Project overview
When the pandemic shifted the financial world to remote work, Bloomberg sales representatives faced an unprecedented challenge: they could no longer rely on face-to-face meetings to demonstrate new features. To bridge this gap, the company doubled down on webinars as a primary sales channel, but they needed a way to drive attendance without spamming email inboxes.
I helped adapt the existing "What's New" tour tool—typically used for software updates and onboarding tutorials—to serve as a targeted promotional engine for these high-value webinars. I helped with the design and testing of this augmented tool, as well as crafting content that balanced interrupting the user at the right moment with providing an invitation that felt like a helpful tip rather than an ad.
Skills
UX Writing: Contextual messaging, headlines, CTAs.
Research & Testing: A/B testing, usability.
Strategy: Crisis response, interaction design.
The Process
Pivoting the tool without sacrificing purpose
Unlike generic email blasts, we wanted to capture users who were already trying to solve a problem the webinar addressed. For example, for a webinar on import/export analysis, I set up the tour to only display on specific trade tracking tools related to that topic and offered a useful tip about how to use these tools to track the change in import quantities for K95 masks (a highly useful example given current events). We maintained the integrity of our tool by offering these immediate tips or tricks first and using the webinar sign-up as a deep dive follow-up offer. This also respected the user's time: even if they didn't attend the event, they learned a shortcut just by viewing the promotion.
A/B and usability testing
To make sure we were providing the best possible user experience, we wanted to test the button labels on this new tour type, in particular for the button that would defer the tour. We debated whether to label this button “Snooze” or “Remind Me Later”, so I designed and implemented A/B testing with internal users to ensure we were making the ideal, data-driven choice.
Through the testing, we found that while "Snooze" is shorter (usually a UX writing plus), tester feedback revealed a strong negative semantic association. Internal users associated "Snooze" with their morning alarm clock, evoking a feeling of dread or procrastination. "Remind Me Later" tested as more neutral and clear, allowing users to feel that clicking the button would give them a significant break from the notification (rather than interrupting them every 10 minutes like a snoozed alarm might). We adopted this label across all webinar promotions, resulting in higher engagement and satisfaction with the tool.
The Outcome
Restoring the sales pipeline
This feature became a critical lifeline for the sales organization during the lockdown period. By quickly shifting from face-to-face presentations to virtual webinars, we were able to maintain client engagement levels despite the lack of physical meetings. The contextual targeting strategy resulted in significantly higher click-through rates compared to standard email campaigns. The "Remind Me Later" button label reduced permanent dismissals, allowing users to sign up for events after they finished their immediate trading tasks.
See the samples
Bloomberg samples are proprietary, but I can provide them upon request. Please contact me to request a sample.