Bring me in to fix something BIG.
MNC consulting / Content design
Making a chatbot worth talking to.
I restructured prompts, built fallback logic, developed a tone of voice and content governance
The challenge
The AI chatbot hallucinated answers, didn't have solid tone of voice, didn't answer intelligently and didn't have logic to make sales.
What I changed
I restructured prompts, rewrote scripts, developed new fallbacks, created a tone of voice and added new logic to push a sales forward.
The outcome
Smarter answers, a unified tone of voice, better interest rates to purchase from customers and a bot that would actually try and sell.
Global Fintech / Content Design
Content design in a complex space
I led a team, shaped product language across web and app experiences and created content standards.
The challenge
A product team that didn't have a mature content design standards. UX copy with mistakes everywhere. Quality was not in the playbook.
What I changed
Audit and alignment of product copy, shaped content guidelines, introduced new ways of working, mentoring junior team members.
The outcome
The quality of UX copy significantly improved, clearer paths to collaboration across teams and a content guideline system.
Regional Insurance / Content Systems
Building a content system that scales.
I built a shared content system that turned scattered product language into a usable source of truth.
The challenge
Siloed products, inconsistent product language dependent on the designer and no alignment on products across the board.
What I changed
Audited the Group's digital products, built a repository and content system that enabled teams to refer to, ensuring consistency.
The outcome
A single source of truth for teams to refer to: designers, PMs, engineers. Clearer, consistent words across experiences.
Work with me. I’ll play my cards.
Just Make It Sound Good
Turns “just make it sound good” into language people understand, remember and might even enjoy.
Copy Audit
Finds every stray, duplicated and contradictory word across the organisation. Then works out which ones deserve to survive.
AI Slop Remover
Removes generic phrasing, hollow confidence and machine-made smoothness. Leaves the useful thinking—and signs of human life.
Writing Guidelines
Turns good judgment into practical standards teams can use without inviting the writer to every meeting.
Content System
Connects language, patterns, ownership and maintenance so content keeps working after the launch deck closes.
Modular Library
Builds reusable content modules for different journeys without reopening every settled argument.
Source of Truth
Gives teams one dependable home for approved language, standards and decisions. Final_final_v7 can finally retire.
Content Governance
Keeps content consistent through clear ownership, practical standards and well-timed diplomacy.
Conversation Logic
Maps intents, decisions and recovery paths so the machine knows what to say—and when to stop saying it.
Human-Sounding AI
Programs chatbots to speak clearly, naturally and usefully—without pretending to be your best friend.
Stakeholder Alignment
Finds the useful truth inside competing perspectives and gets the team moving in one direction.
Best of All Worlds
Brings UX, brand and conversational AI into the same room. Keeps them there until the work agrees with itself.