Gusto
Payroll and HR software for small-to-medium businesses
Senior platform content designer from Aug 2022 - Nov 2024
Project
Business need
Increase monthly visitors to compliance-related products from 9k to 12k.
Design the Beneficial Ownership Information Report landing page and components
Outcome
In 30 days:
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20k visitors
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$1M in revenue
Context
Problem
A regulation went into effect on Jan 1, 2024 that required most US-based businesses to submit a report to the government about the owners of their company.
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As a payroll and HR software provider, Gusto wanted to offer this service to their customers as having a solution for this solved a major business goal.​
Constraints
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Short timeline—8 weeks to design and build
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Parallel work involved creating compliance components, patterns and templates for general use in addition to creating the solution for a specific use case
My role: Platform content designer
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Competitive analysis
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Define experience principles for compliance-related designs
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Create reusable, flexible components for other app and feature teams
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Create page-level information architecture (IA)
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Give input on workflow IA
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UI copywriting
How I approach content design
Voice and tone analysis for Gusto's two biggest competitors: Middesk and Mosey. I learned that Gusto is more conversational and approachable than Middesk but not as casual as Mosey. Striking the right balance will be critical for success.
The finished product
How I approach content design