Alexandra Barrus | Content Design & UX
Alexandra Barrus Portfolio
User Research UX Copywriting Style Guide IA Usability Testing
Content Strategy
Transforming skepticism into confidence through research-driven content strategy
- Content Designer
- Product Designer
- UX Researcher
- Airtable
- Figma
- Google Suite
See the detailed research report
Read the full style guide
See the detailed testing report
Explore the final prototype
10 weeks
Overview
SWAY is an AI-powered platform that helps people communicate with more emotional intelligence through writing analysis and skill-building. In a world full of AI hype and skepticism, it needed a way to earn trust. I started by researching the market and talking to potential users to understand their needs and concerns before moving into design.
Process
Researching first so the content would click
Before designing anything, I needed to understand what people actually wanted from emotional intelligence tools. Through competitor analysis, conversation mining, and a survey, I uncovered SWAY’s niche.
Key insights
- A gap exists for a tool that offers both writing analysis and EI training in one place
- Users need to be both informed and convinced before trying a tool like SWAY
- Privacy and ethical AI were top concerns and must be central to the experience
This research shaped every content and feature decision that followed.
Building a mini style guide to simplify and scale
Raw data is great, but not exactly writer-friendly. I turned key insights into a mini style guide: a quick, reliable reference to keep SWAY’s voice focused, clear, and aligned with what users needed.
What’s inside
- A clear content mission
- Three core voice traits: encouraging, expert, and transparent
- Dos and Don’ts with copy examples
Creating a user journey to tackle AI skepticism
Research showed users worried about AI, especially privacy. Enter Evelyn—one of my personas: a 45‑year‑old freelance journalist who's great with words but highly skeptical about AI’s trustworthiness. Mapping her journey revealed key moments to ease concerns with clear, targeted content. This blueprint guided wireframes and kept every screen aligned with both user needs and business goals.
Solution
Using research insights and the user journey, I designed SWAY’s main experience:
- An external flow that educates users about SWAY while addressing their concerns
- An internal flow where users discover their emotional strengths and build skills
- An editor tool that gives feedback on the emotional intelligence of users’ writing
A/B testing copy with highlighters to cut friction
My wireframes looked solid on paper, but I needed to hear from potential users. I printed two versions of each key screen and ran highlighter tests with four participants, having them mark what worked, what didn't, and why. Their feedback was crucial in guiding SWAY's latest iteration.
Reframing emotional intelligence to feel approachable
Test participants reacted negatively to words like intelligence, score, and assessment—they felt judged and tested. Swapping in gentler terms like profile, strengths, and quiz made the experience feel more approachable and shifted the tone from intimidating to inviting.
Removing judgment and clarifying meaning with one word swap
Test participants were confused by writing feedback—they expected red marks or criticism, which wasn’t the message I wanted to send. Swapping in writing analysis clarified the feature’s purpose instantly, making it feel more neutral and data-driven. This simple change cuts confusion and better matches user expectations.
Adapting tone to match user mindsets in different contexts
Test participants preferred different voices depending on the situation: conversational and warm when learning about SWAY, but clear and concise when completing tasks. I tailored the content accordingly—friendly and descriptive for onboarding, short and direct for repetitive actions. This context-aware tone made SWAY feel intuitive and easy, not demanding.
Redesigning onboarding in the SWAY Editor to clear confusion
Test participants were lost navigating SWAY's editor modes, even after the tour. Static explanations weren't working, so I added automated tooltips that guide users step-by-step as they enter. I also rewrote mode descriptions to make their functions clearer and easier to understand.
Results
I designed an experience that addresses user concerns upfront, feels approachable and inviting, and adapts smoothly to different contexts.
Based on earlier testing and research, these changes are expected to:
- Cut onboarding confusion by avoiding triggering terms
- Boost user comfort with privacy‑first messaging
My research-driven design position SWAY to capture market share missed by current tools—users who want emotional intelligence support without judgment or evaluation.
This project pushed me to solve one of content design’s tougher challenges: earning trust in a skeptical market. I learned how to turn research into strategic content, navigate complex emotions around AI, and design experiences that feel supportive and human.
Working end-to-end—from discovery through usability testing—reinforced how crucial research and validation are to building tools people truly want to use.
Next steps
Test the updated prototype with users to confirm the content addresses their concerns, then iterate based on feedback.