Assembly
Simplifying a complex narrative.
Helping Assembly find the right words for its services, and a clear path through its website for every parent.
The challenge
Assembly is an expert-led service for parents seeking tailored support for their children. With a strong ethos of empowering parents, they had several valuable support services to offer, but were struggling to find the right words to communicate it all.
Parents come to Assembly at very different moments, from wondering whether their child needs support to waiting for an assessment. Each needs to hear something different, and the website had to work for all of them.
The solution
I worked with the founder to create messaging hierarchies for each audience and map out online journeys for each group.
Understand each audience. Mapping the different groups of parents, what they're feeling and what they need to hear at each stage.
Build the messaging. A key messaging hierarchy for each user group, from first awareness to taking the next step.
Simplify the journey. Mapping online journeys and streamlining content and calls to action to ensure a clear, effective experience for users.
The results
Assembly went from having lots of valuable services and no simple way to explain them, to a clear story that meets each parent where they are.
With wireframes and messaging for the new website, a key messaging hierarchy for each user group and a deeper understanding of audience needs, the team has a practical foundation to build on, and concrete next steps to get there.
“Working with Emily was an amazing experience. She makes people who are not naturals in “this stuff” feel incredibly comfortable and get concrete, actionable next steps. I can’t recommend her more.”
Ayse Tanyeri, Founder, Assembly
