Sage

Sage is the proud market leader in cloud business management solutions, supporting millions of small and medium-sized businesses globally.

Responsibilities: 
• Craft clear, concise, and engaging content for user interfaces, including microcopy, error messages, onboarding flows, and the design systems library for multiple applications and experiences
• Develop comprehensive user guides, tutorials, FAQs, and other educational materials to help users understand and effectively use Sage's products
• Create content that addresses user pain points, highlights key product features, and utilizes user feedback and reviews to optimize user adoption and engagement
• Work closely with product managers, designers, UX research, and developers to ensure that content aligns with a product-led growth strategy and supports the overall product roadmap
• Organize and manage content repositories, ensuring content is up-to-date, accessible, and easily retrievable
• Collaborate to maintain best practices with product content and design colleagues that ensure ARIA-enablement and localization

Product Content Writer

Chewy

Chewy is dedicated to being the most trusted and convenient online destination for pet parents and partners everywhere.

Responsibilities:
• Managed the content design process for Account, Authentication, Sponsored Ads, Payments, and Fraud projects for Chewy’s Core Shopping area from end to end
• Transformed customer and business objectives into compelling products that had purpose, simplicity, and were feasible to build
• Drove content-specific deliverables, such as content audits, messaging frameworks, and dynamic copy solutions
• Developed multiple solutions that were delivered across a range of products, platforms, and devices with a bias for action and crisp prioritization
• Collaborated with business stakeholders, product managers, developers, content designers, user researchers, and product designers
• Presented strategies, design processes, inspirations, and decisions to stakeholders, including Chewy’s CEO and other C-suite executives

Impact:
• Drove the content design process for the new Chewy Ads platform, which resulted in an estimated savings of $15.6 million in 2025
• Led the content design of a backup payment methods feature that resulted in an annualized top-line revenue save of $100 million
• Drove the content design process for projects in 2023 that helped reduce financial loss due to fraud by $13 million year over year
• Developed a framework for sponsored ads carousel titles on product detail pages that resulted in additional annualized ad revenue of up to $1 million
• Led the content design of a new first-time user experience for mobile app customers that produced an 82% engagement rate
• Served as the lone content designer for the creation of social sign-in experiences that produced 126,978 new accounts and 296,770 connected accounts within a month after launch
• Completed an audit of account-related emails that produced 21 changes
• Led content office hours sessions and added to our word list and style guide

Senior Content Designer

RingCentral

RingCentral is a global provider of unified communications and collaboration solutions that empower distributed workforces to be connected through voice, team messaging, text messaging, conferencing, video meetings, contact center, and fax.

Responsibilities:
• Collaborated with product designers, UX researchers, product managers, and other stakeholders in the U.S., China, Ukraine, Russia, and Georgia to write clear and concise product content
• Partnered with design and product leaders to develop the strategic content direction for Admin, SMB, and Analytics projects
• Partnered with technical writers in the U.S. and Philippines to refine support pages to meet our content standards
• Drove the adoption of content standards by evangelizing guidelines in discussions with product designers and product managers
• Built and maintained relationships with content leaders in other divisions to ensure a cohesive experience across the company
• Contributed to a culture of constructive design critique by attending reviews with UX designers, design leaders, and product managers

Impact:
• Helped define our product content style guide standards and contributed Admin and Analytics terms to our terminology database
• Audited Admin and Analytics UI copy and recommended changes to align with new content guidelines
• Partnered with technical writers and provided UX guidance during a major rewrite of popular support pages
• Developed the strategic content direction for Phase 3 of our Webinar product
• Designed onboarding plans for two new team members and served as their main point of contact
• Hosted a session at the UX Writer Conference in October 2021 about what serving as a mentor has taught me about breaking into UX
• Completed LinkedIn Q&As about UX writing, content design, and remote work

User Experience (UX) Content Strategist

UX Writing Hub

UX Writing Hub is a leading UX writing and content design education platform.

Responsibilities:
• Mentored three students throughout the March 2021 and September 2021 cohorts
• Provided written feedback on students’ UX writing assignments and research projects
• Held one-on-one sessions with students to answer course questions and offer career advice
• Assisted new mentors by sharing insights about processes and expectations

Impact: 
• Published LinkedIn posts about my mentorship journey and repurposed the content for UX Writing Hub’s blog
• Featured in a UX Writing Hub podcast episode about my mentorship experience
• Spoke about the course and UX writing during a mentors panel in August 2021
• Answered questions about UX writing, content design, and more during an Ask Me Anything session for UX Writing Hub’s Facebook group in September 2021
• Spoke about approaching content design job interviews during a mentors panel in February 2022
• Published LinkedIn posts about the content design interview process and repurposed the content for UX Writing Hub’s blog and Instagram account

UX Writing Academy Mentor

CallRail

Senior User Experience (UX) Content Strategist

CallRail is a leading marketing analytics platform that empowers businesses to understand where their best leads are coming from through call tracking, form tracking, and AI-powered conversation intelligence.

