WESTERN UNION'S FRAUD AWARENESS LANDING PAGE
OVERVIEW
Requirement
Redesign the Western Union fraud awareness landing page.
Description
Western Union is a global leader in money transfers, offering services worldwide. Given the nature of its business, the risk of fraud and scams is a major concern. While a fraud prevention landing page existed, it was outdated and no longer aligned with the brand’s tone and voice. My task was to rewrite the page to ensure it was clear, engaging, and aligned with Western Union’s refreshed messaging—helping users stay informed and protected.
Role
Content Designer
Marketing
Project management
Duration
4 months
Goals
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Update the content with the updated tone and voice.
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Improve the clarity and accessibility of the page to better educate the users.
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Enhance user engagement and conversions through improved design and content strategy.
PROCESS
1. Research
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Audited the existing landing page.
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Analysed the user feedback and pain points of the page.
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Reviewed competitor sites and best practices for fraud awareness content.
2. Strategy
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Developed a content strategy focused on clarity, engagement, and trust.
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Ensured consistency with Western Union’s updated brand identity.
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Planned the new layout and structure for the landing page to improve user flow and accessibility.
3. Content development
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Collaborated with UX designers to create wireframes and prototypes.
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Wrote clear, concise, and engaging content to explain different types of fraud and how users can protect themselves.
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As it's a global page, I ensured the content I drafted was easy to localise.
4. Content creation
Produced informative sections, including:
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Types of fraud
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Tips for protecting yourself
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Steps to take if you suspect fraud
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Contact information for reporting fraud
5. User testing
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Conducted usability tests with a sample group of users to gather feedback.
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Made iterative improvements based on user insights.
6. Approvals
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Collaborated with brand, compliance, and legal stakeholders to ensure all the measures are followed.
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Sought approvals and sent it forward for implementation.
7. Implementation
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Coordinated with the development team to ensure seamless integration of the new design.
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Launched the updated fraud awareness landing page.
Results
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Increased Engagement: User engagement with the page increased by 45%.
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Reduced Bounce Rate: The bounce rate decreased by 30%.
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Improved User Feedback: Positive feedback from users regarding the clarity and helpfulness of the information.
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Translations: The page is being translated in the all the possible languages used by Western Union users.
Key learnings
1. Insufficient Initial User Research
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Issue: The initial user research was not comprehensive enough, leading to some user pain points being overlooked.
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Solution: Conducted additional user interviews and surveys to gather more in-depth insights.
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Learning: Ensure thorough and diverse user research to fully understand user needs and pain points.
2. Overcomplicated design
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Issue: The first iteration of the design was too complex, making it difficult to navigate and hard to find information.
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Solution: Simplified the design and content, focusing on intuitive navigation and clear visual hierarchy.
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Learning: Prioritize simplicity, along with content and usability in design to enhance user experience.
3. Delay in content approvals
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Issue: The content approval process took longer than anticipated, causing delays in the project timeline.
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Solution: Established clearer communication and faster feedback loops with stakeholders.
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Learning: Set realistic timelines and streamline the approval process to avoid delays.
Conclusion
his project is a great example of how I dive into research, build a solid content strategy, and work closely with cross-functional teams to create content that truly makes an impact. From UX writing to design collaboration, I focused on improving the user experience while meeting business goals. This case study gives a behind-the-scenes look at my process and the results, showcasing my expertise as a content designer.
