust ecosystem.
Every SMB would start seeking that mechanical pencil. 🪄

Implementation

Across 6 months right from ideation until launch, I worked as a UX Writer and Copy Strategist with PMs, developers, designers and research teams to craft sharp UX copy adhering to Freshworks' design guidebook. There were a few competitors in the market whose products were top-notch and sought after—making it crucial to retain current customers, while building one that is easy to navigate.

I reached out to customers who used competitor products, wrote educational microcopy, envisioned bot conversation flows, introduced a mascot voice and built naming systems based on the idea of Google Docs' anonymous users. I also rallied cross functional teams to align on user-focused solutions and conversations, and communicated the value of content design.

Results

Launched and scaled Freshchat to $1M ARR in a record span of 7 months.

20% of new conversions came from users who were with competitor products.

Built a refreshed UI. The user experience was appreciated and was a cause for new signups and conversions.

Skills used

Multi-tasking — worked across marketing, support, engineering and design. Set weekly and monthly goals with each of these teams which I then achieved.

Transparent communication — used tools (Trello, Slack) to assign roles and responsibilities to bring everyone to the same page

Time management — built timelines with review dates. Built a schedule for meetings to give and receive feedback; and solve problems across teams.

Below are some screens showcasing parts of the product and my work as a UX Writer.

Freshchat screens

Instructional writing

Wrote educational and instructional texts inside the product and linked it to product guides.

Creating delight via naming systems

Built a naming system for anonymous site visitors, similar to Google Docs' anonymous users. (Eg, Tapping Popsicle, Swinging Cat, Flitting Butterflies)

Conversation design

Imagined a bot conversation flow for both online and offline versions of the product and wrote in-app copy for it.

Mascot voice

Created a voice and personality for the mascot. Nudged users towards taking action using the mascot as a feeling-driver.

Launch feedback

Users of competitor products like Intercom and Drift wanted to make a switch to Freshchat! Screenshots as seen on Product Hunt below.

Google Sites

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