My role

I was brought in as a UX copywriter to help simplify the application journey from start to finish. That meant setting the standards for language across the experience – and making sure the copy felt clear, supportive, and joined-up wherever users interacted with it.

A recognised pain point was the identity verification flow, which was powered by a third-party provider. As it was a known drop-off point, it was crucial to integrate it as smoothly as possible into the rest of the journey.

I therefore set out to:

• Interpret the existing tone of voice to keep the experience feeling part of NatWest

• Make the microcopy as clear and concise as possible to avoid overwhelming the screens

• Ensure the confirmation dialogs, error messages, and prompts were easy to follow and consistent  

• Keep the language flowing naturally to guide users intuitively through the experience

The outcome

The goal was to improve the number of people who completed their application first time. By simplifying the language, setting clearer expectations up front, and making the trickiest step feel less daunting, I helped NatWest achieve a noticeably better First Time Pass rate - and hopefully a smoother, more reassuring customer experience to boot.