Who’s reading?
Pick one and the page folds to what matters to you. Skip it to read everything.
Context
The bank needed more marketing copy, and every line had to be approved.
The team wrote copy by hand for every channel, using old, scattered reference docs.
- What I owned
- Product design end to end: research, structure, interactions, the design system and the prototype handed to engineering.
The problem
Fast, on-brand and approval rarely happen together.
Templates were fast but generic. Manual review kept copy on-brand but was slow. A tool that fixed only one of these wouldn’t get used.
The goal
Take a marketer from a brief to
approved, on-brand copy for every channel,
with as little rework as possible.
Approach
Writing the first draft
is the easy part. Editing, approving
and tracking it
is the real work.
Most AI tools stopped at the first draft. I designed for everything after it.
Part 1 · The input
Get the brief right, and the copy comes out right.
01
A form instead of a blank prompt box
A blank prompt box leads to off-brand copy, and marketers shouldn’t have to learn prompting.
Copy comes out on-brand by default, not after corrections.
02
One brief, written for each channel
WhatsApp, email, ads and SMS each have their own rules. The same copy pasted everywhere reads wrong.
Brief once, get copy that fits every channel. No style guide to memorise.
Part 2 · The output
Make the copy easy to edit, approve and track.
03
Edit the copy right where it appears
Marketers always tweak the first draft. A separate editor for every change slows them down.
From first draft to final copy, marketers never leave the screen.
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04
One toolbar that shows only what you need
Every card needed copy, edit, favourite, feedback and delete. Putting them all on each card buried the copy.
Cleaner cards, no extra screens. The decision I’m proudest of.
05
Tell the AI what to fix without rewriting the prompt
“Try again” tells the AI nothing, and marketers shouldn’t have to rewrite prompts.
Faster, more useful revisions. The bank also learns what its team means by “on-brand”.
06
Approval happens inside the tool
In a bank, everything needs sign-off. Approvals over email and spreadsheets would undo all the speed.
This is what made AI usable for a bank at all, without slowing anyone down.
07
Version history you can actually use
After several rounds of changes, good drafts got lost and versions were hard to compare.
Nothing gets lost, so marketers feel free to try more ideas.
The system
A design system built on IDFC’s brand.
Built on Material 3 using IDFC’s red and its tints. Set in Inter, which stays readable in a tool that’s mostly text.
Aa
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&@#?!
Tall x-height, built for screens