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Who Uses Fable: Case Study

People of different ages and varrying abilities carrying on with their day.

The background

About the client

Fable is a leader in digital accessibility, helping organizations build inclusive products by connecting them with people who use assistive technologies. Their platform supports usability testing, research, and education — enabling accessibility to be integrated early and often into the design process.

Hypothesis

If we tailor content for Fable’s four key audiences: Accessibility Leaders, UX Designers, UX Researchers, and Product Managers, we can create more relevant, actionable experiences that speak directly to each group’s goals. By aligning tone, structure, and messaging with audience expectations, we can increase engagement, support sales, and position Fable as an essential partner across roles.

My role

As the content strategist and writer, I led the content development for all four audience pages. This included defining content objectives, adjusting messaging per audience, collaborating with stakeholders and designers, and writing content that balanced clarity, specificity, and SEO performance. I also helped ensure the content remained consistent with Fable’s brand voice.

Insights

Each audience had different goals and levels of familiarity with accessibility. A one-size-fits-all message wouldn’t work
UX designers wanted workflow integration and product compatibility
Product managers needed to see alignment with delivery timelines and compliance
Cash management services are one of the most common services businesses inquire about when onboarding with CIBC Business Banking

The Objective

  • Create four unique landing pages tailored to key personas
  • Speak to the motivations, goals, and language of each audience
  • Highlight Fable’s unique value to each role
  • Support conversion goals by aligning with sales and marketing strategies
  • Maintain a cohesive brand experience while adapting voice and tone per audience

Steps and approach

As the lead content designer on the project, I led the following steps to execute the redesign of CIBC’s Cash Management section.

1

Audience Research & Positioning

Reviewed internal personas, user feedback, and sales enablement materials to understand each audience’s goals, challenges, and familiarity with accessibility.
2

Messaging Frameworks

Created light messaging frameworks for each role to guide tone, structure, and value messaging. This helped maintain clarity and relevance across pages.
3

Content Development

Crafted tailored page copy for each audience, ensuring benefits were role-specific while tying back to Fable’s overall product and value proposition.
4

SEO Alignment

Identified keywords and topics relevant to each audience's search intent. Balanced SEO goals with natural, user-friendly language.
5

Cross-Functional Collaboration

Worked closely with design, marketing, and product teams to align visuals and CTAs with audience needs and user journeys.
6

Testing

Conducted A/B and user testing to evaluate the effectiveness of content and design changes. Designs were also presented to the Fable stakeholders.

What I delivered

  • Four unique audience-specific landing pages
  • Content designed to educate, connect, and convert
  • Tone and structure tailored to each role’s goals
  • Copy optimized for clarity, accessibility, and SEO
A screenshot of a website redesign example.
A screenshot of a website redesign example.
A screenshot of a website redesign example.

The Results

“The redesign really helped take our service to the next level. We feel like we have the competitive edge.”

Big impacts

While impact measurement is ongoing, the project delivered clear wins:

Notable improvements

Improved clarity and role relevance across all four pages

Stronger alignment with sales and marketing conversations

Increased engagement with key audience segments

Beyond the Writing

End-To-End Experience

This project required both strategic and hands-on content work. I helped shape Fable’s voice for distinct technical and non-technical audiences, collaborated across teams, and helped deliver a cohesive, scalable content experience. The result: content that reflects the depth of Fable’s offering while speaking directly to the people they serve.

Constraints

Navigating role overlaps and ensuring differentiation across pages was a challenge. I worked closely with stakeholders to prevent redundancy while reinforcing Fable’s core values. The result was unified, audience-specific messaging that supported both UX and marketing needs