2. akhil pillai
E d u c a t i o n
A b o u t
content
P r o f e s s i o n a l E x p e r i e n c e
Created and implemented content for multiple consumer-
facing channels
Played a key role in the launch of new features, including
Chatbot, Scheduled reminders, FX alerts, and Promo codes.
Led content design and strategy for a wellness app by Dr.
Reddy’s Laboratories.
Led web content, communication, and design initiatives for
Finserv's Home Loan and Loan Against Property
Implemented accessibility enhancements and resolved
usability issues, ensuring a seamless user experience
Used analytics to track content performance and guide
improvements.
Produced content for OEM websites, driving organic
visibility and user engagement
Boosted user engagement through strategic content
design.
Collaborated with the design team to build the
NetGen website that focussed on an enhanced user
experience.
Master of Computer Application (MCA)
BMCC, Pune
K e y S k i l l s
I n d u s t r i e s E x p e r i e n c e
Content Design
Conversation Design
Content Strategy
Content Marketin
User Researc
User Testin
Information architectur
Data Analysi
SEO
Information & technology
Fintec
Healthcare
EPAM Systems Inc Pune, India
akhil_pillai@epam.com
Designer
Coder-turned-Content Designer, skilled in creating accessible
multi-channel content. With over 8 years of expertise in
crafting user-centric narratives.
I have a proven track record of enhancing digital experiences
through intuitive and engaging content. Dedicated to
continuous learning, I stay ahead of industry trends and apply
best practices in content design and UX writing to drive
innovation and enhance user engagement.
My diverse skill set encompasses content design, content
strategy, user research, conversation design, and content
marketing.
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/
P
ortfolio
Start
7. Is Western Union the
best option?
Is this the best time to
transfer money w.r.t
FX rates?
Does Western Union
transfer money
online?
Is it safe to transfer
money with Western
Union?
Does Western Union
send money to
{Country}?
Will it be easy to send
money via the
Western Union
website?
Why should I create a
profile now?
Will it be easy to send
money via Western
Union?
When will my money
be delivered?
Will it be better priced
than other websites?
How fast will the
money arrive in my
receiver’s bank?
Can I cancel my
transfer later?
When will my reward
points expire?
Can I send money to
an agent location?
What is the minimum
amount I can send?
Do I have to go to an
agent location to send
money?
Can I transfer money
using my Crediit Card?
Can I set up a
recurring money
transfer?
RESEARCH
s o c i a l pr o o f i n g
user fears
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8. Jeff Jones
Age 42 • College Professor
Goals & Needs
About
• To send money to his daughter every month.
• To find a quick, affordable and secure money transfer option.
• To find answers to all his queries/fears.
Jeff lives with his wife in Texas, while his daughter, Liz, recently moved to Toronto for her further
education. Jeff needs to send money to Liz every month and plans to set up a recurring money
transfer.
Brands
Pain Points/Frustration
• It takes a lot of time to send money.
• Money transfer is expensive.
• Limited international transfer options.
• Going through the same activity every month.
• Long verification processes
Not sure which brand is better.
I just want a quick and safe
money transfer option.
“
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Akhil
Pillai/Portfolio
9. 09
Akhil
Pillai/Portfolio
social proofing
FINAL COPY
08
social proofing
Placeholder 1 - Test B
Placeholder 1 - Test A
Placeholder 1 - Test A
Placeholder 1 - Test A
Placeholder 1 - Test B
Placeholder 2 - Test A
Placeholder 2 - Test B
Placeholder 3 - Test A
Placeholder 3 - Test B
Placeholder 1 - Test A
Cancel within 30 minutes, no charges
SMO
When user selects
receiver’s country
On page load
On page load
When user selects
funds in
Does WU transfer money online? Last year, our customers made 268
million transfers.
It takes less than 6 minutes for 80%
users to complete a transfer.
Send money to over 550,000 agent
locations.
We send over 350,000 online money
transfers to India every month.
