Transformed messaging:
McCoy

McCoy helps users create video reels to make their job application stand out, but their landing page for the app was mixing messages for different audiences.

I researched the user group to understand their problems and the language they use, transformed the messaging to speak to the users' needs, and led the project.

I shared insights from my research and collaborated with the developer/CTO, legal counsel, and the CEO to develop the messaging.

To understand the problems jobseekers were experiencing and the language they were using, I dove into secondary research.

One insight was that jobseekers at the applicant stage feel unable to make themselves stand out in the highly standardized world of resumé-based applications.

They wish they could differentiate themselves somehow. They feel that if they could only get to the interview, they would have a much better chance of showing how they could shine.

Research showed that the experience of the modern jobseeker is to spend hours applying to jobs, and sometimes to never know if their application was seen by anyone.

The McCoy app creates value for jobseekers by making their application memorable and human, and hopefully, by getting them an interview.

I designed the voice and wording to better represent both what McCoy offers, and the real value it provides to its users.

In my landing page content redesign, I showed jobseekers the value McCoy could offer them: to stand out in a way that no resume can, while within the existing system.

I crafted the brand voice to reflect both the needs of the users, as well as the values and vision of the founders.

The new voice principles for McCoy are:

Authentic  |  Connected  | Responsive