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Invisible BUT intentional writing.
UX copy strategy and content design for an e-commerce brand. Work covers a wide spectrum of voice in a user's journey for the UK and EU markets.
Wrote delightful and sharp UX copy, introduced a mascot voice, set new copy standards and launched Freshchat.
Shaped real-time sports experiences for Disney+ Hotstar.
Delivered microcopy, push notifications, and live summaries that engaged 600M+ viewers, helping users navigate fast-paced live sports content with clarity and ease.
Case Study on Request
Revamped web copy for a 35-year-old ERP company serving the book trade. Built an editorial style guide. Redesigned the user experience from the ground up.
Strategized UX copy for Freshchat's help-centre with 75+ articles that reduced 1200+ hours of support time.
Led the web copy transition from Hotline to Freshchat, increased signups and resonated with a fresh customer demographic.
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