I care about content and the structure underneath it, enough to have a growing list of screenshots of my phone. I'm currently researching how to maintain the soul of our user experiences, even in the age of AI.
Fields of interest
How can we make digital products feel, sound, and look human?
Feeding AI the right information so it stops randomizing outputs and starts paying in sweat.
What is it about some written paragraphs that makes us feel feelings?
Because I've had just about enough of premium brands showing AI slop in every language but English.
What do you mean "you can just change the microcopy to fit each person's habits"?!
Can we design AI experiences that don't create an unhealthy relationship with tech?
Talks & workshops
A hands-on workshop, which I ran twice, about moving teams from arguing over copy to deciding with data. It covers five testing methods, both quantitative and qualitative, with templates for planning microcopy tests.
Five principles for checking AI-written UX copy, with real product examples, and a way to tell which parts of an experience still need a human.
A full day of content design, for a room of designers and writers.
Why AI keeps giving you generic copy, and how to build reusable context packages so it writes like your team does. FINQ was the case study. The recording is in Hebrew, with English subtitles.
The core term method I developed while working on bit, Israel's most popular payment app, and how to decide when copy can be radically short and when it needs more.
The first time I presented the core term method, to the Israeli UX writing community.
If you're working on something and the words aren't coming together, I'd love to hear about it.
Also happy to talk shop, trade notes, or just compare coffee orders.