Simplifying finance through strategy and story
UX Writing & Content Strategy for PLATA Inversiones
How I helped launch a first-of-its-kind investing experience for PLATA—using content strategy, product thinking, and plain language to turn complexity into action.
1. 🔍 Context & Challenge
The challenge
Investing is often intimidating — especially for new users without financial experience.
PLATA, a fast-growing fintech app in Mexico, wanted to introduce its first investing feature to a broader, younger audience. The product needed to build trust from first tap, explain complex concepts clearly, and align with legal, marketing, and design requirements.
My role
As the sole UX Writer, I partnered with PMs, designers, and legal/compliance to lead content across:
Landing page and onboarding flows
Tone calibration and localization strategy
Content style guide updates
Messaging hierarchy and microcopy systems
2. 📐 Strategic approach
Building trust through clarity
I simplified financial concepts into accessible, user-first language — using progressive disclosure, conversational tone, and chunked layouts to avoid overload.
Designing for behavior
We applied behavioral nudges (like pre-commitment framing and contextual reassurance) to encourage action without pressure.
Creating reusable systems
I developed a tone matrix and messaging system that mapped to the user journey — supporting not just this launch, but future investing content across the app.
3. 🤝 Cross-functional work
Working across silos
I collaborated with:
Design: to co-define the IA and visual hierarchy
Legal: to negotiate plain-language disclosures that stayed compliant
Marketing: to ensure consistency from the landing page to in-app activation
This alignment helped unify brand and product tone
4. ♿️ Accessibility & Inclusion
Used plain language and defined terms progressively (e.g., “compounding” → “your money grows over time”)
Designed screen-reader-friendly CTA labels and simplified button copy for cognitive ease
Prioritized inclusive tone to move away from jargon-heavy, finance-bro language
5. 📊 Outcome & Validation
Although still in rollout, our early testing showed:
Increased engagement with the landing page
High comprehension scores in moderated testing
Zero flagged content issues from Legal (first round approval!)
Consistency wins: the messaging system is now used across PLATA’s financial education flows
0.7 Final Reflection 🔑
This was more than just a writing project—it was a chance to lead, collaborate, and shape something from the ground up.
I owned the content end-to-end, but never in a silo. I worked closely with design, product, compliance, and marketing to make sure everything—from the hero line to the last FAQ—felt clear, trustworthy, and intentional.
Beyond the page, I helped define how we talk about investing at PLATA. The voice, structure, and strategy we built here are now guiding future product launches, and I’m proud to have helped set that foundation.