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.

Example below: The first step a user sees in the PWA experience:

The first step in the application process.

 

MY ROLE

Owned content design and UX copy across customer-facing application flows, onboarding experiences, and account management journeys.

Approach:

  • Simplified financial language.

  • Reduced friction in application flows.

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

  • Maintained consistency across web and mobile experiences.

This contextual help module explains routing and account numbers in plain language, helping customers complete the application process with greater confidence.

 

The original content (left) relied heavily on explanatory text. The revised content (right) simplifies the experience by highlighting the next steps, improving scannability, and reinforcing value at critical decision points.

FIGMA COLLABORATION

The Goal:

  • Reduce existing copy and encourage lead-gen conversion.

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.