Makes the user feel in control of their money and signals financial benefit. But lacks specificity and a concrete outcome.

Proposal: "Make the most of your ISA allowance"

The revised headline improves product clarity by referencing the ISA allowance directly.

Sets the context and explains "why now". This is a good behavioural timing cue tied to tax year deadline. However, the copy can be improved with fewer words tied directly to the benefits.

Proposal: "Save or invest up to £20,000 before the new tax year begins."

The revised subheading adds a concrete action and deadline to strengthen motivation.

Offers learning before choosing and reduces pressure for users unfamiliar with ISA types. Could be stronger with a benefit-led action.

Proposal: "Find the right ISA for you"

Builds memorability and brand personality, but risks undermining trust for serious financial decisions. Brand voice is chosen over words that could offer more decision support.

Proposal: "Give your savings an edge"

The proposed text replaces playful brand copy with benefit-led language. The space here shouldn't contain primary product messaging but can still reinforce the idea of making a smarter financial decision.

Lloyds embeds the tax deadline in a familiar mobile notification instead of explaining it in text, reducing cognitive effort. But its low prominence means it can be missed, competing with louder copy like "ISA ISA Baby".

Barclays presents financial services as a catalogue rather than around user needs or goals. A potential change could be reframing categories around user intentions.

Proposal: Mortgages → "Buy a home" / Insurance → "Protect what matters" / Investments → "Grow your money" / Subscriptions → "Manage your bills"

A clear motivation driver that creates urgency. More of a psychological trigger than Lloyds' campaign-style "ISA ISA Baby" but is also a generic phrase.

Proposal: "Make the most of your ISA allowance"

This connects urgency to product. For a more campaign tone, but still credible: "Make this tax year count"

This copy jumps straight to allowance limits and tax rules, without explaining to users what an ISA is or why it matters to them specifically. While its aim is to provide information-first urgency, there's too much explanation while users are still deciding if they even want an ISA.

Proposal:
Headline: "Save or invest with tax advantages"
Support copy: "Use this year's ISA allowance before it resets on 5 April. Save or invest up to £20,000."

The new suggested copy explains to users why ISA matters and motivates them to act with urgency.

Legal copy placement adds friction prematurely – the users haven't even decided on an ISA yet.

Proposal: Move legal copy below CTAs and reduce prominence. Change to: "Terms and ISA rules apply. Investments can fall as well as rise in value."

Forces the users to choose a financial product before helping them understand what the difference is between Cash and Investment ISAs, and which one fits their needs. Users who are unsure are left without guidance.

Proposal: Replace "Cash ISA" / "Investment ISA" with: "Find the right ISA for you"

Add supporting text: "Compare cash and investment ISAs to see which fits your goals."

"Tasks" is one of the weakest labels. It sounds operational and administrative, as though the user is managing workflow items rather than navigating healthcare. Crucially, it creates uncertainty and carries emotional weight for stressed patients.

Users might wonder:

• Are these medical actions?
• Do I have forms to complete?
• Have I missed something?
• Does the clinic need something from me?

Patients are already in a heightened state and the labels should reduce mental load, not add unanswered questions.

Proposal: "Next steps"

"Next steps" feels more supportive and suggests progression. It frames the section as guidance through their care journey rather than a to-do list.

"Treatment" is too broad. It lacks clarity because it doesn't tell users what they will actually find when they click into that section. Users are forced to interpret the meaning themselves, because "Treatment" could refer to medication, appointments, test results, care notes, instructions, history and more.

For users who arrive worried about a specific aspect of their care, an ambiguous label means more clicking and more uncertainty to arrive at the information they need.

Proposal: "Treatment plan"

Simply adding the word "plan" creates a more positive emotional effect because it implies thought, organisation and direction forward, which are qualities patients want to feel about their own care.

"Account balance" reads as banking or accounting language, not healthcare. It describes a status rather than an action, which feels misaligned with what patients actually do in this section — pay for their treatment, review charges, settle care fees.

Proposal: "Payments"

"Payments" is a more familiar and action-oriented term. Users are more likely to think "I need to make a payment" rather than "I need to check my account balance".

This line introduces too many concepts in one sentence. It also reads like an internal description of the system rather than something written for a patient arriving at the dashboard.

Proposal: "View appointments, message your care team and access your treatment information."

This version is clearer, shorter and more patient-focused than the original. Instead of describing internal processes, it tells users exactly what they can do inside the portal using familiar, action-oriented language.

"Consultation" suggests a one-off meeting, but the section actually contains everything tied to the patient's ongoing care: their assessment, plan and follow-ups. The label undersells what's there and could easily be mistaken for a link to book or join an appointment.

Proposal: "Your care plan"

This feels more patient-centred and aligns more closely with how patients think about their treatment journey.

The current label doesn't invite action, so patients need to click in to find out whether the assessment is completed or pending. This adds an unnecessary moment of uncertainty.

Proposal: "Complete your assessment" or "View your assessment"

If the assessment has not been completed, "Complete your assessment" is a clearer call to action. If it has been completed, "View your assessment" reassures the user that this step is done and reduces anxiety around wondering whether something is still pending.

This confirmation message is vague, impersonal and does not properly reassure the user about what happens next. "As soon as possible" gives no meaningful expectation and can increase uncertainty. Users need a response timeframe and confirmation of next steps.

Proposal: "Your message has been sent to your care team. We'll reply in the portal within two business days."

This message is clearer and more human. Adding a response timeframe helps manage user expectations.

The "Accept" button is misleading. Is the user accepting terms, confirmation or responsibility?

Proposal: "Back to messages"

This improves clarity because the label now reflects the user's actual next action.