About

Hello! I'm a UX writer and product content strategist with over 6 years of work experience. Currently crafting product copies at Uni Cards. I’ve previously worked at Uber, Khatabook, Enclouden and Mypoolin, in both product/UX content and marketing roles.Do let me know how I can help you? I am available for the following:

Project consultingIf you need an extra pair of eyes on your project, let me come in and do my magic.

UX CopywritingFind the right words to say what you need to say and delight your users.

Conversation DesignPlan, design, and build clever omnichannel, multilingual voice and chatbots.


Contact


UX Writing 101 (CONWIP)

My recommendations of UX writing-related resources, tools, courses, books and more to get started or elevate your career as a UX writer. Enjoyyy!

Communities
- Daily UX Writing - Facebook group - Ryan Farrell
- Microcopy & UX writing - Facebook group - Yuval Keshtcher
- UX writers & content designers - LinkedIn group - Bobbie Wood
- Content + UX - Slack group
- Adelante - Career group for UX writers - Jessica Smith

Books
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Tools
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Courses
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Events
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Industry Leaders
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Newsletters
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Podcasts
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Extras
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Case Study

Case Study - Daily UX Writing

About the project
Daily UX Writing is a 15-day challenge where we get a daily prompt with a challenge and a character limit for the solution. I liked these challenges because of the situational conditions, how the user is feeling right now and what they need to do next.
Challenge 01: Cancelled flight
Challenge 02: Sports season for a busy parent
Challenge 03: Wrong email address to sign in
Challenge 04: Supermarket promo for delivery
Challenge 05: Sudden phone death while writing a comment
Challenge 06: Fire nearby (GPS alert)
Challenge 07: Live update about sport match
Challenge 08: Your favourite band is in town
Challenge 09: Credit card expired when trying to rent a car
Challenge 10: Ask address without seeming like mining data
Challenge 11: Elderly trying to buy contact lenses online
Challenge 12: Trouble making an account because the system doesn’t recognize the user’s name
Challenge 13: Truck driver is behind schedule
Challenge 14: Comparing price app has an unknown error
Challenge 15: Facebook page creation user onboarding redesign

Challenge 01: Cancelled flight
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Flow diagram showing web sitemap and page hierarchy

Challenge 02: Sport season for busy parent
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Challenge 03: Wrong email address to sign in
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Challenge 04: Supermarket promo for delivery
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Challenge 05: Sudden phone death while writing comment
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Challenge 06: Fire nearby (GPS alert
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Challenge 07: Live update about sport match
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Challenge 08: Your favorite band is in town
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Challenge 09: Credit card expired when trying to rent a car
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Challenge 10: Ask address without seeming like mining data
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Challenge 11: Elderly trying to buy contact lenses online
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Challenge 12: Trouble making account because the system doesn’t recognize user’s name
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Challenge 13: Truck driver is behind schedule
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Challenge 14: Comparing price app has unknown error
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Challenge 15: Facebook page creation user onboarding redesign
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Multipl - An invite-only app for achieving your lifestyle goals in the smartest way. Multipl helps you plan, save and grow your money and enjoy life, debt-free.Role - Freelance UX writerGoal - To revamp the app content making it user friendly and easy to understand.Deliverables - App UX copies, basic user journeys and support content.The updated version of the app is live on the Playstore and can be accessed using the link below.Here are a few screens from the app -


Here is the link to check it out - Android


Pepbasket - an on-demand delivery platform facilitating order pickups & doorstep deliveries that covers a broad range of categories.Role - Freelance UX writerGoal - To revamp the content of the user and seller dashboard, helping them to navigate easily through the platform and reach the desired goal without any friction.Deliverables - Dashboard UX copies, all transactional user journeys and support content.The project is under development and the updated version is planned to be launched by December 1st week.


