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Mud House

FREELANCE UX WRITER Content Design • UX Writing

Overview: The fine art of Pottery has been around since the Greeks popularized it. Pots and vases that were utilitarian were mainly created for drinking and pouring or storing wine and olive oil. That was then. This is now.

How can pottery be relevant in today’s digitally connected world?

Pottery possesses a trump card in the physical nature of clay - The power of touch. Pottery’s focused, engaging process that requires working with hands and clay to achieve the right results forces hobbyists to put their digital screens aside. But, opening a pottery learning store in Dubai, a metropolis that thrives on connectivity, is challenging.

Hypothesis: By creating a pottery learning website that speaks in a simple, easily-understood language, with simple navigation, we will reduce the churn from people who don’t sign up because they are intimidated by the sign-up process.

Estimated benefit: We assumed that if we can get more sign-ups from first-timers, this would reduce the percentage of annual churn. To measure success, we looked at the share of sign-ups by first-timers.

Implementation: We created a minimalistic, non-intimidating website with simple words and graphics to give as much information to those interested in giving pottery a shot without overburdening them.

Results: Speaking to professional potters and people interested in pottery, I realized that empathizing with people is the first step to creating a solution for them. By putting myself in their shoes, I understood their doubts and expectations to create a casual and friendly tone and manner that they would appreciate rather than avoid.