ServiceNow University
Research
Copywriting
Content strategy
ServiceNow University is ServiceNow's learning platform, built to serve an audience ranging from early-career, tech-curious learners to seasoned developers. As the content designer for the platform, my job was to build the voice and content strategy from the ground up and make sure it worked for all of ServiceNow’s learners.
I led an original research initiative that included customer interviews and a survey of 35+ participants to understand what learners actually needed. The findings were clear: plain language over jargon, better onboarding guidance, and a stronger value proposition for committing to the platform. Those insights directly shaped the content strategy I built, which is still in place today.
Customer Research
Updates to ServiceNow University Web Copy & Progressive Registration
Rewrote web copy in a more conversational, customer-first tone
Reframed platform messaging to emphasize growth and opportunity within the ServiceNow ecosystem to help users feel like they were joining something big
Added personality traits and responsibilities to career journey descriptions to give users more context and motivation
Partnered with the Now University product owners to design a career journey quiz that helps learners find the right starting point (and encourages them to sign up!)
Career Journey Quiz
47%
Customers who created a ServiceNow ID after taking the career journey quiz
(Previous average ID creation rate: 20%)
70%
Customers who agreed with the statement: “Based on what I see on the page, I feel motivated to start a career journey”
Results
Based on a validation survey of 129 participants