{"id":1157,"date":"2020-06-10T16:40:06","date_gmt":"2020-06-10T16:40:06","guid":{"rendered":"https:\/\/joannaralston.net\/portfolio\/?p=1157"},"modified":"2024-02-22T20:32:26","modified_gmt":"2024-02-22T20:32:26","slug":"initiating-a-money-transfer-redirect","status":"publish","type":"post","link":"https:\/\/joannaralston.net\/portfolio\/initiating-a-money-transfer-redirect\/","title":{"rendered":"Content Strategy for Western Union’s response to COVID-19"},"content":{"rendered":"\t\t
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The company\u00a0<\/h2>

Western Union is a global company that allows people to send money worldwide and pay bills online and in person.\u00a0<\/p>

I worked as a Senior Content Strategist at Western Union for over 5 years.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The project<\/h2>

The COVID-19 outbreak changed the way the world did business. Unfortunately, that meant that Western Union also had to change the way they served our customers.<\/span><\/p>

With so many people unable to leave their homes, receivers could no longer pick up their money. As a result, many transfers were canceled, and people wondered how they would get the money they needed.<\/p>

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The flow when initiated by the sender - during the send money flow<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Western Union implemented a direct-to-bank transfer that both the sender and the receiver of a transaction (even one already in progress!) could initiate.\u00a0<\/p>

This bank-to-bank transfer helped customers receive their money amidst Western Union agent locations’ closings while following the stay-at-home orders that affected us all.<\/p>

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This shows the app copy updated for this project, with an updated decline screen<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The challenges<\/h2>

The first challenge I encountered was that this was a high-priority ask.\u00a0<\/p>

The turnaround time was relatively short, as we needed to complete the copy, design, and implementation – the goal was to have it launched in two weeks.\u00a0<\/p>

I knew I needed to find a way to communicate a lot of information in a small space (see the blue and orange text boxes as an example).\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The flow when assisted by the receiver <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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For many customers, this would be the first time they’ve sent money digitally. Long-time customers used to getting cash in person now needed a way to get money in their bank accounts – and fast. <\/p>\n

Initiating this change could be scary for some. So I needed to be sure users’ faith in the company didn’t waiver. I did this by using consistent and precise language that subtly points out how convenient it would be to change their delivery method.<\/p>\n

An additional challenge was compliance, as we couldn’t let the receiver know why they couldn’t update their transfer – or even how they could fix any issues. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The strategy<\/h2>

While working closely with the UX designer and the product manager, we brainstormed how to implement this new send money option into our current send money flow.<\/p>

I had to have consistent wording throughout – including the payment flow, emails, and text messages.\u00a0<\/p>

We held daily stand-ups where we marked our progress, discussed any roadblocks, and how we could make the best experience for our users.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The flow when initiated by the sender<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The flow when initiated by the receiver<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The results<\/h2>

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Western Union saw a record number of transactions, raising their digital transfers by about 39% in just a month!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The company\u00a0 Western Union is a global company that allows people to send money worldwide and pay bills online and in person.\u00a0 I worked as a Senior Content Strategist at Western Union for over 5 years.\u00a0 The project The COVID-19 outbreak changed the way the world did business. Unfortunately, that meant that Western Union also […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1157","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nContent Strategy for Western Union's response to COVID-19 - Joanna Redmond Portfolio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/joannaralston.net\/portfolio\/initiating-a-money-transfer-redirect\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Strategy for Western Union's response to COVID-19 - Joanna Redmond Portfolio\" \/>\n<meta property=\"og:description\" content=\"The company\u00a0 Western Union is a global company that allows people to send money worldwide and pay bills online and in person.\u00a0 I worked as a Senior Content Strategist at Western Union for over 5 years.\u00a0 The project The COVID-19 outbreak changed the way the world did business. 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