Common Sense Banking: Rethinking Neo's Content Design

UX WRITING | CONTENT DESIGN

Neo is one of Canada's fastest-growing fintechs, following a Series C funding round that led to a current valuation over $1 billion. As LinkedIn's top startup for the last two years, Neo has been growing rapidly, following major partnerships with companies like Tim Hortons and Cathay Pacific. As part of the Neo product design team I helped reshape much of the app's content design.

Smarter, Cleaner UX Writing

Neo recently overhauled their app to accommodate new products and a general evolution in their direction. As part of some deep brand identity work I did for the Neo Website and for Neo's Advertising, I also led a number of UX writing projects designed to simplify and contextualize important updates in the app.

Above: High-level entry points and interstitials designed to surface new changes to the app, including Neo's new Premium plan. These important UX copy updates were released in tandem with major content design updates on the Neo website, which I also led.

Communicating Neo's Rewards Ecosystem

Neo Rewards is a vital part of their offering. When Neo users spend, they can earn rewards in the form of cashback on things like gas, groceries, and dining out. Working closely with product managers and designers, I helped Neo find better ways to surface, explain, and provide more detail on Rewards to users.

Along with major updates to the positioning of Rewards throughout the Neo website, I created an updated breakdown of Rewards in the Neo Help Center, with approachable articles like "What are Neo Rewards?"

Premium Launch & Discovery

Premium is Neo's first major account upgrade. I wrote the go-to-market positioning for Neo Premium and did extensive work on the launch, both for the website and in the app's content design. This included: writing cross-sell tiles that surfaced Premium at relevant entry points; creating contextual interstitials; and writing more detailed descriptions of Premium's features where users wanted to dig further.

A Coherent Voice

I brought a coherent and powerful voice throughout the entire app, re-writing headlines and supporting copy for nearly every major product and feature. This included almost every key entry point for Neo products, including sign-up portals and login splash screens. Check out my longer post on how I rewrote and designed the Neo website to learn more about my role in defining the Neo tone of voice.

I also created in-app launch storylines for a number of new products, like Neo's High Interest Savings account. All these projects were high-impact communications that reached millions of users, requiring rapid ideation and razor-sharp copy.

End of Month Review

As well as improving content design throughout the Neo app, I spearheaded new marketing and UX initiatives as a wider attempt to offer a truly customizable and user-centric experience. One of these was an end of month review for users to get a snapshot of their engagement. Inspired by a similar end of month update I got from Uber, I adapted the concept to provide major metrics to Neo users which could give insight and encourage further engagement.

It was a great way to highlight the value of Neo to active users by reiterating how much they'd earned each month from using Neo and paying at Neo partners. It also acted as a cross-sell for users to explore new Perks, thereby highlighting new opportunities to earn.

I was able to make initiatives like this happen quickly by working closely with Product, Design, Development, and C-Suite to champion the value of Content Design and highlight it's critical role in shaping Neo's user experience. I was also able to harmonize the tone of voice and brand identity work I led at multiple touch points simultaneously, including UX, the Neo website, and in their creative campaigns.

Read more about my work for Neo Financial, Canada's fastest-growing Fintech:‍

BRAND | UX | CONTENT | DESIGN
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