This project was deceptively high-impact. TIAA’s financial consultants are a critical part of the user journey, but no-shows and late arrivals were creating friction and driving up costs. I led UX writing for the end-to-end Meeting Scheduler flow—including web UI, SMS, push notifications, and email confirmations—with the goal of making every step crystal clear and stress-free.
Customer interviews revealed that users often misunderstood the purpose of meetings or felt unsure of what they needed to prepare. That insight drove my strategy: we had to demystify the scheduling process and reinforce the value of showing up.
I collaborated with designers to streamline the flow and surface key information earlier in the journey. I also worked closely with products to define triggers for communications and with compliance to balance encouragement and legal safety.
We saw a significant drop in no-shows after launch and increased user satisfaction scores tied to meeting-related touchpoints. It turns out that when you remove ambiguity and speak like a person, people are more likely to engage like one.