Prediction markets were new to most of our users, who knew FanDuel for sports betting. The content had to do two jobs at once: explain an unfamiliar product clearly enough that people could get straight into using it, and make them want to.
The early designs made that harder. Markets were written in a mix of styles (some as questions, some as statements), with “agree” and “disagree” style actions, so users had to work out what each market was asking before they could decide anything. There was no unified voice or consistent terminology, and US regulations placed tight constraints on what we could say.
With many senior stakeholders involved in a brand-new product, feedback often conflicted and slowed design down. Every terminology decision needed a clear case behind it.
Made Yes or No the answer to every market. The early designs mixed questions and statements with “agree” and “disagree” style actions. I pushed for direct questions wherever a market could be phrased as one, and showed that Yes / No also works for range and threshold markets, like “Above 7800”, without changing the buttons. One consistent answer pattern meant users learned it once and could use it everywhere.
Made and advocated for key terminology decisions. Explaining a brand-new concept so users could understand it and get going quickly was a challenge, especially with so many senior stakeholders involved. I was able to demonstrate [how the clearer terms helped users understand the product, using examples and side-by-side comparisons], so decisions were made on clarity for users rather than preference.
Led content across key journeys: onboarding, navigation and core feature flows, designed directly in Figma alongside design and research. The content had to explain how it works plainly, while giving people a reason to take part.
Built a content framework: an interim voice and naming conventions to standardise language across designs.
Made compliance part of the process. I worked with legal to flag risky terms early, replaced non-compliant language and set up faster review loops.
Untangled feedback. I restructured review sessions to separate design exploration from stakeholder approval, and added context notes in Figma so intent was clear.
Documented standards so future team members could pick up where I left off.
First design iterations delivered on schedule for MVP
Onboarding journey implemented for first time users
Officially launched in December 2025, with a phased rollout across US states
The Yes/No question format became the core mechanic of the product
Tone of voice foundations built upon and maintained for the incoming content designer
Recognised by leadership for strategic clarity and speed of execution
Content strengthened as a design discipline within the product team
This project showed the value of embedding content design early. When language, compliance and UX are worked out together, the product moves faster and builds trust from the start. When it comes to a new product, the most important content decisions often aren’t about wording. They’re about the model people use to understand it. Turning every market into a simple question changed the product from something to decode into something to answer. Advocating for that with senior stakeholders taught me that the best case for a content decision is always the user’s experience, shown clearly.
