MONESE | BANKING APP
Customer: Those struggling to open a traditional bank account | Skills: Tone of Voice, Marketing, UX, CRM
When I joined Monese on their mission to bring banking services to those in need, I was their first official copywriter—a challenge I gladly accepted. From there on in, it was up to me to champion all things copy: I hired, trained and led the copywriting team, and I also set up all our briefing, feedback and approval processes.
With a combination of research (desk, user and competitive), I created our tone of voice. I then worked with every function of the business—from Product to Compliance—to establish the importance of copywriting and improve our end-to-end customer journey across every platform.
To improve our usability and make sure we built trust with every word, I constantly tested and tweaked our UX, whether in-app, online or in our CRM.
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This is something I love to do with all content, combining my nerdy interest in reading psychology with processes like live user interviews, feedback surveys and AB testing.
Biggest success 📈​ Too many to choose! ​
We increased app download rates after overhauling our app store content. ​
We improved activation rates after creating our CRM activation flow. ​
We reduced calls to Customer Service after overhauling our Help Centre and launching our automated chat bot flows.
Research-based content.
Product launch for insurance feature.
Hosted on our internal system for easy access.
Customer journey mapping our chatbot.