Andrea Sun │ UX + Content Designer

Industry:

Personal finance

Role:

UX Writing

Framework:

Agile

Year:

2025

CONTEXT

While working for design agency Blache Yong & Co, I joined a team of UX designers in designing a mobile banking app. My main role was Content Design (writing interface copy, integrating content into our CMS, and writing other text like help articles and newsletters), and I collaborated in user research and interface design.

By 2025, development of the beta version of the app was almost complete, but user testing uncovered friction in the onboarding flow. With no affordance in the dev budget to tweak design, I was given the challenge of using a content-only approach to solve these issues.

WORK TO DO

Pain points:

Users didn't understand the value of the product compared to competitors
Users noted that the flow felt too long
Users were hesitant about or disappointed by certain buttons

Goals:

Sell the value of the product in a compelling way
Reduce friction by writing user-friendly copy
Manage user expectations by adjusting copy to fit current state of development

Constraints:

Don't alter the UI structure or interactions, which are already developed
Restrict improvements to text-only changes, to be updated via CMS
New terminology or wording must comply to legal and regulatory requirements

MY APPROACH

Writing to compel and sell

Tell users how they can help themselves

Use wordplay to add energy and personality

Be more explicit about how the app works

Tell users how they can help themselves

Use wordplay to add energy and personality

Be more explicit about how the app works

Tell users how they can help themselves

Use wordplay to add energy and personality

Be more explicit about how the app works

MY APPROACH

Reducing mental load

Slash the word count

Start with the basics

Limit the scope of information

Slash the word count

Start with the basics

Limit the scope of information

Slash the word count

Start with the basics

Limit the scope of information

MY APPROACH

Managing user expectations

Avoid misleading buttons

Update text to match dev reality

Use consistent labels

Avoid misleading buttons

Update text to match dev reality

Use consistent labels

Avoid misleading buttons

Update text to match dev reality

Use consistent labels

FINAL RESULTS

Optimizing user conversion

Writing to compel and sell

Reducing mental load

Managing user expectations

Text bloat reduced by up to 40% for a lighter, more streamlined experience

95+ screens updated to align content with actual development

Revisions approved and scheduled for implementation in future dev episodes