Over 1500 transactions every hour
85% of the bank transfers with Western
Union are completed on the same day
On average, 18,000 people create a
profile on Western Union every day.
Great deal! Best FX rate in the last 30
days
Best price option chosen
Will it be easy to send money via
WU website?
Can I payout in cash via WU
website?
Is it safe to transfer money with
WU?
Does WU transfer money online to
{country}?
How soon will the money arrive in
the receiver’s bank?
Why should I create a profile now?
Is this the best option?
Can I cancel my transfer later?
Is this the right time to send
money w.r.t FX rates?
HOMEPAGE
REGISTRATION
PAGE TRIGGER USER FEAR VARIANT COPY
11. The below results were observed over a 3-month period.
Implementing social proofing led to notable positive outcomes for our platform. Not only did we
witness a marked increase in registrations and transactions, but users also spent more time
engaging with our content. Beyond these quantitative improvements, there was a tangible
enhancement in brand recall, trust, and credibility among our audience. This project underscored
the pivotal role social proofing plays in optimizing user experience and trust.
Addressing customer concerns in our content alleviates fears, building trust and credibility
Displaying statistics reinforces the popularity and acceptance of the product or service
Concise, compelling content improves readability and boosts user engagement.
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S o c i a l p r o o f i n g
I M P A C T
O u t c o m e
Used Google Analytics to analyze user behavior changes before and after content updates
Conducted A/B testing to compare the performance of old vs. new copy in real-time scenarios
Analyzed user session duration in Google Analytics to quantify the 11% increase in time on page.
E v a l u a t i o n
K e y T a k e a w a y s
3% increase in the number of registrations.
4% increase in the number of transactions.
11% increase in time on page.
Conclusion
16. INTERVIEW PROCESS
For my user research on IBS, I focused on comprehending user behavior and validating my initial hypotheses by engaging users in discussions about their
daily routines and experiences managing IBS, particularly emphasizing how it affects their lifestyle choices, work, diet, and social interactions.
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Akhil
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BLOOM
I interviewed,
Key questions
USER RESEARCH
Define Interview
Goal
Prepare
Interview Script
Recruit
Participants
Conduct
Interviews
Document
Responses
Analyze and
Gather Data
1
2
3
4
5
6
25 people 25-45 age group IBS Patients
Both Genders
Healthcare Professionals Duration of Diagnosis Technology
Can you describe how you were first diagnosed with IBS
How has IBS affected your daily life, both personally and professionally
What are your most common symptoms and how do you manage them
What treatments or management strategies have you tried for your IBS
Have you faced any challenges in accessing or adhering to treatment
How has IBS influenced your diet and eating habits
How do lifestyle factors like stress, exercise, and sleep affect your IBS
What features do you find most useful or lacking in health apps you currently use
What are the most common challenges you encounter in diagnosing and managing IBS?
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Akhil
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Portfolio
BLOOM
Takeaways
Essence of Personalization: Personalized experiences are crucial for user satisfaction
Holistic Management: Integration of physical, dietary, and mental health is key
Gap in Existing Tools: Existing solutions fall short in comprehensive IBS management
Mental Health Importance: Equal focus on mental and physical health is vital
Enhanced Professional Collaboration: Stronger ties with healthcare professionals can improve outcomes
Community Engagement Value: Building a supportive user community is beneficial for engagement.
User Research Analysis
initial hypothesis
Ease of Use Priority: Users with IBS favor easy-to-use health apps
Gap in Comprehensive Management: Existing apps lack in full-scope IBS management
Lifestyle Modifications Common: IBS significantly impacts diet and social activities
Stress-Symptom Connection: Stress is closely tied to IBS flare-ups
Continuous Support Needed: Inadequate ongoing support from healthcare professionals
Mental Health Overlooked: Existing apps undervalue mental health aspects
Demand for Personalization: Strong preference for personalized app experiences
Comprehensive Tools Desired: Need for apps combining symptom tracking with actionable advice.
