The Brief
Over a period of 18 months, I led all digital copywriting for this critical new product launch from pilot through national roll out.
The Approach
I collaborated with corporate marketing, product management, developers and graphical artists to craft user centric copy for all online experiences related to Total Tech Support.
The Result
Total Tech Support boasted record sales within months of the national launch.
View the Copy
Describing the Benefits with Flair
Total Tech Support is a complex product. It is a value packed support plan covering an array of services through multiple channels. There are a multitude of benefits including discounts and free installations.
Eliminating Confusion with Upselling
Research revealed many customers confused Total Tech Support with a warranty. I suggested using some space to emphasize the benefit of combining support and protection.
Headlines Are Important
The right headline and the right imagery is a magical combination to encourage users to explore and learn.
Bringing the Product to Life
Succinctly capturing real life scenarios and savings helps users identify with the benefits on a personal level.
Testimonials from Best Buy
“Julie Leicester is an inquisitive UX professional who works hard at understanding our customers, or more importantly the needs and obstacles faced by our customers. As the sole UX writer for Best Buy’s Services/SGO product team, Julie continues to juggle a myriad of projects—all while maintaining a cool, calm, respectable demeanor. Considering a landscape where “everyone’s a writer,” Julie is eager to listen and understand the intent of her designers, Product managers and business partners. Focused on customer insight and achieving objectives, she works with us at finessing language in a way that respects our brand and resonates best with our customers.”
— Mike Johnson, Sr. UX Designer, Best Buy
“II have had the privilege of working with Julie at Best Buy. During our time together, we have partnered on many projects which improved digital experiences and increased the bottom line revenue for Geek Squad Services. Julie is a great partner, one who is always there to help where needed, and continuously drives quality work. I thoroughly enjoy working with Julie and believe she is a value to any team.”
— Andy Simac, Sr. Product Manager, Best Buy
“Creatives love to work with great writers. Julie is one of those great writers. She’s easy to work with, very flexible and spontaneous, articulate and professional. She’s eager to team up and knock out copy as needed – oftentimes within very tight deadlines. On the flip side, given more time, she will research the needed subject and turn out in-depth, concise content. I enjoy working with Julie. She is an important and valuable asset to our creative team.”