Keatext
Turning powerful text analytics
into great UX
When Keatext reached out to me, they were looking to open up new markets in the hospitality industry after making a name for themselves in the retail space. Their powerful text analytics tools allowed for detailed cross-analysis and highly customized metrics, making them a great fit for this experience-centric space.
My mission: to give hospitality experts a clear, tangible sense of what text analytics could do for their teams and guests.
The challenge
To create clear and quick value for a brand new hospitality audience with varying levels of purchasing power and knowledge about AI, text analytics and sentiment analysis.
To give succinct yet tangible examples of how text analytics can drive decision-making on the ground in order to widen the audience’s understanding of potential use cases and applications.
To strike a careful balance between accessibility, education and technicality in order to properly translate our subject matter expertise all the while keeping content engaging and helpful.
In many ways, text analytics tools act like highly sophisticated versions of the “suggestion boxes” you once found in your dentist’s office or scattered across your workplace.
But by processing and analyzing large quantities of unstructured data in real time, text analytics tools are able to consolidate multiple valuable data sources and provide context with a speed and unbiased accuracy only possible thanks to the latest breakthroughs in deep learning and AI.
Text analytics is the direct pathway to great new services guests actually want.
The strategy
To help audiences feel comfortable and engaged, I opted for an accessible tone and structure sprinkled with a few deep-dives into Keatext’s proprietary technology and back-end functionalities.
To build credibility within a new industry, I also did extensive research and generously quoted key statistics sourced in reputable and respected industry publications.
To illustrate the tool’s value proposition and potential use cases, I relied on high-profile examples and invited readers to vividly picture every little detail of a reimagined user experience.
High-value lead-generating and qualifying content that leads increased confidence in the consideration phase and and organic funnel towards free trial periods.
Builds on existing site credibility and keeps audiences within the Keatext ecosystem by suggesting complementary articles and tools.
Ability to reformat and repurpose the content across multiple channels and formats including quotes for social media, case studies for sales and support, and article republications.
The impact
Picture this: you’re browsing through the app of your favourite clothing retailer when you spot a pair of jeans you love. Your thumb hovers over the purchase button as you weigh the potential hassle of returning an ill-fitting pair against the time-consuming experience of finding, trying and purchasing the item in store.
But wait… the app is giving you a third option. You can now select the items that pique your interest, choose your size and colour, and then book a time to pop into the store and stroll directly into a changing room already packed with your items of choice. […]
Now that’s a seamless customer experience.