Responsibilities:
• Worked with product designers, UX researchers, product managers, sales enablement managers, and product marketing managers to create user-friendly content for CallRail’s app, website, and video efforts
• Served as the lone UX writer for Growth, which aimed to improve customer acquisition through experiments that impacted website-to-trial conversions, trial-to-customer conversions, and the customer activation rate
• Wrote scripts, scheduled filming sessions, worked with on-camera talent, plus edited footage and sound files to create and update product videos
• Studied Google Analytics data and engagement metrics to shape video strategies
• Analyzed and presented video metrics that were shared with Product Development leadership
• Researched how prospects and customers interacted with product videos by using in-house resources
• Wrote and edited support documentation for our Product Support website

Impact: 
• Piloted CallRail's product video project. Produced 70,355 views across 86 videos featured within the Product Support website and app through April 2021
• Drove the content strategy for all Growth tests. Team decreased the cost to acquire customers by 7% throughout first half of 2020
• Oversaw the content design process of a new first-run experience within our app that decreased time to value for users after signing up for a trial
• Led a terminology change to decrease confusion related to a key concept within the app, Product Support website, and marketing assets. Coordinated with stakeholders, spoke in an internal training session, and made two videos for the intro
• Planned and wrote the content for a redesign of the website’s reporting page
• Developed video guidelines and best practices for inclusion in the UX content style guide

Cox Media Group

• Wrote long-form stories and viral material as part of SEC Country’s breaking news team
• Authored posts that totaled more than 9.5 million page views from September 2017 to early December 2017
• Pushed and scheduled content to Facebook pages to enhance our social media presence
• Interacted with fans on Facebook, Twitter, and in the comments section after writing columns
• Executed sponsorship requirements on our Facebook pages
• Wrote SEO posts to draw traffic from Google search audiences
• Appeared as a voice on sponsored breaking news videos and a weekly sponsored Mississippi State video series during the 2017 season 
• Gained experience running the soundboard during DawgNation Daily Live and cutting audio in Adobe Audition for daily podcasts and segments for an Athens, Ga., radio station
• Built graphics and other show assets for DawgNation Daily Live and SEC Country Live using Adobe Premiere
• Reported stories from Boca Raton, Fla., on Lane Kiffin's transition to Florida Atlantic and from Mobile, Ala., on former SEC players preparing for the NFL draft. Also reported from Las Vegas on Brent Musburger's new life with the Vegas Stats & Information Network and from Hoover, Ala., on various topics to come out of SEC Media Days

Multimedia Sports Reporter

Freelance

• Worked as a freelance SEC news writer for Saturday Down South. Blogged and posted stories about SEC-related items
• Covered Philadelphia Phillies spring training in Clearwater, Fla., for the Wilmington News Journal
• Covered spring training in southwest Florida for MLB.com
• Covered regular-season games at Tropicana Field for MLB.com
• Covered the Tampa Bay Buccaneers' NFL draft for ESPN.com
• Wrote a feature story about USF closer Tommy Eveld for Baseball America
• Wrote blog posts for an independent Tampa Bay Rays website
• Appeared on Bright House Sports Network's "Press Box" as a guest panelist

Sports Writer

ESPN

• Produced blog posts and participated in video segments for ESPN.com’s Tampa Bay Buccaneers page as part of NFL Nation coverage 
• Posted links, pictures, and news to Twitter to build community and enhance the company brand
• Interacted with fans on Twitter to promote conversation and direct them to content
• Appeared on local radio shows throughout the central Florida region

