THE CLIENT: HELLO ALICE

THE ROLE: EXPERIENCE design (visual design, COPY, UX AUDIT, illustration, PROTOTYPING, video creation)

The CONCERN: small businesses need more support.

THE QUESTION: how might WE create custom educational resources to help them grow?

THE SHORT ANSWER: by building a support platform designed to monitor progress.

The Skill Set: ux writing, brand Copywriting, product Design, Art Direction + video creation.

Hello Alice is a financial literacy platform designed to identify and support potential areas of improvement for small business owners, specifically those from traditionally marginalized groups. In April 2023, I helped this scrappy startup team launch a proprietary feature called the Business Health Self-Assessment—a brief questionnaire that links business owners to the Hello Alice educational recommendation engine. The engine provides personalized lesson plans, checklists, and automated accountability check-ins to empower small business owners to take their business skills to the next level

For our MVP launch, I created updated landing pages, an automated 16-part e-mail series, and an explainer video to educate (and convert) our existing audience on the new feature. This same video is also being used by the enterprise sales team to pitch partnership ideas to organizations like Bank of America, Chase, and Progressive. A major goal of this project was to amplify the representation of all kinds of business owners to better reflect Hello Alice’s core audience demographics.

I also worked with finance and product leadership to shape the questions in our questionnaire. We focused on asking questions around 3 core pillars of financial success: revenue, business management practices, and credit scores. Asking these questions in a way that made owners feel supported was key—due to the self-reported nature of these details, we sought to inspire honesty. To that end, I helped to edit and manage a MASSIVE FAQ index that was built directly into the landing page.

Hello Alice itself is a heavily gated platform that requires financial information at the time of signup. One key goal of this project was to bring potential customers as close as possible to the finish line with our landing pages. Expectation-setting while also answering questions upfront in our FAQ helped with conversions. We continued testing and iterating on these landing pages in real time following launch.

As we continued to improve the product, I found ways to strategically hint at some of our favorite elements on the landing page and in our social media: our score-meter, our 3 pillars of success, and success stories from our community. These elements were designed to be modular, so that they can function in a variety of campaigns and teaser content. Hopefully leading hundreds of small business owners towards their ultimate success!