Role: UX Writer
Client: Carbon MFB
Stakeholders: Product Designer, Product Managers, Scrum Team, and Compliance.
This is one of my very firsts when it comes to In-App UX Writing. So, in the later parts of this project, I have highlighted some things I would have done differently if I did this same work today.
Carbon was previously a lending app that is transitioning into a fully digital bank. Part of its offerings
include high-interest savings. The major challenge for this project, however, was that the previous Savings
flow wasn't clear to the user, causing low creation of savings plans on the app. Many users also had doubts
about using the app.
My role as the designated UX writer on the project involved creating a microcopy flow that ensured users
got an onboarding experience that was easy to understand and transparent, especially since investments in
the country can be usually frowned upon due to the many scam stories around.
Old Savings Flow
For the messaging in the entire flow, I ensured they were as informative as possible and actionable, making it straightforward for the user to save money in record time.
Flow for when a customer creates a Savings plan
Now, I’ll explain how I approached the UX writing for each of the screens in the flow above. There are 6 screens in total.
In the previous flow, there was no context given to the customer to let them know there’s a minimum amount they
can save. It only appeared after the customer had entered an amount below the threshold. To save the customer time
and enable a more seamless process, in the second screen of the new flow, I used a hint to inform the customer that
there’s a minimum amount they can save on the Carbon app.
We also ensured that it was clear that users can choose to lock plans or not. One of the feedback from
research exercises was complaints about not being able to access funds when in fact they had locked their
funds till a certain date.
The 5th screen above shows all the details of their investment so that they are well informed.
(In retrospect, I would not rely on just this screen since it disappears once the customer leaves the page.
I would add an email in this flow that is triggered once the customer clicks on “Create Cash Vault. This is
so that the user can reference it anytime).
Flow for when a customer pauses a Savings plan
Users requested the ability to temporarily pause saving when they can't continue, without stopping altogether. I helped create the text for the screens that implement this feature, including explanations of the consequences of pausing, such as not earning interest during the pause.
In retrospect, I won't use the word 'liquidate' in the copy as it may be too technical for some set of customers. I'd replace it with one of "Cancel Savings" or "Withdraw your savings" as they're more direct and easier to interpret.
In retrospect, I would reduce the text in the pop-up on the first screen and write something like "You will
be unable to earn interest on this plan until you resume again." CTA: "Yes, pause my savings".
It's shorter and less scary. I need to also respect that the saver knows what they're doing.
As a result of having a more understandable UX flow, the customer experience team saw fewer calls and messages related to savings.
Previously, the team had been doing an average of ₦500 million in savings monthly. When we launched the new flow, the following month saw us do ₦700 million and in the following month, almost a ₦1 billion in savings.