Santander

Challenge

Create an FX app that differentiated itself from competitors.

Solution

Reinforced the fact that, unlike other FX apps, PagoFX was backed by a global bank whose resources and scale would provide a sense of security and value.

My Contribution

• Co-designed content for onboarding and the Know Your Customer (KYC) experience

• Conducted usability testing

• Worked with Stakeholders to create a value proposition for the brand

• Wrote FAQs

• Worked with in-house Copywriter to ensure compatible tone between website marketing content and product content

Onboarding Approach

After meeting with the team, I saw that a brand-new onboarding experience would deliver the strongest impact.  The existing journey blocked the user from moving forward and acquainting themselves with the app.  In order to meet customer needs, I had to step back and discover their pain points. This required a lot more than writing; it required a UX overhaul.  Here’s what I did:   

1.     A deep dive with User Researchers to review all feedback from testing

2.     Performed competitor analysis

3.     Analyzed findings and collaborated with the design team to create new user journeys and flows, based on customer responses and needs

4.     Discussed scope with Product Managers and Stakeholders

5.     Circled back with designers to codesign and create new prototypes for the onboarding experience

6.     Engaged with Developers to confirm changes were realistic for the build 

7.     Liaised with the legal team to ensure that content changes followed protocol

8.     Wrote a content script to give the User Researchers a basis for their next testing session

Result

I’m proud to say that all of this work had significant impact.  Testing confirmed that the user now understood and embraced the product. A few relevant quotes from users:

1.     “PagoFX understood and empathized with my needs.  It was easy, and I could start using it immediately”   

2.     “I trust the app and appreciate the transparency of the information given”

3.     “I’d recommend the app to a non-native speaker, friends and family”

4.     “The language was simple, and the terms and conditions were fair. I never felt there would be a bait-and-switch or I’d get lost in the fine print” 

When I left the project, the conversion rates for onboarding had changed for the better by approximately 19%.  PagoFX is thriving.  The app launched in ten countries; it has now branched out to fifty. These facts prove users are willing and able to onboard and remain loyal.  My collaboration with the product team delivered results.  And the team, to this day, still uses my UXW guide. Without UX Writing, the onboarding journey could have remained blocked, and PagoFX might not have progressed as quickly as it did.