Weyay Bank
Client
Industry
Finance
Services
Tone of voice UX
www.weyaybank.com
Weyay is an exciting new youth-oriented banking brand from the National Bank of Kuwait. To get it off the ground, our UX and TOV experts partnered with the agency R/GA London. Our challenge was writing youthfully for Kuwait’s first digital bank. Also, making loans and prepaid cards exciting and understandable to people aged 15 and up.
Luckily, Craft Words has experience in the financial services sector, working for brands like Allianz and Gain Capital. We also have a good track record of appealing to younger audiences via brands like Nike and Jabra. That’s why Weyay’s lead agency, R/GA recommended Craft as their partner for this project.
Our writers easily slotted into a large, cross-functional team working in sprints to design the Weyay app experience from a UX, visual and tonal perspective. Our job was to keep everything on brand and get under the skin of the customer journey, so that the messaging revolved around their needs and interests.
We wrote snappy copy that subverted expectations of stuffy banking speak.
“Out with paperwork. In with digital. Open an account instantly from your mobile phone, with a quick selfie and your Kuwait Mobile ID or Civil ID.”
Applying for loans and prepaid cards can be confusing, even more so if you’re exploring financial independence for the first time. This is why it was critical we avoided jargon where possible and explained complex financial terms in a clear, accessible way. No ambiguity, just straightforward and friendly user journeys.
Clarity was also a crucial factor in localisation. While we wrote the copy in US English, it was translated into Arabic for final release. Therefore, our writers used straightforward language, to avoid idioms being lost in translation. So the challenge was to produce crisp, straightforward, and likeable copy.
The result was a very happy client and a complex job delivered in a short amount of time. Because our team got through a lot of screens, making sure the tone of voice was seamlessly applied to each and we stayed on time, on track, and on budget. And rather than simply write up all the screens we were sent, we used our UX expertise to suggest changes that made the user journey simpler and more engaging.
We’re pleased to say that Weyay received the “Most Innovative App for Young People” Award at Global Finance’s Innovators 2024. A testament to talented product, design, and copy teams coming together fluidly to do their absolute best for a fantastic product.
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Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. Anita Stubenrauch Senior Content Manager, Apple
Anita Stubenrauch
Senior Content Manager, Apple
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Head of Design ∙ Experience Strategist, Zalando
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Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
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Author of Apple's Credo
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David Clarke
Executive Creative Director, Huge
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