Building content design from the ground up
Establishing content practices and shaping investor experiences as ADDX’s first UX writer.
Role
Company
Timeline
Focus
Senior UX Writer
ADDX
May 2022 - April 2023
Content Strategy, UX Writing, Financial UX
Designing for measurable impact
+83%
Onboarding conversion
Increase across the broader KYC/AML onboarding transformation from 2020–2025.
2 x
Product engagement
Increase in product detail page engagement through UX improvements and A/B testing.
~90%
Reduction in manual effort
Increase in product-detail-page engagement through UX improvements and A/B testing.
2 x
Product discoverability
Reported improvement in product discovery following search and filtering enhancements.
Impact figures reflect related initiatives and their respective measurement periods. My contributions during 2022–2023 focused on onboarding, KYC/FATCA reverification, and product discovery.
Bringing content into the design process
Complex investment journeys need clear, consistent language. As ADDX’s first UX writer, my remit was to bring content into the design process: defining shared practices, partnering across disciplines, and shaping the words that guide investors from onboarding to ongoing account requirements.
How might we make content an integral part of designing investment experiences?
A proposed UX content process for ADDX
Shared content standards
Define tone, terminology and reusable guidance for consistent content decisions across investment journeys.
Cross-functional collaboration
Bring product, design and relevant stakeholders into content discussions, from early exploration through review.
Content-first design thinking
Explore information needs and language alongside flows, before interface details become fixed.
Making complex journeys easier to navigate
User Profiling
Problem to address: investment-profile questions can be difficult to interpret without clear structure and context.
Question structure
Group related questions and use a consistent sequence to reduce interpretation effort.
Information clarity
Explain investment terms in plain language without removing important financial distinctions.
User guidance
Clarify why information is needed and what investors should consider when responding.
Enhanced Onboarding
Problem to address: a multi-step onboarding journey needs clear expectations and continuity between screens.
Set expectations
Make the purpose, information needs, and next steps clear before investors begin.
Maintain continuity
Use consistent terms across steps so investors can follow the journey.
Explain what follows
Distinguish completion from review and describe any remaining actions.
KYC & FATCA Reverification
Problem to address: reverification must communicate account requirements and next steps without ambiguity.
Make requirements explicit
Separate required information from supporting context; explain unfamiliar KYC and FATCA terminology.
Guide the next action
Explain what investors need to do, what happens next and where to seek help.
Creating clarity across every interaction
Notifications
Search & Filter
Clarity and consistency
Keep the message purpose and terminology consistent across notification types.
Actionable communication
Distinguish information from action; make the next step explicit when one is needed.
Labels and findability
Use recognizable investment terms so investors can identify relevant options.
Interaction clarity
Make filter meaning, selected criteria and ways to refine a search easy to understand.
From individual screens to product-wide thinking
Being ADDX’s first UX writer meant thinking beyond the words on individual screens. I saw the role as an opportunity to help establish a shared approach to content: making room for language in early design conversations, asking what investors need to understand, and connecting decisions across journeys.
For me, the enduring question is how content can become part of how a team designs—not simply a final layer of copy.
Great content design shapes how an experience works, not just how it sounds.