Here are the link to check it out - Seller | User


Khatabook - a mobile app that helps small shopkeepers and Kirana store owners in India manage their books by helping them track the money owed to them through the means of a digital ledger.Role - From ideation to execution, I am the sole content strategist and UX writer at Khatabook. I have also implemented a new process for content deliverables and managed localisation team of 11 language specialists.

I believe in sharing the value proposition first that let us create interest before getting into the details.

Improving first-time user experience:Goal -
- Increase the number of activated users by increasing the number of users adding customer
Problem -
- Drop-in customer addition for the first time users
Hypothesis -
- Too many CTAs/items on the home screen confuse and make users explore other things rather than adding customers
- We believe that some of our users are not aware of what will happen once they add a customer/supplier.
Research -
- Through user calling and after checking user recordings we understood that user gets lost as soon as they enter the home screen, and started exploring options in micro banners or the Money and More tabs without focusing on the 'Add Customer' button.
Solution -
1. An overlay informing users of the next best steps
2. Empty screen content - with value prop.
3. Push notification journey informing benefits and nudging users to add customers.
Result -
- Overlay - +ve impact on Login to Add customer (+2.8 p.p.) and on M1 Retention (+0.95 p.p.) vs control group.
- Copy on empty state screen - An average +2.95 pp increase in first customer addition.
- Push notification journey - We observed a 1.07% boost with the push notification journey in comparison to the control group.
Team Involved -
- UX designers, developers, performance marketing manager, data analysts, UX writer, and QA.

User Journey - Guiding users through push notifications.


Another major campaign we tried was for Akshay Tritiya, this was an offer on Gold purchases - we did more sales in one day than in the entire month of April.


Here are the link to check them out - Android | iOS


Case Study

Pagarkhata - an easy-to-use employee management app.

Role - From ideation to execution, I was the sole content strategist and UX writer for this project.Challenge - The challenge with Pagarkhata was to understand the localised terms and how people in various geographies manage their staff/employees including full-time hourly, part-time, salaried, or contract employees.Solution - I did user some research by calling various merchants, business owners and power users of Khatabook to understand the terms, their processes and the communication we can use to make the app colloquial and easy to understand.Sharing some screenshots for reference.

Here are the links to try the app - Android | iOS | Webapp


Flow diagram showing web sitemap and page hierarchy
Flow diagram showing web sitemap and page hierarchy
Flow diagram showing web sitemap and page hierarchy

Case Study

Cashbook - a free cash management and bookkeeping app for all kinds of business. Once can manage their income and expenses, credit and debit, as well as day-to-day transactions.

Role - From ideation to execution, I was the sole content strategist and writer for this project. I have also managed app localisation in 13 languages including Urdu and Arabic.


Push notification journey after app installation, encouraging users to log in on the app.


Push notification journey after login, encouraging users to add their first transaction.

Here is the link to download the app- Android


Case Study

Mypoolin - a mobile P2P (peer-to-peer) and group payments application later pivoted to provide b2b payment solutions to businesses in India.

Role: I was the sole marketer at Mpoolin, handling everything from content creation, social media, blogs, emailers etc. But in 2017, when we launched our b2b payment solution I was involved in technical documentation and later ventured into UX writing for their internal and merchant dashboards. Mypoolin gave me the opportunity to explore various fields and helped me grow professionally and has provided me with invaluable life experience.While the project is now closed by the parent company, I'd like to share the web content, blog and the tech documentation I had written with the help of the tech team.

Flow diagram showing web sitemap and page hierarchy
Flow diagram showing web sitemap and page hierarchy

Case Study

A client who must not be named

About the project
A content strategy project for a client fast charging solution to warehouses, airports, etc. The client needed fresh content for their website and to migrate their existing content from one platform to another. This project took business needs and goals and translated that into a content plan for their new offerings.
Role: I was assigned the content strategy and UX writing for this project.Deliverables include:
- Sitemap + hierarchy development
- Information architecture (IA)
- Content consolidation
- Content Migration plan
- Website content
- Blog template creation

Flow diagram showing web sitemap and page hierarchy