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About Me


Hi, again.

Nice to meet you. I'm a UX writer, content designer, editor and manager.

As a UX writer, I'm passionate about giving every user the best possible experience. I love to write, but my favorite moments in the job are those creative conflicts that turn into innovative UX solutions.

I take a teaching-first approach to editing and managing, viewing every interaction as an opportunity for us to learn from each other and grow.

I love the world of user experience and I love the discipline of UX writing. UX writing was something I stumbled into, while looking for a new career after moving to a foreign country.


It was the best stumble I could have asked for.

Speaking Engagements


Winging It: From UX Writer
to Manager

CrowdStrike TLV Meetup (Virtual) | November 16, 2021

Overnight, I went from being an individual contributor to a team lead. It was a big transition, and one that I am now watching lots of my colleagues go through. So in this talk, I shared the insights I gained when going from being a UX writer to a UXW manager.

Attendance: 70 people

Profile photos of all 18 speakers at the UX Salon Words conference

When Life Gives You Lemons,
Write Better Error Messages

UX Salon WORDS Conference (Virtual) | March 8, 2022

Good error handling is critical for the user experience... but so often we miss the mark on it. This was the story of how 1 bad error message sparked Errorgate, or that time Wix decided to tackle thousands of error messages... in just 4 weeks. I talked about how we made it work and what we learned along the way about good error handling and good messaging.

(This was a ticketed event, so a recording is not available.)

Attendance: 300 people

The Wix Way of Writing

The Product Lifecycle Meetup Series | Wix UX Writers | December 6, 2022

Wix has one of the largest UX writing teams in Israel, so we've learned a thing or two about writing good UX text. In this talk, I talked about the Wix way of writing. Starting with the foundation that lets us work in the way we do, I then talked about a few of the writing principles that we follow. Then I discussed how we keep our voice consistent across 65+ writers and a gazillion (actual number) products.

Attendance: 150 people

Published Posts

Published Posts

When Life Gives You Lemons, Write Better Error Messages


Wix UX
Published Sept 12, 2022

Ranked #2 in top 50 UX content resources of 2022

(by UX Content Collective)

🍋 224,000+ views (as of August 2023)

🍋 5,900 claps (as of August 2023)

🍋 Featured in weekly newsletters:

🍋 Trended at #1 on Hacker News

🍋 Translated into several languages

🍋 Used in UXW curriculum and training courses

🍋 Shared by industry pros & liked by thousands

ux writing review.png


How to Run a UX Writing Review with Non-Writers

May 2023

If UX writers want to be invited to product kickoffs and design reviews, then it's only fair they do UX content reviews as well.


Wix Words Matter Blog

Why Living in a Foreign Country Makes Me Love Words Even More

January 2019

I live in a country where I don't speak the language. It's only increased my love for words and all things writing - in any language.

Red Typewriter

UX Writing Hub

More than Words:
UX Writing Soft Skills


January 2023

Some of the most important skills for UX writers have nothing to do writing, and everything to do with your soft skills.

Pencil Bunch

Wix Words Matter Blog

When You Don't Feel Like the Strongest Writer in the Room

Oct 2018

Imposter syndrome. It's real, it's crippling, and it strikes everyone at some point in time. Check out a few tips for dealing with it.


UX Content Collective

How We Moved from Content Docs to Abstract

August 2020

Content is design and design is content. So my team moved from content docs to writing directly in design. Here's what we learned. 

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