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banking and finance

Keyword at work

May 30, 2009

"Commitment to Sustainability" menu item at galleyecocapital.com

I worked with Lisa Galley to decide what keywords to include in page titles and navigation on the redesigned Galley Eco Capital website. Here’s an example of those keywords at work in the outside world:

Lisa’s post of May 20, 2009 This link goes to a different site, on her blog Our Green Journey, links to a post on sustainability as investment This link goes to a different site at One Block Off the Grid (1BOG).

On the 1BOG post, look for the phrase “commitment to sustainability,” which we identified as a keyword phrase during the redesign of the Galley Eco Capital site. The 1BOG post links that keyword phrase back to a page on Galley Eco Capital site titled — what else — Our Commitment to Sustainability This link goes to a different site.

This keyword loop increases traffic to Galley Eco Capital’s site, improves search results, and enhances the site’s usability (by reinforcing phrases that are relevant to the site’s audience).

» More about website strategy for Galley Eco Capital

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Website redesign for green real estate consultant

October 15, 2008

Client: Galley Eco Capital, San Francisco

Challenges: Old site did not describe company’s current services; site lacked keywords that would support usability and search engine optimization.

Dutchgirl’s solutions

To help the company generate more leads in a rapidly growing and shifting market, I wrote and organized new website content. First, I interviewed principal and financing expert Lisa Galley, then provided these deliverables:

  • Strategy summary Summary of goals and priorities for the site and other strategic information
  • Site outline Map showing navigation to the information and functions on the site
  • Homepage wireframe Diagram of the homepage, with space assigned to the highest-priority goals defined in the strategy summary
  • Site content Content that supported Galley Eco Capital’s strategic business priorities and followed usability guidelines for web content

New homepage

New homepage for Galley Eco Capital

Live page at:
galleyecocapital.com This link goes to a different site

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Writing corporate content on banking and finance

July 30, 2005

Clients/employers: Intuit, World Savings

Challenges: Produce effective company communication with customers, job seekers, regulators, and others, on topics that can be both sensitive and complex.

Dutchgirl’s solutions

Working with teams to define business goals and user tasks, I developed information architecture and wrote usable, persuasive website content for subsites on privacy, online security, corporate philanthropy, and careers.

On all subsites, content strategy required solving problems specific to the banking and finance industry. For example, privacy issues have unique implications in the context of online banking and tax software.

For more details

… or to discuss your project, contact us.

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Templates and copywriting for banking, finance, and tax content

July 30, 2005

Clients/employers: Intuit and World Savings

Challenges: Support marketing goals by designing content templates and writing clear, concise copy about the benefits and features of personal finance and tax software, financial services, and business services.

Dutchgirl’s solutions

Using a strategic, user-centered approach, I developed content templates for product descriptions and ongoing promotional campaigns on Intuit.com. Working with product managers, I edited product descriptions and promotions for clarity, Intuit style, length, and usability.

Products and services included Intuit software (QuickBooks, Quicken, and TurboTax), including online banking and tax preparation features; World Savings financial services (home loans, bank accounts, retirement accounts); and Intuit business services (IntuitAdvisor.com, payroll tools).

For more details

… or to discuss your project, contact us.

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User interface writing and guidelines for intranet applications

December 30, 2003

Client/employer: Intuit

Challenges: Reduce internal support and operations costs, increase employees’ use of benefits programs, and improve productivity and internal communication.

Dutchgirl’s solutions

I wrote user interface copy and designed interaction for a variety of intranet applications, including:

  • An internal news and information site — with interfaces for both readers and authors of articles, and guidelines for authors
  • A stock purchase plan signup tool for employees; see Employee Signup for Stock Purchase Plan
  • A “pay decision tool” for managers

I wrote navigation and other labels, onscreen instructions, error messages, help, and automatically generated emails.

For more details

… or to discuss your project, contact us.

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Employee signup for stock purchase plan

January 5, 2002

Employer: Intuit, Mountain View, California

Challenges: Design an intranet application to replace the paper form used for employee stock purchase plan signup and changes. Putting the functionality online changed the process for the staff processing the changes, as well as for employee users. Because an employee might incur financial risk by using the application, help text had to be carefully worded.

Dutchgirl’s solutions

I wrote user interface copy for several different user scenarios based on business requirements of the company’s stock plan. Here are the deliverables I produced:

  • Application flow: Flowchart for each user scenario: new signup, changes to contribution during or after open enrollment, withdrawal from the plan, and several others.
  • Interface copy and help: Series of screens for login and for each user scenario, including instructions to the engineers for dynamic text. A chart of error messages mapped to issues. Context-sensitive help about ESPP paycheck contributions and the rules of the plan.
  • Emails: Messages automatically generated by the system to send employees confirmation of changes they had made in the application, including instructions to engineers for dynamic text.

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