UX Writing — alfred malcolm lee

When 2degrees introduced 5G, they wanted to describe the utility without drilling into tech specs.
65% of customers surveyed during the launch said they now had a better understanding of 5G.
27% decrease in calls to the help centre for 5G-related queries.
Introduced the concept of the ‘5Gs’ - George, Geena, Gavin, Gladys and Gus. Each persona described real-life uses for 5G in bite sized blurbs.
Wrote corresponding copy for the 2degrees website to provide a consistent experience for customers seeking to understand the brand’s 5G offering through the brand website.

The brand was trying to bridge the gap between talking about cyber security to teens without sounding boring or preachy.
78% of teens surveyed during the launch said they now had a better understanding of phone security.
Rewrote the language of safe online behaviours in a way that resonated ‘5Gs’ - George, Geena, Gavin, Gladys and Gus. Each persona described real-life uses for 5G in bite sized blurbs.

Created the 10 rules for online safety for a microsite and wrote corresponding copy for the 2degrees website to provide a consistent experience for teens and their parents seeking to understand online safety.

The goal here was to explain how Unlimited Travel SIMs gave users the ability to buy data at an upfront cost based on the duration of one’s stay, instead of the usual metric of gigabytes per day.
66% increase in purchase of Unlimited Travel SIMs online YoY.
Rather than draw this information out into a help page, I explained the idea and the pricing tiers by working with the UX team to create a simple animation that made the value proposition easy to get at a glance.

The challenge was to explain a new set of loyalty tiers without overwhelming the user with jargon or long text explanations.
54% of respondents surveyed expressed a clearer understanding of the new program.
The solution I co-crated with the UX team was a video explainer that got the idea across in a few taps.