Product Owner for a global bank: Implementation of a new approach to write external texts
Our customer is a large financial institution who decided to shift from a traditional waterfall approach to an Agile way of working. As part of this change, employees across the organisation where given the opportunity to write and publish their own content. The bank needed clear rules, training and structure so teams could produce customer-facing communication with consistent tone and quality.
Our services
Coaching
We created accessible guidelines and training programmes in copywriting, coaching hundreds of employees in writing for digital channels.
-2.png)
Product owner
EOLIS provided a Product Owner to lead the team of multilingual copywriters and define its mission and goals.
What was the challenge?
Before the Agile shift, a central copywriting unit handled all content while developers published. Once the bank wanted to involve all employees in content creation, several issues appeared. There was no unified structure or direction for the freelance copy team. Their job shifted from content creation to coaching. The employees engaging in content creation did so without training, what lead to an uneven writing quality across content and languages. Adding to this, there was no clear process for writing UX copy. Overall, the team was lacking structure and guidelines, but also a project manager who could organise the work and introduce tools, workflow rules and quality checks.
What steps were taken?
- A product owner from EOLIS assessed the situation and identified missing guidelines, unclear expectations, and skill gaps.
- The PO created user-friendly rules, guidelines and reference documents covering CMS usage, emails, SMS, tone of voice, translations, UX writing, and chatbot content.
- Led the multilingual copy team (FR, NL, EN and DE), organising workload, tools and working methods.
- Made suggestions to improve processes and the quality of deliverables across departments.
- Designed and delivered copywriting training for employees, including a dedicated programme for chatbot writing.
- Created a database to track training attendance, requests and writing needs, helping to identify where support was needed.
- Coached native French speakers to help them improve online and offline writing.
What are the results
All writing guidelines were created or strengthened, giving the copy team clear structure, practical tools and strong direction to raise both quality and output. Hundreds of employees were coached, with more than 200 completing French-language training sessions that consistently achieved high satisfaction scores. In parallel, a dedicated UX (chatbot) writing course was developed and delivered to the responsible team, while a central database was set up to track engaged writers and training participants, providing clear visibility into who needed additional support and when.
What did we deliver?
Our consultant brought structure, clarity and expertise to customer-facing communication. We introduced clear guidelines and ways of working, while coaching teams to write consistent, high-quality content across channels and languages. This created a sustainable approach fully aligned with the organisation’s Agile transformation.
Project skills used
Hard skills
These are the technical abilities and knowledge that were required to execute the task at hand. In this case, we needed:
Soft skills
Best defined as interpersonal attributes that make communication and collaboration work and run more smoothly:
Relevant expertise at every turn.
Looking for specialist skills or niche talent? We match you with our top talent, so you can build better in-house digital teams.
Let us know how we can help you
Looking for new talent, short or long term? Fill out this form and we'll get in touch with you shortly!
