Content Strategy | UX Strategy | UX Research
Writing the Perfect Copy for Crypto Beginners and Enthusiasts
Kadet Wallet enables crypto currency newcomers and veterans to securely purchase and trade crypto currency. I joined the Content Strategy Team to create the written copy for Kadet Wallet’s website and web-extension. The goal was to inspire users to sign up and engage with the product.
Our team's goal was to develop an MVP for Kadet Wallet’s website and web-extenstion in 8 weeks.
Our team aimed to make the wallet's content easily understandable, user-friendly, and maintain consistent language throughout.
Our team used content writing strategies, copy exploration tables, and UX research to find appropriate copy for Kadet Wallet.
Our goal was to cater to both newcomers and experienced cryptocurrency users, making Kadet accessible and valuable to all.
4 timezones with diverse backgrounds.
I played a vital role by leading meetings, audits, and presenting to stakeholders.
I collaborated closely with the design and research leads to coordinate between teams.
I supported our team lead by using Notion and Airtable to organize content and enhance our workflow.The Kadet Wallet content strategy team covered
The team audited Koala Wallet, a direct competitor, capturing screenshots and analyzing copy, UX, UI, and interactions. This competitor audit allowed us to assess the strengths and weaknesses of Koala Wallet.
We found a few opportunities of how we could improve on Koala Wallet:
- Koala Wallet used crypto terms unsuitable for beginners.
- Koala's CTAs were unclear and wordy; shortening them could improve clarity.
- Headings, subheadings, and paragraphs in Koala were misaligned, making the app's visual layout confusing .
This guided our strategy: simple language, proper alignment, and concise phrasing for a better experience.
Next, the content strategy team conducted a brand personality workshop to define the personality and tone of Kadet Wallet's written copy.
We did multiple workshops to dive deeper into developing the personality, voice, and tone of Kadet Wallet. This was accomplished through:
Empathizing: asking questions to get clear about the 'personification' of Kadet Wallet.
Defining: Getting clear about the personality traits that define the brand of Kadet Wallet.
Ideating: Clarifying what our tone and voice will look like.
Using the 12 archetypes wheel, we narrowed down the brand’s personality and identified the main traits as Sage and Explorer. We also focused on understanding users' needs, objections, preferences, and the brand-user relationship.
The workshop resulted in the development of a mission statement. The key takeaway was to use the identified personalities and mission statement as inspiration for all future copy and work on Kadet Wallet.
Following the Personality Workshop, we audited the previous design team’s copy.
I created a structured table for the audit, with tabs for each section and page of the website and web-extension. We shared ideas, voted on suggestions, and implemented the new tone and voice into our copy.
The structure of the table allowed our team to divide the work to quickly turn around new copy. I reviewed every page and made sure that we kept consistency with title case sentence structure, simple language word use, and tone consistency throughout. This kept us in line with our newly created brand guidelines.
Once our audit was complete, we handed over the revised copy to the design and research team for testing. A key realization from this process was that the table's organization facilitated collaborative and asynchronous work across different time zones, fostering a cohesive and efficient team dynamic.
With the copy component library in place, our team established a system for the design team to submit requests for new copy.
We created a dedicated table for requests with fields like name, date, page screenshot, and requested revisions. My teammate and I managed changes, maintaining the library.
This streamlined collaboration, keeping teamwork organized and uninterrupted.
In the absence of clear leadership direction, I took charge of the project. As our team lead was in Europe, I led team and stakeholder meetings. Additionally, I created tools and systems for effective collaboration across teams, ensuring project completion.
Embracing asynchronous collaboration allowed us to effectively work with teammates across different time zones, maximizing productivity and efficiency.
Maintaining open lines of communication and collaborating with colleagues from different departments resulted in a stronger and more cohesive final product.
Having a clear mission statement helped guide our decision-making and keep us focused on the overall goal, ensuring that our efforts aligned with the project's vision.
Continuously iterating and improving the product through research and feedback ensured that we were creating a high-quality solution that met the needs of our target audience.
By fostering a collaborative environment, we were able to tap into the collective expertise and creativity of the team, leading to the development of brilliant and effective solutions.
During the MVP presentation, stakeholders were thrilled, sparking the product's immediate development. The final product is set to launch in August 2023, marking a milestone.
Stepping into leadership and motivating the team to achieve results is a personal success. I take pride in my role as Content Strategist for Kadet Wallet. This sprint project taught me valuable lessons, especially stepping beyond my role for the team and the project.
