Sixty60
Getting stuff tomorrow is so yesterday
UX Writing | Content Design | Copy Standardisation
ABOUT THIS PROJECT
Checkers Sixty60 is South Africa’s leading on-demand grocery platform, designed to deliver essentials to customers nationwide in under 60 minutes. My role focused on shaping the UX copy that defined the user journey from initial launch to high-level loyalty integration. This included but was not limited to:
Standardising UX Copy: Establishing clear content standards for the Shoprite Money Market and Checkers Sixty60 platforms to ensure a consistent user experience.
Defining Voice and Tone: Crafting a distinct and relatable voice and tone, ensuring UX copy resonates with Checkers customers while staying aligned with stakeholder goals.
Integrating Complex Features: Ensure that copy helps to integrate various products and services into the Sixty60 ecosystem, turning complex requirements into intuitive journeys.
THE BRIEF
The primary challenge was to transform a high-speed utility app into a shopping companion that more intuitive than transactional. We needed to bridge the gap between complex logistical systems, like real-time tracking and inventory management, and a user interface that speaks to customers in a human way. The goal was to ensure that every interaction reduced user friction while building long-term brand loyalty.
- User-Led Research and Testing: Interviewed users and tested copy variations to ensure the messaging was clear, reduced friction, and felt intuitive to a diverse audience.
- Establishing Voice and Style: Defined a warmer, more personal tone for the app, intentionally moving away from “machine-speak” and formal jargon to create a more supportive shopping experience.
- Improving Conversational Flow: Refined the microcopy to mirror natural speech, replacing rigid commands like “Select” or “Apply” with more relatable invitations like “Choose” or “Use my discount”.
- Empathetic Problem Solving: Improved error handling by replacing technical, alarming phrases with softer, human-centred language that guides the user through the issue.
- Seamless Feature Integration: Worked across teams to weave loyalty features and new products into the Sixty60 ecosystem, ensuring they felt like a cohesive part of the user journey.
USER COPY
SETTING EXPECTATIONS
My onboarding strategy focused on building immediate user confidence by prioritizing benefit-driven clarity over rote instructions, ensuring the app’s value proposition of speed and reliability was felt instantly. To achieve this, I crafted an authoritative yet conversational voice that bridged the gap between a high-tech delivery system and a friendly neighborhood service.
GETTING USERS ORIENTED
The goal was to transform a complex marketplace into a navigation experience that feels personal and efficient. By integrating high-quality visuals with minimalist copy, we created a digital aisle that feels as organised and accessible as a physical store.
BALANCING COPY & UI
Information-heavy sections required us to balance the UI with concise copy to prevent cognitive overload. By using a clean information hierarchy and pointing out only the most pertinent details, we ensured that the user’s primary goals remain front and centre.
XTRA SAVINGS INTEGRATION
For the Xtra Savings integration, I adjusted the voice and tone to adopt a slightly more marketing-oriented style while remaining firmly rooted in helpful, clear UX principles. By leaning into this more expressive “promotional” voice, we were able to highlight value without losing the functional clarity that users need when navigating the app.
KEEPING IT SIMPLE
For screens requiring direct user action, I used minimal copy to drive progress. By leaning on strong information architecture, I brought the most critical instructions to the fore, ensuring users never feel lost in the process. We used clear headlines to anchor the page, while keeping secondary instructions brief.
OTHER PROJECTS
In addition to my work on the Sixty60 app and Xtra Savings, I served as the chief writer for the Shoprite Money Market app, as well as the web-based versions of both the Shoprite and Checkers platforms. My responsibilities extended beyond the UI of the apps themselves to include the end-to-end user experience across all digital communication channels. This involved crafting copy for SMS, WhatsApp, and email, ensuring a cohesive voice and tone that guided customers through every touchpoint of their journey with these brands.