Openbay UX & Content Strategy
Employers Love Seeing Your Thoughts and Process
Discipline
UX & Content Strategy
Company
Openbay
Timeframe
1 year
About Openbay
Openbay is an auto repair software start-up located in Cambridge, MA. Openbay has two products. A SaaS Chatbot which is utilized by automotive repair shops to converse with customers after hours and a customer-facing application that gives users estimates and enables them to contactless book and pay for auto repair.
About The Project
The goal of this project was to increase service request booking and marketing qualified lead generation through design, writing, and content production for four Openbay sites. Throughout the project, I had to interview stakeholders to develop design concepts and copy that improved the user’s experience.
Openbay Article Pages
The Openbay article site serves as a directory for vehicle owners to find various information regarding car repair. This directory was created mainly for SEO purposes. When vehicle owners conduct research for their car repair-related questions they stumble upon this page leading them into a funnel to book an appointment on our application site.
Openbay Articles ↗
My Process
Openbay has a team of ASE-certified techs that are used to formulate quotes for those inquiring about car repair. In order to create the articles for this directory, we interviewed these techs on various subject matters. We recorded notes from these interviews and wrote the articles based on the information these subject matter experts provided.
Design and Writing Choices
We wanted to make sure that the vehicle owner had ample opportunity to schedule a car repair appointment if needed. Therefore we spaced buttons throughout the page that link the user to our main service dashboard where they can submit for an estimate. Additionally, we made sure to include a detailed explanation of how Openbay works with communicative icons that provide insight into how vehicle owners can use Openbay to make car repair simpler for them.
Business Impact
Increased our marketplace conversion rate and service request demand generated by our article pages by 40%.
Scroll to see the site.
Openbay Overdrive Blog
The Openbay blog provides car care information for vehicle owners and is a place for service providers to find resources on advanced online chat and service center marketing. Our blog has been featured on Feedspots top 100 auto blogs with the likes of Car and Driver and Motor Trend. In the auto repair space, we are ranked number 12.
Openbay Blog ↗
My Process
For our auto care articles, we typically interview our team of ASE techs to receive insight on certain topics. For our Openbay Otis-centric articles, we interview the owners of service centers and recount their stories. For those who use Openbay Otis Advanced Online Chat on their website, we record the business impact of using our product and convey how Otis has helped them meet their benchmarks. We also create articles based on trending topics in the auto industry. I write a large portion of the articles that go up on the blog. For those that I do not personally write, I am responsible for editing each article for keyword and SEO best practices.
Design and Writing Choices
The design of our blog is fairly standard. It is organized into articles for vehicle owners and articles for shop owners. We have a search bar that enables users to easily find the content that they are looking for. Behind the scenes, we organize articles using a tagging system to make them easily searchable. We have two primary forms of content: written articles and video content.
Business Impact
In conjunction with our marketplace site, increased our average monthly year over year web GMV by 311%, from $27,000 to $84,000.
A few articles I wrote
Openbay Overdrive Blog · January 29, 2021
How to Keep Your Battery Charged, Especially During Cold Weather
It’s not always necessary to jump start your battery, especially if you take preventive measures to keep it charged when you’re not frequently using your car or during cold-weather months.
There’s some confusion out there about the different methods, in particular the difference between trickle charging your battery and float charging it. Even though both slowly charge your battery so it doesn’t lose its juice, there are subtle differences between the two that are worth knowing.
Read article ↗
Openbay Overdrive Blog · January 11, 2021
‘Otis Creates a Personalized Experience’: How Hogan Tire Serves Today’s Digital Consumers
Hogan Tire & Auto Service is a third-generation, family-owned tire and auto service business in the greater Boston area. Founder Thomas E. Hogan started the company in 1915, and it has stayed in continuous operation for over a century through a winning formula of superior service and customer-service excellence.
Today Hogan Tire is a successful eight-location operation led by brothers Ed, Tom, and Bill Hogan, who proudly continue the tradition their grandfather started. They follow a simple example set by their father and grandfather: never be afraid to try something new to meet the needs of their customers.
Read article ↗
Openbay Marketplace
Openbay Marketplace for Service Providers
Openbay Marketplace is a site directed towards service providers with the goal of demonstrating the value of joining our platform. This site breaks down every feature available with Openbay Marketplace in a hierarchical and digestible way. Additionally, this site provides additional insight into optional programs that Openbay Marketplace users can opt into such as our towing program, and tools they can use such as our mobile and desktop apps.
↗ Website: Marketplace for Service Providers
My Process
For this project, I had discussions with the Head of Product for Marketplace. He came up with most of the features for Marketplace and therefore was able to provide me with a detailed explanation of the advantages of each feature. I also spoke with our customer success team and used insights stored within Metabase and Freshdesk to sort the most popular and useful features. This allowed me to write detailed explanations of the features that highlighted what service providers are looking for and that addressed their concerns.
Design and Writing Choices
We created a design layout that displays Marketplace’s features in a hierarchical structure. New customer acquisition, booking service appointments, and getting discovered online are the most important features to service providers therefore they are the largest and most detailed. In addition to listing features, we also included an animated video that breaks down how Openbay works. We made sure to address the concerns that service providers currently have. Covid was a disruptor in the auto industry so we chose to address it head-on. As many businesses moved online during the pandemic we were positioned well as a software as a service company to address the need for digital tools that help to better make the transition.
Business Impact
In conjunction with our blog this site increased our average monthly web year over year GMV by 311%, from $27,000 to $84,000.
Openbay Solutions
Openbay Solutions Site
The Openbay Solutions site provides a detailed breakdown of the features and customizable options available with our advanced online chatbot Openbay Otis. This website also provides insight into what digital age consumers are looking for when they arrive on the homepage of an auto service center website and how service providers can use Openbay Otis to better meet their customer’s needs with automated chat to ultimately increase repair revenue.
My Process
When developing the content strategy I interviewed the head of our SaaS sales team. He has the most knowledge in regards to what aspects of Otis are popular selling points. I also interviewed our top clients with who we have long-term relationships. We discussed what separates Otis from other chatbot services that they have used in the past in addition to what features are most useful to them to help increase their repair revenue.
Design and Writing Choices
The design of the Openbay Solutions site is a hierarchal structure similar to that of the Marketplace for Service Provider’s site. Where this site differs is that many of the feature sections have additional look behind pages that provide greater detail regarding what service providers are looking for. Halfway down the page is an infographic that breaks down how service centers are missing out on service revenue by not using chat software. At the bottom of the page, there is a carousel of quotes by service center owners who have successfully used Otis to boost their service revenue.
Business Impact
Increased our monthly MQL leads for our SaaS product by 30%
