–not only is she a talented writer and storyteller, but she is also very skilled on the creative and UX side as well. I highly recommend working with Hillary.”
Cisco’s customers were having a hard time understanding how hybrid work solutions came together in an office setting. As a result, Cisco developed an interactive tool to help their customers engage with the various products that comprise a seamless hybrid work environment.
Kinetic Pencil was only involved in the content and copywriting for this interactive tool; design was completed in-house.
Working with the wireframe and template from the design team, my role was to populate the tool with all copy needed. I was given a list of products that would go in each room, and I took it from there. I gathered information on each product and shaped the content experience throughout the tool.
My role included building a content model for the experience, creating a consistent structure throughout the tool.
Once built, I worked from the product information and wrote all copy throughout the tool.
The goal was to provide enough product detail to engage the viewer, but not have too much information that the viewer would get stuck and miss the rest of the products.
Each of the products come from different areas of the organization, and all the product content was very different. Part of my role was developing a standardized approach, and then retrofitting content to fit the model needed for this interactive tool.
The content was designed in a cascading approach: It began with a high-level overview, followed by benefit-driven feature statements. From there, a scannable list of product specifications led into a link to the full data sheet and a call-to-action to contact the sales team for more.
The sections were intended to match the level of detail with the scroll depth; increasing in technical detail toward the bottom. This allowed the user to take in the information at a quick glance, and continue scrolling to other products.
The intention of the experience was to encourage the scroll. Detail was there only for those who spent the most time with the content. As a result, the characters above the fold mattered.
Each intro section was a single statement articulating what the product was and what it was used for. This was deliberate—allowing the user to grasp the main concept as they toggled to the next product.
The next section outlined the product’s features, written to reflect the benefit of each. And the final section was a scannable list of specifications.
This consistency helped users quickly understand what they could expect as they continued throughout the tool. And in turn, this consistent structure increased engagement.
The tool was not intended to replicate an online shopping experience, but instead to showcase “just enough” to help the user want to learn more. What was foregone in detail was gained in meeting the goal: for users to understand the products needed for hybrid work.
The intended takeaway was how multiple products comprised hybrid work environments. By leaving a tremendous amount of detail off the experience encouraged the user to continue exploring other products.
It was exciting to see how this experience helped tell a fuller story for the user; site visitors could easily understand how the products came together in the context of the office environment.
With a clean aesthetic and simplified content, this interactive experience is celebrated by users and has been slated for multiple versions across Cisco’s core campaigns. Users note how intuitive it is, and how easy it is to learn “just enough” about each product in the context of real-world use cases.
By pairing this intuitive interactive experience with the real-world contexts of different hybrid work environments, the result effectively achieves its goal.