SoftKey.ua

Optimizing Product Cards to Improve User Experience and Reduce Support Load
Softkey manages a large catalog of digital products. The original product cards were overloaded with long descriptions and lacked the clarity users needed to make confident decisions. As a result, customers frequently contacted support, abandoned their carts, and spent little time engaging with the page.

The Problem
Our analysis revealed that users:

couldn’t understand the differences between software versions

struggled to find key information quickly

got lost in long, unstructured descriptions

felt unsure which version to choose

had to contact support to clarify basic details

These issues created friction in the buying process and increased the workload for support managers.

My Role
UX Writer

Content Strategist

Research (SWOT, Buyer Personas, CJM)

Product card structure optimization

Comparative tables creation

Content architecture development

Process
Research

Conducted a full audit of existing product cards.

Used SWOT analysis to identify strengths and weaknesses of both the products and the content.

Created Buyer Personas to understand user pain points, expectations, and decision‑making behavior.

Built a Customer Journey Map to visualize the user path and uncover key gaps.

Identified Gaps

No clear differentiation between software versions.
Users couldn’t see what made each version unique, which caused confusion.

Descriptions were too long and unstructured.
Large text blocks made scanning difficult.

No guidance for choosing the right version.
Users lacked a clear decision‑making path.

No quick way to compare products.
This forced users to contact support for clarification.

Solution Development

Set SMART goals to improve product card usability.

Shortened and structured product descriptions.

Added a comparison table to highlight differences between versions.

Introduced a “Choose Your Software Version” block.

Optimized CTAs and improved information hierarchy.

Solution
Clear, structured, and concise product descriptions.

A comparison table that helps users instantly understand version differences.

A dedicated “Choose Your Software Version” block for easier decision‑making.

Improved CTAs and a more intuitive content flow.

A content architecture aligned with the needs of different user types.

Results
A 10% reduction in support requests after optimizing descriptions and adding the comparison table.

An additional 10% reduction after implementing the “Choose Your Software Version” block.

Improved clarity and user confidence when selecting a product.

Fewer abandoned carts.