Contribution highlights

Scope of work: Content design for SNACK by Income app + website

Objective: Scaling SNACK app and bringing it from version 2.0 to 3.0. The goal is to increase users and user engagement.

2022

• Conducted content workshops to develop brand voice chart

• Content design for the app updates from version 2.0 to 3.0. Rewriting empty states, notifications, alerts, error messages in the SNACK tone of voice

• Created collaterals like EDM, app store descriptions to inform users about new updates

• Enhanced copy on SNACK & Co website for B2B partner brands to self serve marketing campaigns and create loyalty programmes

• Developed and maintained Content Style Guides and contribute to the current design system

• Conduct UAT testing and copy review for enhancements and new features

• Created content collaterals for InsureTech Connect Asia 2022 and Singapore Fintech Festival 2022 including change log content

2023

• Built content strategy for refreshed SNACK website www.snackbyincome.sg

• Launched communications for new features such as Rewards and Cashback and explain complex concepts of how the reward mechanism works

• Designed content and experience flow for launch of new features like “Profile page” and “Transactions”

• Designed content and experience flow for the launch of new products like Self Care Pack, Junior Pack, Pet insurance, and Home insurance

• Created Go-to-market (GTM) plan for the launch of Self Care Pack, determined key messaging angles for social media platforms like Instagram

• Achieved a high of $300,000 in overall sales a week in September/October 2023

case study #1: rewards feature

Project summary: Introduce a new rewards feature to replace existing SNACKUP rewards program on the SNACK by Income app. The opportunity to determine what the feature would be like and how to communicate how the new rewards mechanics would work.

Background: While the existing mechanics was simple: users get back insurance coverage and investment credits when they spend with affiliated merchants; most users did not know what SNACKUP meant even after extensive marketing efforts on social media. This confusion was discovered when my UX designer ran a workshop/ testing with 10 individuals to test their understanding of the SNACK concept.

Team makeup: I was embedded with a team of product designers, engineers, researchers, data scientists, and product managers completing the day-to-day work. We worked closely with legal and privacy for reviews and go-to-market strategies.

[Discovery phase]

Contribution highlights: I conducted a content workshop (see above for methodology) to identify key messages for different user journeys. I also explored different terminology for rewards as inspired by competitor apps like Hugo Save and Shopback.

Decision: Approved to move ahead with the “Cashback” terminology.

[Delivery phase]

Challenge: To introduce a new rewards/ Cashback system to users in stages. Rewards 1.0 to be launched April 2023. Rewards 2.0 to be launched September 2023.

Contribution highlights:

• Introduce visual aid to help explain complicated mechanics

• Design splash screens to introduce concept to new/old users

• Highlight value propositions of new Cashback feature instead of just focusing on mechanics of how it works

• Proposed the nuanced messaging for the Cashback launch:
  - To highlight benefits instead of feature. Example: “SNACK is giving you Cashback to help you get the most out of SNACK.”
  - Incorporate more “you” language into the communications. Example: “Choose what matters most.” -> rewrite to “Choose what matters most to you”

• Worked with product managers and legal/ compliance team to get approval of terminology

Case study #2: SNACK Website 2.0 to 3.0

SNACK 2.0 website before the copy changes

Case study #3: SNACK to omni-channel sales