While at Curve, I led UX content strategy for the post-download onboarding journey, using content, insight and brand storytelling to reduce friction in the customer experience. The challenge was not simply to rewrite copy, but to help new users understand Curve’s value faster, feel more confident in the product, and move through the journey with less uncertainty. 

The work began with a content audit and review of UX Research data, which identified three priority areas: making the copy more benefit-led, clarifying the role of the physical Curve card, and evolving the in-app illustrations so the journey felt more connected to the wider brand. I partnered closely with UX Research to test messaging, explore feature hierarchy and refine how product value was communicated. I also created prototypes that championed the Curve card more clearly throughout the journey.

Across UX copy, content hierarchy, journey thinking and brand collaboration, the project transformed onboarding into a clearer and more cohesive customer experience. Alongside the Brand team, I contributed to a scalable illustration direction designed to work across product and brand channels. The improvements helped deliver a double-digit reduction in customer drop-off within weeks, proving how clearer communication can directly shape customer behaviour and business impact.