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Portfolio

Here you can find a few examples of the work I've done in recent years.

Because I was in a management position for many years, it's not your traditional portfolio. There are some examples of projects I wrote for, but also examples of initiatives I led that had an impact on 60+ writers.

Creating content pattern guidelines

Leading an effort with 60 writers to create 40 different content pattern guidelines, with the goal of saving time and increasing quality.

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Site creation AI chat funnel
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Bringing the first AI chat experience at Wix to life for users at the top of the site creation flow.

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AI Site Generator rewrites
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Improving the text in an AI site builder to sound more conversational and engaging.

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A UX writer's guide to growth
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Giving a workshop on growth and the different categories of growth available to UX writers. Part of a week-long enrichment program.

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Content A/B tests
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Allowing our writers to do content A/B tests through our CMS by getting the tool working, doing outreach and putting together resources.

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Error messages Medium article
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Providing the UXW community with a case study in how we handled error messages at Wix, in the form of an article that went viral and now has 250,000+ views.

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Other work samples

These are other examples of posts I've had published and talks I've given.

Published posts

How to Run a UX Writing Review with Non-Writers

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LogRocket | 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.

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How We Moved from Content Docs to Abstract

UX Content Collective | Aug. 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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When You Don't Feel Like the Strongest Writer in the Room

Wix Words Matter Blog | 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.

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More than Words:
UX Writing Soft Skills

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UX Writing Hub | Jan. 2023

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

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

Wix Words Matter Blog | Jan. 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.

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Speaking engagements

The Wix Way of Writing

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Wix Product Lifecycle Meetup Series Dec. 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.

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Attendance: 150 people

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Winging It: From UX Writer to Manager

CrowdStrike TLV Meetup (Virtual)

Nov. 16, 2021

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

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Attendance: 70 ppl.

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