Content Design

UX writing and systems thinking have always been embedded in my work. I shape in-product language that’s responsive to context, grounded in user needs, and designed to scale.

Across immersive, high-tech, and multimodal experiences, my priority is to help users feel in control, oriented, and welcome.

Beauty Bestie

From “cringe” to clarity

  • We were deep into building an innovative, first-to-market AR makeup product with a leading brand. The brand had a distinct voice in social, and wanted to extend that voice to our work in AR.

  • Drive trust in recommendations and a sense of personal connection with the product.

  • The brand’s social voice was slang-infused, informal, and tied to real-time trends. It was not durable or scalable in the context of an always-on AR product. UXR confirmed this TOV felt “cringe” to Snapchat users, which wasn’t helping us build trust.

Adapting Tone of Voice

The look reveal screen was a key beat, and UXR told me the frame felt cluttered. To make this payoff moment pop, I kept copy minimal but added supportive, playful context in stickers. 

I sequenced additional messaging to appear a beat later (e.g.“So cute, [name]”). Clear buttons invited actions to support personalization and drive purchase.

→ Tone Modulation

→ Action Clarity

→ Visual Focus

Solution 1

Adapting Tone of Voice

Users waiting an average of 3 seconds for their custom look to generate—a moment of anticipation. I wrote copy to signal that the system was working, and reassure users that a payoff was coming. Because this was a moment of downtime requiring no action, I allowed for some nonstandard language. (This experience ran only in English.)

→ Reinforcing Progress

→ Lowering Cognitive Load

Solution 2

Bricktacular

Teaching XR Gameplay

  • LEGO’s “Bricktacular” was one of the first apps to launch on Spectacles, Snap’s AR glasses. A version of the same game launched on Snapchat mobile across multiple markets.

  • Drive repeat player sessions.

  • First-time players needed to learn new behaviors (gesture and voice) to get started. This was intimidating, and hurting retention.

Learning the Ropes

For wearables users, I wrote a simple onboarding hint to get new players started. From there, supportive reminders progressed the message during gameplay.

→ Clarity & Focus

→ Sequenced Guidance

Solution 1

Prolonging Sessions

On mobile, once gameplay began, I focused on 3 key statuses to display (Challenge Name, Bricks Used, Time Elapsed)—orienting players without distracting from building. These stayed lightweight and non-interruptive, and were easy to localize.

On completion, after a visual payoff moment, I prioritized 2 followup options, optimized to keep players building.

→ Focused Play

→ Sequenced Guidance

Solution 2

Victory Mode

Skywriting in Paris

  • During the Paris Olympics, Snapchat and Nike launched an AR competition for fans and locals. Users accessed games and point-earning opportunities through icons pinned spatially in the sky.

  • Stoke competition among players, on an even playing field.

  • Beyond the challenge of introducing players to a novel game environment, I also needed (per Nike) to motivate competitive mindsets, and optimize strings for French translation.

Orienting Users

Players scanned the sky visually to discover a spatial “menu” of options—an exploring moment.

Here, I ensured that all strings prioritized, and intentionally repeated, the core goal of earning points and climbing the leaderboard.

→ Value & Motivation

→ Consistency

Solution 1

Motivating Play

During gameplay, the priority was high energy and focus. After gameplay, the priority was providing a rewarding payoff.

I heightened intensity with motivating messages at the beginning and end of game sessions. Afterward, I reiterated players’ scores with a clear CTA to involve their friends.

→ Setting the Tone

→ Raising the Stakes

Solution 2

LiveNation

Using the Snap camera to find your festies

  • Many festival-goers use Snapchat as their primary camera. LiveNation and Snap built AR wayfinding utilities into the mobile camera for users inside festival geofences.

  • Minimize time spent finding friends, maximize time together.

  • Most festival-goers didn’t open their Snap cameras with navigational intent, creating misaligned expectations.

Orienting Users

I used an on-open introduction card to reframe the context from camera capture to navigation—naming the value, setting expectations, and requiring explicit acknowledgment to advance.

→ Expectation Setting

→ Intent Alignment

Solution 1

Focus on Navigating

I reduced copy to only the most critical information—distance, friend name, recency—to keep attention on the wayfinding arrow and a clear fiend of view.

Information hierarchy emphasized proximity first, identity seconds, and the time stamp last.

→ Low Cognitive Load

→ Reinforcing Progress

Solution 2