Writing with empathy

I simplify information and bring a touch of warmth to digital interfaces.​  I do the words at Bosch Professional. 
​My three north stars: 

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Make it human

If you can't read copy out loud without cringing, it's not working. Good copy sounds good and human – warm, natural, emotive. 

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​Make it sing

Don't be a bore. Be delightful, but don't get in the way. Surprise. Wink. Alliterate. Rhyme. Use symmetry and repetition. Users will remember.

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​Make it glocal

Write with translation in mind. Users read and respond best in their native language. It goes beyond words – it's about feeling at home.

Words

Writing content

I'm not into cars or power tools. But if I'm doing my job right, you shouldn't be able to tell. I've written hundreds of search-optimised landing pages to attract traffic and widen the funnel. The more localised the content, the higher the conversion. 

Writing for interfaces

The design and development of this signup form were already fixed in stone when it landed on my desk. But I managed to squeeze in a few significant UX changes to ease mental load with simple copy tweaks.

Writing for campaigns

Always thrilling. I work with creative agencies, marketing project managers, and in-house graphic designers to shape campaign slogans and create copy for video and still assets that tease, excite, and engage new users.

Stories

Introducing products

Every product comes with its own ecosystem. A loyalty programme. A cash-back programme during the pandemic. A monthly pass. I work with stakeholders on interfaces, landing pages, and FAQ's to shape a cohesive product language.

Introducing features

Change is cool, but also pretty confusing. By studying keywords in user surveys, I work with product owners and UX designers to shape onboarding content that help users quickly see the use-case and added value of these changes.
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Introducing brands

In 2019, Daimler AG and BMW Group merged five mobility solutions – a historic joint venture concerning 60+ million users in 1,300 cities. I was lead copywriter for the official website and shaped the story of the merger.
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Content strategy

Writing guidelines

To maintain consistent brand and product communication across different teams and channels, I develop and document writing guidelines including Glossaries, Style Guides, and Tones-of-Voice – with UX and localisation best practices in mind.

Managing content

I use content modelling and information architecture to design, structure, and scale new content templates. I make the best of content management systems such as Contentful, Phrase, Drupal, FirstSpirit, and Typo3 to manage app and web content in multiple languages.

Localising content

Over the last eight years, my work has been translated into 30+ languages for 40+ markets. The key is writing clean source text and providing clear context so translators can deliver their best work and make users feel at home.​

In another life...

Magazines

From games to politics, I used to be editor and writer at a couple of magazines.

Documentaries

I'm lucky to have contributed research and reporting on a couple of award-winning documentaries.

Comics

I illustrated a short graphic memoir called Grand Mal in collaboration with a writer. It got published a couple of times.
Thanks for reading.