From 2004 to 2008, I was the Content Editor for National Express coaches. I wrote every piece of content on nationalexpress.com, from long form marketing prose to the wording of error messages and buttons (microcopy). The aim was to maximise the chance of an online booking, by making sure that even the least web savvy users could easily navigate the site and complete the booking process with ease.
During the time I spent with National Express, researching and understanding customer experience online, customer satisfaction notably increased and the website went from an underused resource to a multi-million pound sales channel.
Below is a selection of National Express email newsletters I wrote during 2007. The newsletter went out on a monthly basis to around 500,000 subscribers.