Project Goal
Dyson’s Floorcare team needed a smarter digital experience to match their world-class vacuums.
I worked across UX writing, content strategy, and experience strategy to help users move effortlessly between their devices, homes, and Dyson’s ecosystem.
I worked across UX writing, content strategy, and experience strategy to help users move effortlessly between their devices, homes, and Dyson’s ecosystem.
UX Writing: Making Cleaning Feel Effortless
Based on Market and user research, I crafted microcopy that:
- Guided users through setup, cleaning, and troubleshooting — without overwhelming them.
- Matched Dyson’s premium, innovative brand voice while staying human and approachable.
- Supported users in context with prompts and tips at just the right moments.
Outcome:
Simplified support pages that used a mix of bullets and icons to streamline support content. This greatly reduced user confusion around tool usage.
Simplified support pages that used a mix of bullets and icons to streamline support content. This greatly reduced user confusion around tool usage.
Content Strategy: Finding and Filling the Gaps
Due to the offline nature of cleaning, an integrated digital-physical ecosystem can easily overwhelm users. I tackled this by:
- Shifting focus from technical features to real-world spaces and needs (think "clean your couch" vs "using the upholstery tool").
- Proposing human-led storytelling — showing cleaning moments instead of just machines.
- Streamlining information to guide users naturally from discovery to deeper engagement.
Outcome:
The new approach made accessories and features feel intuitive, not intimidating.This also enhance the digital tone of the app - shifting away from its previous marketing-centric tone.
The new approach made accessories and features feel intuitive, not intimidating.This also enhance the digital tone of the app - shifting away from its previous marketing-centric tone.
Experience Strategy: Building Personalized Moments
Beyond optimising the individual screens, I took a step back to look at the full Dyson experience to better enhance the digital brand identity. This included:
- Identifying behaviours and spending tendencies between single and multi-device owners
- Proposing a behavior-driven "Smart Tips" system offering personalized cleaning advice.
- Connecting product content with wider marketing and support touchpoints for a seamless experience.
Why it mattered:
Users don’t live inside the app — they live across Dyson's entire brand ecosystem.
As such, building a digital strategy that complements physical movement and touchpoints would bring that relevance to the fore.
Users don’t live inside the app — they live across Dyson's entire brand ecosystem.
As such, building a digital strategy that complements physical movement and touchpoints would bring that relevance to the fore.
Key Takeaways
Good UX writing and a holistic approach to content strategy don't just explain. They empower.
By humanizing the experience, clarifying the journey, and reducing cognitive load, I helped Dyson
create a cleaner, smarter, and more connected relationship with users - one moment at a time.
create a cleaner, smarter, and more connected relationship with users - one moment at a time.
