International money transfers are a $500 billion business annually, and BBVA wanted a piece of it. The global bank, based in Spain, had developed the technical infrastructure to power many other companies’ successful money transfer services, so why not create an app of its own? Spring Studio was asked to design this experience, which came to be known as Tuyyo, and get it to market quickly.
As the content lead, I collaborated with a talented team of UX designers, visual designers and technologists to create Tuyyo from the ground up. My role included developing the brand voice and tone, writing UX copy, website content and scripts for video tutorials, and managing the editorial process, including the localization of content for U.S. and Mexican audiences.
Research was critical to the development of the brand. After interviewing people who send money to their families abroad, we realized this activity is more than a simple transaction. It's a way that friends and families express their love for one another.
The tagline "Send a LIttle Love" summed up the way people feel about sending money abroad to their friends and loved ones.
These wireframes were created in Sketch, our preferred tool for iterating on a design.
I managed the editorial process with a copy deck using Google Docs. Each sheet is a separate section of the experience. This made is easier to collaborate with our development team in Dallas and a translator in Mexico.
On the home screen, we wanted to greet users with a positive message tied in with the brand promise.
Apps like this require more content than you might think. There are dozens of messages to write, not to mention emails, video scripts and web copy. There is content for interaction flows, user onboarding, notifications, navigation labels, error states, transactional emails, landing pages and more.
These fun characters appear in several video tutorials that we produced for the app.
I wrote the copy for the marketing website.
The End Result: Check out this video walkthrough of the app, which we were very pleased to launch in both Apple’s App Store and on Google Play.