Mujer Financiera - Voice, Tone & In-Product Messaging

For Mujer Financiera, I created the brand's voice and tone guide from scratch and designed in-app and lifecycle messaging.

• Created the voice and tone guide based on interviews with real users.
• Designed in-app messages (built with Firebase) and content for landing pages, email, push notifications, and app messages.

• User interviews used to ground the voice and tone guide in how real users actually talk about money.
• In-app messaging built and shipped through Firebase, covering onboarding and lifecycle moments.
• Consistent messaging maintained across email, push notifications, and in-app surfaces.

• Gave Mujer Financiera a documented voice and tone guide the team could apply consistently going forward.
• Delivered lifecycle messaging (email, push, in-app) that matched the brand's voice from day one.