Tampa Bay Buccaneers reporter

FOX Sports

• Wrote columns, enterprise stories, news coverage, and buzz content with a concentration on the Tampa Bay Rays, Tampa Bay Buccaneers, and Tampa Bay Lightning
• Posted videos, pictures, and news to Twitter, Instagram, Vine, and Burst to build community and enhance the company brand
• Interacted with fans on Twitter to promote conversation and direct them to content 
• Managed high volume of events between the three professional teams as the only Fox Sports writer in the market
• Produced columns that appeared on FOXSports.com in addition to the regional website
• Appeared on local and national radio shows throughout the central Florida region and beyond, plus FOXSports.com podcasts
• Notable Buccaneers events in which coverage was produced include the Pro Football Hall of Fame inductions of Warren Sapp and Derrick Brooks, the controversies involving MRSA and Josh Freeman, the organizational overhaul after Greg Schiano's firing, plus Jameis Winston’s arrival
• Notable Rays events in which coverage was produced include the 2013 American League Division Series, spring training in Port Charlotte, and the 2013 Major League Baseball Winter Meetings in Orlando
• Reported on Mariano Rivera’s retirement announcement in Tampa, Winston’s experience pitching against the New York Yankees in Tampa, David Price's blockbuster trade from the Rays to the Detroit Tigers, plus the departures of Andrew Friedman and Joe Maddon before the hire of new manager Kevin Cash
• Notable Lightning events in which coverage was produced include the 2014 and '15 Stanley Cup Playoffs, plus the departures of franchise staples Vinny Lecavalier and Marty St. Louis 
• Wrote an MLB Who's Hot/Who's Not feature each Friday during baseball season for FOXSports.com’s baseball page for two years

Columnist and Writer

FOX Sports Midwest | FOX Sports Kansas City | FOX Sports Indiana

• Concentrated on the St. Louis Rams, St. Louis Blues, St. Louis Cardinals, Saint Louis University basketball, plus University of Missouri football and basketball
• Stories regularly appeared on FOXSportsLocal.com, FOXSports.com, and MSN.com
• Notable Cardinals events in which coverage was produced include the 2011 World Series,  plus the '11 and '12 MLB playoffs
• Covered the final seasons of Albert Pujols and Tony La Russa in St. Louis
• Additional coverage included the 2011 Brickyard 400 at Indianapolis Motor Speedway, the '11 STP 400 at Kansas Speedway, the 2012 Stanley Cup Playoffs, the ‘12 MLB All-Star Game, '12 MVC/Big 12/NCAA Tournaments, and Mizzou's transition to the SEC

Reporter

Hi there! 👋



I’m a senior content designer, user experience (UX) content strategist, UX writer, and product writer with more than 6 years of experience in creating clear, helpful content for digital products. 

I’ve worked across e-commerce, SaaS, and UCaaS, helping teams throughout the world design and build experiences that are easy to use and aligned with business goals.

I’ve led content efforts that improved user engagement, supported product launches, and delivered measurable results, including millions of dollars in revenue impact.

Whether it’s writing microcopy and support articles, building videos, improving onboarding experiences, or shaping content strategy, I focus on solving problems with language that works.

I’m experienced in working closely with product designers, product managers, UX researchers, engineers, and product marketers to create thoughtful, accessible content that scales. 

Regardless of the situation, I never lose sight of the ultimate goal: helping current and prospective customers become the heroes of their journey.

View the Experience and Publications sections of my profile to find links to my essays, webinars, podcast appearances, and more.

I have extensive experience with:
• Figma 
• Jira
• Confluence
• Notion
• Framer
• Targetprocess
• Adobe Premiere
• Adobe Audition
• Adobe Photoshop
• Google Analytics
• VWO
• InVision

Andrew Astleford

Target

Provided strategic and day-to-day content design support as part of an embedded team across two product areas: Account and Cart & Checkout.

Contributed to program design, benefits testing and articulation, and in-depth UX flows for the new Target Circle program, with a focus on Target Circle Card.

Now (2024 and on), I'm bringing content design and strategy to the Inspire & Motivate space, exploring how Target can better spark guest excitement and curiosity (mirroring that Target in-store magic) as they shop web and apps. I'm also shaping Target's first set of strategic standards and content design components for generative AI and chatbot initiatives.

In 2025, I also joined the UX strategy and execution team for Target’s Store Mode, shaping goal-driven digital experiences within distraction-heavy, in-person shopping environments.

Match

Spearheaded UX content design and strategy across the Match platform. Supported all product pods and initiatives, contributed to UX research plans, and brought content-driven and user-focused perspective to new and existing product features.

In addition to individual contributor work, built the foundation to grow a UX content design practice over time, including the creation of a UX content style guide, terminology guide, and empowerment materials for designers and product managers to engage more meaningfully with microcopy throughout the product development experience.

Diagnosed, audited, documented, and chipped away at design debt and content design debt.

Collaborated with cross-functional stakeholders (Brand, Marketing, Product, Design, Engineering) to steer Match toward a unified brand experience across all touchpoints.

Tested, revamped, and continually delivered CRM campaign materials across email and push, including but not limited to lifecycle messaging, discounts, feature announcements, and nudges for user engagement.

