Niquita Williams

Challenge:dbt Labs prides itself on speaking to data practitioners in their own, often technical language. However, this tour sought engagement from less technically skilled stakeholders who needed to grasp dbt's key benefits without feeling disconnected.Insights:When I initially read through the tour, written by dbt's Head of Acquisition David Krevitt, I realized that the technical language might alienate our target persona and that the approach was too intensive for an introductory experience.Proposed Solution:I suggested edits which centered our target user—a "big picture" focused manager persona who prioritizes collaboration, efficiency, and team unity. I aimed to connect with this persona by centering these values and excluding technical details that could be alienating.

Implementation:David appreciated this user-centered approach to design, and agreed that a shorter and more straightforward approach would be more likely to keep visitors engaged. My edits summarized the technical exposition, shortening the copy by 20%, and dbt successfully launched the tour.

Results:I'm confident that the final product tour was more empathetic and digestible than it's unedited iteration. I also wrote this tour's landing page, confirmation page, and several follow-up emails, creating a more cohesive experience dbt's users.I believe that great UX provides value and clarity, and it was wonderful to contribute my content design perspective to this project.