ShopTroop Landing Page

Project Overview
ShopTroop was envisioned as a service platform for Shopify merchants in India, offering custom-built apps to solve their store-specific challenges. Merchants could either fully own their custom solution or opt for a discounted build with revenue-sharing potential. I was brought on as the UX writer to shape the platform’s voice, create the landing page copy, and communicate its value proposition with clarity and impact.

Process & Approach
Research & Discovery
I started by immersing myself in the Shopify ecosystem, understanding the merchant pain points, existing app store limitations, and how custom apps could solve those gaps. I interviewed the product team, reviewed competing solutions, and studied how Shopify merchants typically engage with tech services.

Ideation & Wireframing
Collaborating with the design and product teams, we mapped out the landing page structure to ensure a natural flow—from introducing the concept to presenting the two engagement models. I worked closely with design to make sure the copy worked within visual constraints while elevating the overall clarity and tone.

Voice, Tone & Clarity Challenges
The biggest challenge was simplifying the idea of "build vs. revenue-share" without losing nuance or sounding too technical. I also had to ensure that the language felt trustworthy, local, and direct—targeted toward Indian sellers, many of whom were first-time tech adopters.

To solve this:

I focused on benefit-first language and replaced jargon with everyday terms.

Created quick-glance comparison sections to help merchants make informed decisions fast.

Crafted taglines and CTAs that were punchy yet informative.

Results & Impact
Although the project was ultimately shelved before launch, the final landing page was fully developed and served as a strong reference for future initiatives. Internally, the clarity of copy helped align stakeholders on product vision and merchant communication strategy.

Key Learnings
Balance Simplicity with Specificity: Explaining a two-path business model required constant iteration to stay clear without oversimplifying.

Adapt Tone for Local Context: Writing for Indian merchants taught me how cultural and contextual nuances impact trust and relatability.

Cross-functional Collaboration: Working in tandem with design, product, and business helped ensure the copy served both UX and marketing goals.