Codesigned and positioned a new feature called 72 Hours, a three-day, in-app experience designed to expedite and deepen the traditional like-match-chat journey. 

Contributed to Match’s growing design system: Informed design component decisions, information architecture best practices, component taxonomies and definitions, and content design guidelines at an atomic level.

Owned Match brand voice and tone, and supported Marketing in emulating the same in-product voice throughout out-of-product content experiences.

Created Helpdesk articles for Match group’s global safety initiative, how-to guides for different features, and technical writing assets to assist Customer Care with incoming calls and messages.

Content Designer

Brain Traffic 

Selected as a speaker for Button Conference 2022. Submitted, prepared promotional materials for, delivered, and hosted a watch party for a 40-minute talk, "Content design debt: A guide to settling (and strengthening) the scale."

Speaker at Button Conference 2022

Paperless Parts

Built, documented, and evolved a company design system and began driving its adoption across design and engineering.

Spearheaded content design practice: Created microcopy style guide and laid the foundation for a JSON string library to empower component-driven content design.

Developed research operations to streamline user research efforts and advocate for data-driven decisions. Led discovery efforts for new features and designed scripts, questions, and other research materials to validate existing ones. Sparked the creation of a user research community, a database of users ready to be matched with and participate in efforts tailored to their background and platform usage.

Product Designer

Red Hat

User Experience (UX) Content Designer

Led UX content design strategy and execution across several Red Hat products, including Red Hat OpenShift, Red Hat Assisted Installer, and more.

Collaborated with Red Hat's User Experience Design (UXD) team to grow the company's audience and digital presence through online content creation spanning long and short-form content for blogs, social media posts, UX research recruitment materials, and design system documentation.

Established and implemented a UXD social media strategy and contributed to Red Hat's growing UX thought leadership across PatternFly, Opensource.com, and other online platforms.

Generated new content and streamlined existing design guidelines for open source design system PatternFly. Collaborated with developers through PatternFly's GitHub on an issue-by-issue basis, using Markdown on Visual Studio Code.

Contributed to COVID-Net, a volunteer open source initiative to help detect COVID-19 through medical scan images. Created and conducted a UX research testing plan for a Picture Archive and Communication System (PACS) query interface to streamline imaging functionality on the ChRIS Research Integration Service.

User Experience (UX) Writer

Boston University Dance Theater

Crafted and distributed marketing materials to the Boston community concerning upcoming shows. Booked recreational space and coded ticketing mechanisms via Boston University's internal service request platform. Managed digital and interpersonal communications across internal and external channels.

Productions Assistant

The Grist

Supported The Grist’s creative team in generating brand copy across social platforms and digital touchpoints. Projects included PopCorners email campaigns and landing pages for new Do One Better themes, Bemis web copy for new products, The Grist’s internal onboarding documentation and social accounts.

Proofed and modified existing pitch decks to align with client vision.

Wrote dynamic copy for The Grist’s new website following its October internal rebrand from Breakaway LLC to The Grist. 

Contributed to weekly team brainstorms and concept meetings.

Junior Copywriter

Arion: A Journal of Humanities and the Classics

Worked alongside editor in chief and managing editor to proofread, edit, market, and produce upcoming issues of Arion, an esteemed humanities and classics journal based at Boston University that publishes work that unites scholarship with artistry. 

Additional tasks included general office work, library and online research, and making travel reservations for film festivals and academic talks.

Publications Assistant

Dulwich OnView

Researched, wrote, and published feature articles for Dulwich OnView online magazine, a London-based publication that celebrates the people and culture of South London.

Features Writer

Boston University

Streamlined internal documentation, ServiceNow knowledge base articles, and client-facing communications. Designed orientation handouts, ethernet connection cards, and other tutorial materials distributed to students and staff.

Began copy overhaul of BU IT's online resource for students and staff, TechWeb. Wrote technical documentation and web copy following BU IT voice and style guidelines. Topics included Adobe Creative Cloud licensing, Student Laptop Recommendations, Skype for Business, etc.

(In hindsight, performed a content design role before BU knew the name for it.)

IT Special Projects 

I'm Alana and stories make me tick. 

From pixels to pages, I'm a cat-loving word nerd with a knack for all things narrative. Brand and product storytelling. Intuitive information architecture and navigation. Approachable end-to-end user experiences. I'm passionate about the iceberg work that goes into every word and component you see on screen.

You name it, I craft it: UX content, D&D campaigns and backstories, creative fiction, video game narratives... If there's a story to shape, to tell? I'm there.

taplio

The Battle

Andrew Astleford

Alana Fialkoff

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