User Experience.
Intuitive experiences that drive conversion for business.
I’m a copywriter who’s trained in the discipline of design thinking and the UX design process. I work across design and development teams to help create apps where every word, prompt, button, and call to action is intuitive for users and drives conversion for businesses.
User experience case studies
118 118 Money
118 118 Money’s mobile app needed user-centric change to stay competitive in the UK’s crowded fin-tech marketplace. Namely, the in-app credit card and loan application processes needed to be streamlined to be easier for users to understand and navigate, and to reduce the abandonment rate.
My role
As a member of the UX Design team, I led copy from concept to completion and worked hand-in-hand with cross-functional teams including:
designers and developers
compliance and legal officers
executives
I constructed copy flow which balanced and streamlined the application process while meeting the UK’s strict regulatory framework and GDPR requirements.
What I delivered
Copy flow to streamline application process for credit cards and loan products
Intuitive navigation and clear calls to action
Our results
+18% customer conversion
50% fewer clicks to complete applications
Excerpt from an application flow for credit card products.
Entry points include existing loan customers and new non-customers.
We sought to simplify onboarding and make the application process less cumbersome and more actionable.
Apple Pay, 118 118 Money
After launching a credit card product from the ground up, implementing Apple Pay into our mobile app was a necessary step toward increasing card usage and reducing blockers.
My role
I led this implementation project by synthesizing Apple’s marketing requirements contract into an actionable project plan that spanned multiple teams.
Collaborating with our UX designers, I ensured that all new in-app flows and experiences were intuitive and helpful for our customers while also meeting our obligations to Apple.
What I delivered
Tangible addition to our value proposition
Our results
+13% card usage in first month
Check out more work
Branding
Loyalty built one word at a time.
I’m an empathetic writer with a finely honed radar for brand voice.
Content strategy
Research, plan, execute, measure. Refine. Repeat.
Using methodology to harmonize emotive branding with measurable results.
Marketing
The joy of balance, from cheeky B2C to sober B2B.
My work strikes a cord between consumer desire and business goals.