Haru Invest Microcopy
Overview: Haru Invest was a crypto investment app that allowed users to earn interest on their crypto assets over time. Our goal was to keep expanding our global usership with English content as the primary language in the app.
Team + Role: As the lead UX writer on a 30+ product team, I created all the English web and mobile app copy. I also worked closely with the marketing team to create and oversee all the English content for ads, instructional seminars, and VIP user-targeted campaigns.
Impact: We were able to amass users in over 40 countries and reach our annual target AUM within 10 months.
Challenges
I’ve highlighted 3 microcopy challenges that significantly contributed to Haru Invest’s business goals.
Error Message
Bottom Sheet
Navigation
Challenge 1: Error Message
My goal was to create a clear and succinct error message for the email verification process. The current copy did not specify the stated error nor was it consistent with the Haru Invest brand voice, which prioritized using positive language. The current copy also had a low adoption rate in verifications as well as a bottleneck in customer service requests because users were unaware of how to continue with the verification process.
Final version
I rewrote the copy to specify the exact error and guide the user on how to take action and resolve said error.
Impact:
This copy change led to a 17% increase in new accounts with completed verifications and a significant decrease in CS requests.
Challenge 2: CTA Button
The goal here was to create English copy that would encourage the user to deposit more crypto into their account and help us reach our target AUM (assets under management). The current header stated the amount needed only in Bitcoin and no other currencies. It also did not encourage or nudge in the informative brand voice that Haru Invest strived to consistently use.
I translated and rewrote the English copy with a more action-oriented tone. The title now informed the user about the exact issue at hand, the description specified the exact amount the user would need to deposit in order to earn interest, and the CTA was rewritten to further urge the user to take action and make a deposit right away.
Impact:
Consequently, the deposit rate increased 7 days after the new copy was implemented.
Challenge 3: Navigation
My goal was to translate and localize the Korean copy for 3 navigation tabs that provided more information about a Haru Invest NFT product called "Frost." Frost was slated to launch with English as the main language for Haru Invest’s global usership. The copy in Korean for the 3 tabs was straightforward, but when translated into English, I found that "description," could not be differentiated from "details."
I decided "benefits" would be the best way to describe the information under this tab. Not only was it distinctly different from "details," but it was also a way to further highlight the advantages of purchasing a Frost.
Impact:
We successfully launched the English mobile copy for Frost products, to users in over 40 countries.