Case studies
Portfolio.
Three case studies from regulated FinTech. Each describes a content system I designed end-to-end — what was broken, what I changed, and what moved as a result.
FinTech · regulated broker · 2023 – 2024
End-to-end customer onboarding journey
Designing every touchpoint a new client meets — from sign-up to first deposit — across 10+ languages and four channels. Lifted triggered email conversion by 15% and cut repetitive tickets in top categories by up to 35%.
+15%
Triggered email conversion
FinTech · regulated broker · 2023 – present
Self-service as the second line of defence
Rebuilt the Help Center as a content system that doubles as training data for the AI support bot — one source of truth feeding humans and machines. Bot now handles 60%+ of queries with +30% answer accuracy.
60%+
AI bot queries handled
FinTech · regulated broker · 2023 – 2024
Product communications, not marketing
Built the triggered communications system as a product surface, not a CRM channel. Defined event schema with engineering, owned reliability and A/B optimization in production. Conversion up 15%, SMS volume down 20%.
+15%
Triggered email conversion