Featured project

Advance America Progressive Web App

Content Design • UX Writing • Customer Journey Optimization

 
 

The Challenge

Customers need to complete a complex financial application process while navigating compliance disclosures, account setup requirements, and unfamiliar financial terminology.

The first step in the application process.

My Role

Owned UX copy and content design across customer-facing application experiences.

Approach:

  • Simplified financial language.

  • Reduced friction in application flows.

  • Collaborated with UX, operations, compliance, and marketing teams.

  • Maintained consistency across web and mobile experiences.

Simplifying financial language.

Figma Collaboration

The Goal:

  • Reduce existing copy and encourage lead-gen conversion.

Left: Existing copy
Right: Updated copy suggestions

The Solution:

  • Reduced cognitive load.

  • Reframed a passive process into a clear step-by step journey.

  • Created a stronger information hierarchy.

  • Made the next actions obvious.

  • Shifted from account-focused language to outcome-focused language.