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UX Writing for LazyCard

LazyCard was a credit offering in the form of a physical and digital card, launched by LazyPay near the end of 2021

📓 Project Brief

Review and rewrite copy for the existing LazyCard app flow

⏳ Duration / Size

4 days / M

👩‍🔧 My Role & Team

As a newly joined UX Writer, my first project in the company was to review copy for the new LazyCard feature

Understanding Users

Back in March 2020 LazyPay had conducted an extensive persona study, where it was discovered that young Indians fell into 3 major persona types

Persona 1: Defender
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Save for future. Defend the present.

Win steadily.

  • Grew up poor or middle-class. Fiercely protective of their progress.

  • Money is hard-earned. Would like to keep it safe.

  • They are focused on happiness from future stable status, rather than immediate happiness
    i.e. Future lifestyle >> Experienced happiness.

Persona 2: Hedonist
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Enjoy the present.

  • Grew up rich or upper middle-class. Comfortable upbringing.

  • Money is about the joys, everyday. Work to enjoy, not other way round.

  • They are focused on happiness of now, rather than sacrificing for some future
    i.e. Experiencing happiness >> Future lifestyle

Persona 3: Attacker
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Earn for future. Risk the present. Big wins.

  • Grew up middle-class. Confident about themselves.

  • Money is the goal. Job, skills, title all are means to end. They are comfortable with risk

  • They don’t want to risk to extent of being poor, but they also know best way to defend their worth is to attack, grow.
    i.e. No risk = no returns

Among the 3 personas, Hedonists and Attackers are more likely to opt for credit cards, and hence are our target group for LazyCard. They are also comfortable with the term 'credit'.

Mapping the user journey


User is introduced to LazyCard through SMS/WhatsApp/marketing banners/ads or through the LazyPay app homescreen

User feels: Curious, Interested

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User feels: Confused, Excited, Interested

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User comes to LazyPay app to explore the benefits of the card - decides whether or not to get LazyCard


User decides to take the card - completes an online KYC

User feels: Impatient, Hopeful

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User feels: Happy, Relieved, Excited


User is eligible for LazyCard - gets credit limit, activates card and starts transacting

Designs and Copy Review

I conducted a information architecture, content strategy and copy review from the perspective of a LazyPay user on the finished designs

1. Entry point on homescreen
2. LazyCard landing screen
Artboard – 1.png
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- Not following sentence case


"Get flat ₹500 cashback on your first transaction" 


- 100% approval is misleading if the flow ends in waitlist

- Zero credit history is not true


Use generic statement like "Everyone can get the credit they deserve"


- Use sentence case for readability

- Remove "cashback" twice and use bullets

  • 5% instant cashback

  • Monthly rewards

  • Jackpots


- "Merchants" sounds too jargony

- Not sure what "VISA merchant" means


Break it into title + subtext:

"99.5% acceptance, all over India

Powered by VISA"

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- Title is not relevant to half the value props

- Value props are not concrete, some are verbs while some are nouns


Replace first two value props with:

"Instant cashback"

"Low interest rates"

Change the order of value props to:

1. Lifetime free card

2. No hidden or annual fees

3. Low interest rates

4. Instant cashback

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- CTA can be shortened

- "Claim" is a slightly harder word to understand


"Get your card"

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3. Onboarding and KYC flow
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Final Copy

Below are the revamped screens after the content audit was completed

Thanks for reading!
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