During my tenure as UX Content Design Lead at Curve, I was tasked with utilising content to reduce drop-off during the post-download onboarding journey. Conducting an audit of the existing onboarding content and reviewing data from UX Research identified key focus areas: 1) revising copy to be benefit-led instead of feature-led, 2) revising the in-app illustrations to be more on-brand, and 3) clarify the physical Curve card’s existence by championing it throughout the journey.

I went through many rounds of copy research with my UX research team to ensure we were showcasing the right features. I also explored and created prototypes to showcase the Curve card in different ways. I also worked closely with the Brand team on a new, scalable illustration style which would be cohesively executed across all Brand channels. Overall the content contributions I made helped see a double-digit decrease in customer drop-off in a matter of weeks, making this project a success.