UX research/writing

Increased no. of large paying clients from Q4 to Q1 by 125%

October 2017 - Present



Sortio is a Slovakia based virtual workspace developer. They created a cloud-based app for work and communication for the Slovakian market. The app was a response to demand amongst Slovakian workers for a tool that combines the features of Slack with Google Drive, however they wished to expand its reach to English speaking countries across the EU.



  • Market research by the team found businesses want an all-in-one platform tool for real-time sharing of documents and communication among employees.

    • Instead of users switching between an individual app for email, notes, tasks, contacts, invoices, projects and time tracking, have one system for everything.

    • Sortio created a cloud-based app that brings all the above tools together in one place. With so much competition for virtual workspaces however, the company needs a responsive UX writing/website design that really speaks to user’s problems. Furthermore, they only had a Slovakian website (written in Slovak) and the new website’s content and design must speak to English speaking countries across the EU.



  • Redesign and rewrite copy of the Slovak website for English speaking users, ensuring the website highlights pain points and user needs, while encouraging users to begin a free trial of the virtual workspace app.



My role

  • Identify pain-points for companies regarding communication amongst workers

    • Found this out from Sortio marketing/UX team

  • Write copy for the app reflecting those pain points. Make sure copy is short enough so it scales to small devices.

  • Navigate around the existing site, suggesting changes to the positioning of content, page structure, user flow changes to make the copy as effective as possible in getting the message to the user.

  • Perform user testing with businesses in the local area (Sheffield, UK) to identify potential changes to content and flow. Write a report featuring observation results containing any suggested changes based on user needs.


Output(s) required

  • Interview themes

  • User journey map

  • UX review containing copy changes in English, based on user research. 

Mobile desktop UI multilingual.png


  • Interviewed product owners about the pain points and user requirements of businesses wishing to use their service. The findings below were broken down into themes and prioritized in terms of how many items those themes occurred in the research data.

    • Different data spread across different apps (emails, written notes, instant messaging, document folders). Information is often not up-to-date or just redundant. Takes a lot of time to search for and find useful information. Notes are scattered around the office, on different devices, apps, emails and on bits of paper.

    • Co-workers often don’t know who to contact if they need help with something and typically have no idea what each other are working on (are they busy or do they have free time?) making it difficult to schedule tasks and delegate work.

    • For customer service (phone or face to face) managers frequently have no idea what workers are saying to customers. Furthermore, workers may forget to follow up on customers requests and collect payment and the end of a purchase process or send reminders after a payment is late. More detrimental is that co-workers struggle to find information about clients, some may not even who they are, and have ask colleagues or

    • Deadlines are often missed because so many tasks pile up at once without the information to keep track of targets.

UI UX interview key themes


A journey was created to depict the processes and triggers leading up to the user signing up for a free trial of the product.

  • According to the product owners research, a typical user is a project manager planning for an assignment involving lots of stakeholders.

  • The user will typically be searching for a solution that will streamline the workflow of the project.

  • Upon coming across an article or one of Sortio's web page, the user noticed software addresses their main point and becomes eager to try the software out.

  • The user then signs up to a trial shares it with other stakeholders in the project, increase awareness of the product, however there is a matter of getting others to adopt the software.

Sortio - User Journey Map - Page 1.png


The Slovakian version of the site was provided to get a feel for the layout. Basic translations were also provided, however when translated the copy sound much too serious and the company were going for a fun but informative tone.



1st version

After submitting the draft, remote user testing was conducted on local businesses in the UK via

The think-aloud portion of the feedback was transcribed and themes from the feedback were as follows

  • Visually clean design, easy to read with humorous images.

  • Participants felt the pain points or at least many of them reflected issues in their own company.

  • “What is Sortio” should have a question mark.

  • Participants felt “Get started now” was a bit vague as a call to action, could be more specific as to upcoming actions (the button takes users to a 30-day trial page).

  • It was originally suggested by the marketing manager to highlight certain keywords in the introductory text to make them stand out. However user’s felt it was distracting, and the words selected didn’t persuade users to take up the free trial.

  • While CTA buttons were noticeable, the text did not contrast well enough with the button background colour.



2nd version

  • Replaced, “What is Sortio” with “Your virtual workplace” this was to ensure users understood the purpose of the site upon first glance. Participants felt using this title reduced effort to find out the kind of product being promoted, but also made them scroll down to find out what makes the product different to other virtual workspaces.

  • Replaced “Get started now” with “Start a free 30-day trial”. Participants stated they were more enticed to click this call to action button, due to the more explicit instructions, furthermore the idea 30-day trial made them confident to try out the product.

  • Kept the text formatting more consistent, using bold font for emphasis. There were concerns that using bold font would be harder to read and due to contract with regular roman text, however participants felt it was acceptable.

  • Made links to 30 day trial blue to better emphasize they are clickable links. Participants felt the links were more noticeable than before, however the colour did not contrast well with the background (too bright), but was slighty hard to skim read.

    • As the link goes to the same place as the main 30 day trial button it may be worth making the text a button design too.



  • Since November 2017 when the UX writing was published, the redesign has attracted 9 (mostly European) paying clients from a wide range of sectors including firms such as MLMedia , Softec Solutions , Krea and JosiahVenture.