Swimm
Documentation for code

We helped the Israeli team behind Swimm refresh the marketing site for their product: a tool for continuous documentation for code. This was a quick and productive process. Building on top of their user testing and preliminary research, we first had to rethink the pacing and messaging for their home page and product page. We gave their visual language a fresh and clean look and added some attitude and personality.

Ritik Dholakia led the strategy and copywriting, Greg Ervanian gave us much-needed visual design guidance, and our new hire Soyeon Kwon supported all aspects of the effort. I was in charge of UX and content design. With the help of the Swimm team, I dove deep into the product. (Water puns were too easy with this project 🌊)

Based on the research and our own experience, the biggest challenge was explaining what Swimm does in a language that resonates with their audience: devs. 

It took a lot of work and word smithing to create a few sentences that would capture the essence of the product. At every step of the way, I made sure to test the copy and design on my husband, who is a front-end developer. In-house user testing!

I organized the product into sub sections and described what each section does. After a few rounds of refinement with the Swimm team, we were ready to bring that information into the website.

On the product page, I explained what each section does using copy and walkthrough videos: