Cut onboarding abandonment and boosted retention by 23% across multilingual markets
Content Strategist | 2018-2019
Context & Challenge
The Problem: Western Union’s mobile money transfer app faced high drop-off rates during user registration. Early-stage abandonment was linked to unclear value messaging, complex flows, and friction from compliance/legal disclaimers. The challenge was to craft onboarding content that balanced clarity, trust, and compliance across multiple regions and languages.
My Role
Leadership: As Senior Content Strategist, I designed and tested onboarding content to reduce abandonment and build user trust. I worked with legal, compliance, localization, and marketing teams across regions to deliver clear, culturally appropriate messaging and scalable onboarding flows.
Approach
- Mapped drop-offs → identified registration friction
- Crafted onboarding → passed compliance, boosted trust
- Built templates → faster multilingual rollout
- Aligned teams → legal + marketing consistency
Impact
- 📈 23% retention lift
- ⏱️ Faster localization
- ✅ Global trust adoption
Deliverables
Mobile App Welcome Screens
Collection of onboarding content and multilingual templates that reduced user abandonment and accelerated localization while ensuring compliance approval.
Tools
ChatGPT Jira Confluence Teams Asana
Leadership Contribution
This project reinforced how effective onboarding content requires not just clear value communication, but careful alignment with compliance, legal, and localization partners to deliver globally scalable trust.