Writing for a fintech app rooted in values
When I joined the team, the app already had multiple features—but lacked a cohesive tone, smooth user guidance, and engaging in-app language. Some terms were too generic or too formal. Others didn’t reflect the app’s values or user expectations. The lifestyle tab, especially the learning video and Ask the Expert features, had untapped potential to increase user engagement.
What I did to improve the product
Contributed to defining and refining the tone of voice to match the app’s Islamic identity while staying modern and friendly
Created bilingual microcopy (Indonesian & English) for multiple flows including onboarding, savings, product intro, and lifestyle features
Proposed cross-recommendation copy in the video section to boost feature discovery
Collaborated with the UX lead and product team during ideation, brainstorming, and testing phases
Participated in QA testing and reviewed copy in staging to ensure everything worked smoothly
Positive outcomes and team impact
Click-through rate increased in the lifestyle tab after we added thoughtful cross-feature suggestions
User feedback showed appreciation for the clear, calming tone
Helped shape early tone of voice documentation shared with marketing and design teams
Stakeholders valued my ability to offer both practical UX copy and strategic content input across features
What I learned from this work
I learned how to write with empathy and clarity in a product that blends finance and faith. This project strengthened my ability to work across complex user journeys while keeping the copy aligned with both user needs and brand values.