Portfolio – Words by Sofi

2023 – NowUX Writing · i-gaming

LeoVegas Group

Words that keep players safe.

At LeoVegas, a lot of the daily work revolves around making small updates and adjustments to existing flows – less creating copy from scratch, and more fine-tuning copy based on each market's needs.

I'm the sole UX Writer at LeoVegas, and part of the Product Design team. Working with around 20 designers makes it hard to be involved in every project end-to-end, so I'm typically deeply involved in a few big initiatives and gather information and write copy for the rest.

LeoVegas is a multinational company with 9 brands across 10 markets – the biggest being LeoVegas and BetMGM. i-Gaming is complex, and regulations differ in every market.

BetMGM Brazil instruction screen rewritten from negative to positive framing — Rewriting BetMGM Brazil instructionsIn this example from BetMGM Brazil, I shifted the focus of the instructions from negative to positive.

LeoVegas style guide and documentation — Documentation shared with the content teamI share style guides, glossaries and other docs with the content team that localises UX copy across all our markets.

Responsible gambling

Keeping customers safe is critical in i-gaming. We monitor gambling habits and, at certain risk levels, show messages or reach out – encouraging players to set time and spending limits.

I was involved in a project to improve our responsible-gambling messages in Sweden together with researchers from Karolinska Institutet – an A/B test that brings their knowledge on gambling addiction into our copy. Writing these messages is always a fine line: friendly and straightforward, while staying within regulation.

Responsible gambling message variant — Responsible-gambling message variantsDifferent copy variants tested as part of the A/B test with Karolinska Institutet.

Small messages and pop-ups

I try to keep messages short, clear and human – no overwhelming users with information they don't need. Welcome messages, cookie consent, error messages, withdrawal confirmations.

LeoVegas in-product message — In-product messagesA selection of small messages, errors and confirmations across the LeoVegas products.

2021 – 2023UX Writing · Payments

Svea

Designing Svea Pay from the ground up.

At Svea, I worked on several projects across several teams, collaborating closely with UX/UI designers. Here are a few examples of what we shipped.

Svea Pay

I was part of the team developing the MVP flows for a new app, Svea Pay, where users can gather and pay all their invoices connected to Svea's payment service. I worked closely with two UX designers – from brainstorming and research through to wireframes, user testing and final design.

Part of the Svea Pay payment flowTwo early screens from the payment flow.

Svea Pay – add payment card — Add your payment cardBefore paying an invoice the user needs to add a payment card. This screen only shows if the user doesn't already have a saved card.

Svea Pay – select payment option — Select payment optionThe user can pay the full invoice or any amount from the lowest possible up to the whole installment plan. Other Svea products called this 'Pay less' – I pushed for clearer phrasing because the user can actually pay less or more.

Svea Pay – confirmation and notifications — Confirmation & notificationsAfter confirming the payment the user gets a confirmation, plus the first-time onboarding screen for opt-in notifications.

Ur&Penn cashier (MVP)

We had the chance to create a self-service cashier for the Swedish store Ur&Penn – working closely with a UX designer and several developers. Today it lives in many Ur&Penn stores across Sweden. We iterated heavily based on knowledge from store staff and looked at other self-service cashiers to find common ground – these are screens where users need to recognise expected behaviour fast.

Ur&Penn cashier MVP – enter PIN — MVP vs. live in storeTop row: our MVP. Bottom row: what's live in Ur&Penn stores today.

Svea Inkasso

During spring 2021 I worked on renewing the statistics and reports pages at Svea debt collection – the customer's account where they see data on their cases and clients (debtors). The old screens were messy charts that made it hard to find anything. We mapped everything out, interviewed customers, and built an overview of the most-used statistics plus filterable charts customers can shape themselves.

Svea Inkasso statistics view — Statistics overview and filtered viewsThe new overview surfaces commonly used numbers – and customers can filter the underlying data themselves.

