Dempsey UX Writing
Designed a handout that turned a startup pitch into an emotional conversation — capturing judge attention and investment at the Dempsey Startup Competition 2024.
TL;DR
Crafted UX writing that turned a startup pitch into an emotional story — using attention, empathy, and clarity to convince judges to invest at Dempsey Startup Competition 2024.
Overview
Role
UX Writer & Strategist
Context
Dempsey Startup Competition, UW
Team
Team Tale
The Need
Standing out in a sea of startups
Two weeks before our final exhibition-style showcase for our startup Tale at the Dempsey Startup Competition 2024, we realized we needed something that set us apart. It was easy to get lost in the sea of startups present at the venue.
We knew two things: “Silent Marketing” was allowed and encouraged during the competition, and inviting and capturing the judges' attention was entirely up to the team.
Research
Learning from those who came before
We looked at all previous startups and images we could find across the internet, the Buerk Center for Entrepreneurship archives, and resources provided by the Foster School of Business.
Images from the Buerk Center for Entrepreneurship
Development
What if the handout felt like a conversation?
After looking at all previous teams and startups, one thing was clear: it was very easy to have your marketing material get lost or undervalued in the fast-paced and messy environment of the venue. We decided that our material should “shock” the reader at first glance.
Tale is designed to complete sentences and conversations. I believed that the marketing handout should be like a conversation for the reader — I wrote a bunch of phrases that could invoke the emotions and empathy that Tale required.
A few of the many phrases written to evoke emotion and empathy.
Focus Grouping
Designing beyond our own bias
Through focus grouping within our team, we decided on a few phrases and final designs that worked for us. But this was only half the work — what worked for our Gen-Z and Millennial team might not work for Gen-X and Baby Boomers, whom most of the judges belonged to.
User Testing
Qualitative feedback, quantified
Once we had a bunch of variations, we showed them around to get quick feedback from our mentors, professors, and as many people as we could find. Based on a lot of qualitative feedback — which was then quantified based on majority consensus — we finally decided on the particular design that would represent Tale.
Competition Day
Strategic placement, not just distribution
We not only handed them out to judges and visitors — we kept these handouts at strategic places. Near and on top of the coffee machine, near the food stalls, on judges' tables, and even in washrooms. The materials were everywhere the judges would be, creating an ambient presence that was impossible to ignore.
Feedback
Curiosity, emotion, and a trip to our booth
Our marketing campaign was phenomenal because of this one handout. People were being drawn to our booth with the utmost curiosity and emotions that got them to invest in us.
“This was the best marketing handout across the competition.”
— Competition judges
Judges engaged
Drew judges to the booth through curiosity
Emotional impact
Created genuine emotional connections
Best handout
Recognized as top marketing material
Team Tale at the Sweet 16 Investment Round of Dempsey Startup Competition 2024
Learnings