Project

I worked as a key UX writer on one of the digital products in the portfolio of Just Eat Takeaway.com. The product I worked on was a B2B2C food benefit mobile app and desktop software that corporations use for providing food allowance to their employees.

Challenge

How do you create a language that is consistent with other products in the portfolio of Just Eat Takeaway.com? How do you explain complex features when you have only limited space? How do you balance the right tone when parts of the product are used by corporations (B2B) while others are used by regular users (B2C)?

Audience

Employees of large corporations and their managers.

Task

The task was to write clear, concise and helpful copy for new features that empower employees to order food with ease, get the most out of the balance provided by their employer and feel secure as they use the app.

The app is in English and is designed for a broad spectrum of users.

The entire interface was called internally “the Hub”, and it encompassed all app features that this app provides.

Process

  1. Brief. The copy for these features was born in cooperation with the Business Manager, the Project Manager, the UX Designer, and me. We started off with a brief and the requirements of the business department.
  2. Design. Design and copy were created in parallel. I wasn’t invited at the last minute to ‘put the words in’, rather I participated in the design conversations right from the start.
  3. Message. The overall tone of the language was to be friendly and welcoming. At Just Eat Takeaway, we position ourselves as a calm, helpful industry leader in empowering every food moment. The users were to feel welcome and at ease trying every new feature. The language breaks down even difficult and complex tasks into smaller, digestible chunks of information.
  4. Tools. During the writing, I used Figma, Grammarly, Wordtune.io, and rytr.me.
  5. Testing. Throughout the process, we conducted several rounds of testing with impartial Just Eat Takeaway employees. During the wireframe session, we observed user behavior and incorporated their feedback into subsequent versions of the copy.
  6. Localization. Each new feature was localized into 9 languages. I worked closely with the localization department, preparing spreadsheets and coordinating the translation efforts. Once the translations were received, I coordinated their upload with the software developers using Lingohub.

Tone

Our goal was to create copy that aligned with the voice of the JET brand. By placing the most important information first, I wrote for scanning, not reading. Copy was designed to be clear, concise, and scannable, acting as a translator between technical language and the language of the user.