💼 Developer Portal | Hola Cash

Reduced support tickets by 15% and increased Sandbox conversions by 25% through content-led improvements.

UX Writing · Content Strategy · Developer Experience

🧪 TL;DR

  1. Industry: SaaS / Fintech

  2. Type: Dev Docs / Onboarding

  3. Role: UX Writer & Content Strategist

  4. Wins: ↓15% support tickets · ↑25% Sandbox accounts

  5. Skills: IA · Microcopy · Dev Experience · Testing · Voice & Tone

🧩 The Challenge

Hola Cash is a SaaS payments platform with a self-service Developer Portal. But developers weren’t getting what they needed—and Customer Support was overwhelmed.

💬 Common complaints included:

  • “I can’t find the right documentation.”

  • “Which integration should I use?”

  • “I didn’t realize I needed a Sandbox account.”

  • “I signed up... now how do I log in?”

Before: Cluttered layout, missing key actions, and unclear user flow.

💡 Hypothesis

If we clarified the content, improved the site’s structure, and guided users more clearly:


✅ Support requests would drop
✅ Sandbox signups would rise
✅ Devs could integrate faster and more independently

🔬 My Role

Who

🧑‍🎨 UX Designer

✍️ Me (UX Writer)

Focus Areas

Wireframes · Layout design · Visual hierarchy

Content strategy · Information architecture · Microcopy · UX writing · A/B testing

Collaboration breakdown:


I collaborated closely with Product, Marketing, and Engineering throughout the project to ensure the experience was not only usable—but genuinely useful.

🔍 Research

  1. Competitor audit

  2. Support ticket and PRD analysis

  3. Developer interviews

  4. Alignment with brand voice and tone

✍ Execution

Site-Wide Changes

  1. Homepage copy

  2. New CTAs

  3. Navigation and IA adjustments

Testing

  • A/B tests

  • Copy refinements based on results

Key Section Optimizations

  • Integrations page

  • Sandbox explanation

  • Tutorials

🚀 The New Experience

Clean hierarchy, improved guidance, and conversion-focused CTAs.

📈 Results

  1. 15% ↓ support tickets

  2. 25% ↑ Sandbox accounts

  3. Improved onboarding UX

🎓 What I Learned

This project stretched me in the best ways.

I had to push for user research in a space where it wasn’t initially prioritized—and it paid off. I learned how to simplify complex technical content without losing clarity or usefulness, and how to advocate for decisions that benefit both the user and the business.

It also deepened my confidence working cross-functionally. Collaborating with Product, Engineering, and Marketing taught me how to stay aligned while still leading content decisions with intention and strategy.

More than anything, this project reminded me that great UX writing isn’t just about clarity—it’s about reducing friction, building trust, and moving the needle where it counts.