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Case Study
2025
UX Writer
Popups, Rewritten
Popups became smaller. Customer drop-off and confusion when down by 27%. Every word was carefully audited and earned it's place.
Constant friction
Most parts of transactional banking journey skreech to a halt when a complex pop-up shows up on the customer's screen. We noticed an unusally large drop-off rate on these screens
Cutting
I mapped every pop-up to the single question it answered for the user. Copy that answered no questions were cut. Copy that answered the same question twice were merged. The copy on the survivors was rewritten to earn its place, shorter sentences, one idea per pop-up, buttons that say what happens next.
Outcome
Activation rose 18% in the first month. The bigger win was cultural: “what question does this screen answer?” became the team’s default review prompt.
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