Content design and UX writing

Content design

Digital Inclusion Toolkit

I have been working with the Digital Inclusion Toolkit since 2021, as lead content designer. I have redesigned the IA and reviewed all existing articles for house style, readability and accessibility. I am writing new articles on all aspects of digital inclusion, based on user research and stakeholder interviews.

Virgin Holidays

From 2019 to 2020 I worked as a content designer at Virgin Holidays. Working across multiple sprint teams, I collaborated with product designers to create content led designs, using Figma.

The main project I delivered was designing new user focused destination content for the Caribbean. After initial poor usability testing results, the redesigned content tested extremely well, with lots of great feedback on the tone and detail of the new content.

Destination content for Havana and Varadero, Cuba

I also helped to deliver a range of content strategy recommendations, including an IA restructure and mentoring existing content teams.


From 2017 to 2019 I worked as a content designer in the RSA Digital team for 20 months. I worked on a home insurance transformation project, designing new and innovative content experiences for the personal insurance market.

Brighton & Hove City Council

At Brighton & Hove City Council, I led the content design work on a new beta site for the residents of the city. I brought in new UX methods, such as prototyping and usability testing, making sure all new content was customer focused and digital first.

UX writing

Whilst working at RSA, I collaborated with a team of UX and UI designers, using tools such as InVision and Axure, to create content led designs based on user stories. I also worked with product owners, stakeholders and scrum masters.

Working with UX designers, I created content for a transactional journey that included:

  • help text,
  • error messages,
  • field labels, and
  • form validation.

The examples below show the before and after versions of some legal terms and conditions, which I rewrote with a colleague. We used plain English and content design principles to make it easier to read and understand.

Content strategy

I have also written various content strategies.

This includes:

  • researching what customers are currently doing,
  • analysing site data,
  • researching competitors,
  • writing reports for managers,
  • writing a tone of voice and style guide,
  • producing a content calendar,
  • recommending best practices, involving what content types to use, and
  • writing a governance document.

At OCS I wrote a content strategy for their UK site, detailing the types of content to use, how to attract leads and how to engage with users once they were on the site.

Back to my digital experience