Busha
Simpler and user-friendly onboarding flow
Project Overview
Hero section view of landing page
Role: Content Designer
Tools: Microsoft Word, Figma, Notion
Collaborated with: Lead Product Manager, 1 Senior designer, 1 Full-stack developer
Industry: Technology (Web3)
Problem/Goals:
Busha's onboarding flow was pushing users away with dense technical language, resulting in high drop-off rates and frustrated users.
The goal was to transform this critical touchpoint into a frictionless experience that welcomes users into the crypto space.
How I helped:
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Conducted content audit
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Created style guide
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Competitor research
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Wrote and edited web copy and microcopy
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Product naming
Project Requirements
Copy Optimisation
Rewrite onboarding flow copy with a clearer language that improves onboarding experience for users.
Content Analysis
Product Content Audit
During my content audit, I spotted these improvement areas:
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Technical overload: Complex crypto jargon created barriers for newcomers
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Information fatigue: Walls of text overwhelmed users at critical decision points
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Brand disconnect: Overly formal tone clashed with Busha's approachable brand identity
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Inconsistent messaging: Lack of consistent voice throughout the journey
Research
Competitor Analysis
I conducted an extensive analysis of top crypto platforms including Binance, Coinbase, and Luno to:
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Map successful content patterns that drive user engagement
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Identify language that resonates with crypto beginners
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Uncover opportunities to make Busha's voice distinct in the market
What I Did
UX Content Audit of Busha Commerce
UX Copy Optimisation
I rewrote step-by-step instructions using plain language
I also added contextual help text for complex terms or terms that were not conventionally used in the industry to reduce cognitive load for users.
I hypothesised that by making the copy less complex and more engaging, users were more likely to continue interacting with the interface and complete their onboarding process.
Progress Messaging
With the help of the developer, I introduced dynamic progress messaging that celebrates user milestones, turning a routine verification process into an engaging journey. This psychological reinforcement helped users maintain momentum through complex steps.
Style Guide Development
Created the product content style guide to ensure consistent, user-centred communication. This covered:
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Purpose, scope, and audience
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Voice, tone, and content principles
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Clarity, concision, and plain language
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Inclusive, accessible, and localisable content
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Terminology, naming, and language to avoid
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Grammar, punctuation, capitalisation, and formatting
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Numbers, dates, times, units, and product terminology
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UI content patterns, including buttons, labels, errors, and notifications
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Content structure, hierarchy, and scannability
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Legal, regulatory, and brand requirements
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Governance for ongoing maintenance
Results
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24% increase in onboarding completion rate
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30% reduction in support tickets related to signup process
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User feedback showed improved understanding of platform features
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Decreased average time to complete verification by 3 minutes
What I learned
User language evolves constantly. What worked yesterday might create friction today. The key is building feedback loops that catch these shifts early and adapt our messaging accordingly.
Here's what I'd do differently now
Validate language choices with real users, ensuring every word earns its place in the user journey.
Check live product here.
Love my work? Drop me a line.
Onboarding screen for verification step 2