2021 – 2022UX Writing · Pensions

Advinans (now Nordea)

Making pensions make sense.

I worked with Advinans from autumn 2021 to summer 2022 as a side project. Today, Advinans is part of the Swedish bank Nordea. The company handles people's pensions and other personal savings, placing money in different funds and stocks.

Writing about pensions in a way that's easy to understand is tricky – it required a lot of research and regular sessions with product owners to make sure I understood all the ins and outs. I helped with UX writing across the flows and rewrote longer texts on offers and policies for better structure and clarity.

I worked in Figma. All UX writing was done in Swedish, and I translated the screens to English too.

Advinans hero banners — Hero bannersExamples of hero banners used across the site to attract new customers. Each one highlights a different advantage of Advinans.

Advinans onboarding flow — OnboardingPart of the onboarding flow for new customers, who answer a few questions about their finances, goals, time horizon and risk appetite before their savings account is set up.

Advinans confirmation screen — ConfirmationAfter the onboarding questions, the customer reaches the confirmation screen with information that their savings account is being created.

2018 – 2020Content & Copy · Travel

SAS

From destination pages to Eurobonus.

At SAS I worked as a digital copywriter and content specialist. With user data as a starting point I structured information and wrote copy for all of SAS' information pages, plus the destination pages.

During my last few months I moved into UX writing, inheriting a Eurobonus project from an experienced UX writer. We shipped one product and had more redesigns lined up – but the pandemic hit, and I moved over to a Covid communications team instead.

SAS information page — Information pagesInformation about what happens before and during the customer's flight. The page 'Traveling with children' is part of this set.

SAS destination page – Greece — Destination pagesLonger texts about things to do and see at SAS' different destinations – I researched destinations and keywords, and made sure the texts were SEO compliant.

SAS Claim missing points UX writing — UX writing – Claim missing points'Claim missing points' was the first of the Eurobonus products to be redesigned. I took over the UX writing a few months in. It helps Eurobonus members claim points that are missing from their account – critical to get right, because customer service was getting a lot of calls from members who couldn't do it on their own.

SAS Eurobonus information pages — Eurobonus information pagesIn parallel with the UX writing, I worked with the content team to restructure and rewrite all the information across Eurobonus' pages. These pages were built in a CMS, so there was no designer involved.

AlwaysHow I work

Process & tools

The UX writing process – how I work.

The UX writing process can differ depending on the project and the company's way of working, but it usually looks something like this:

Define and understand the task. Gather user data. Map the information I need to give the user. Research – conversation mining, word research, competitor analysis. Write and doodle in the mockups as early as possible, then refine. User test. Iterate. Deliver. Document everything, from doodles to the final copy and terminology decisions.

In some companies, UX researchers gather the data, and in some, the UX designers do most of the defining. I prefer to be involved in all the steps – but regardless of the company process, I do the research I need to do my job. I'm never happier than when I get involved at the start of a project and can co-design with the UX designers. I mainly work in Figma.

Process notebook page — From the notebookA few pages from my working notebook – where doodles, questions and copy decisions live.

AlwaysStyle guides & glossaries

Documentation

Style guides, glossaries and other documentation.

To keep track of my work and the decisions I make, I document. Some of it lives in Jira tickets so others can follow my thought process, and some lives in my personal notebook – doodles, thoughts, questions, and eventually the final copy.

To help myself and everyone else who writes at the company, I also create style guides, guidelines and glossaries. At Svea the UX writing team maintained these together; at LeoVegas I'm the sole UX writer, so I own them. I've built style guides in English and Swedish, glossaries for English and Swedish, lists of words we capitalise, replacement lists for more human words, guides on UX writing, guides for accessible UX copy, and guidelines on how to structure Terms & Conditions so they're scannable.

These are shared with all the designers, the content team that localises the copy, and everyone else who writes at LeoVegas.

Style guide pagesA few example pages from the style guides and glossaries.