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Michal Kessel Shitrit

Content designer and UX writer

What I do

I design product content and the systems that keep it consistent, like voice guidelines, style guides and, more and more, prompt frameworks for conversational AI.

My experience

I've spent more than 7 years on product content and over 15 years writing for global, multilingual audiences.

Looking for

I'm looking for content design, conversation design and human-centered AI roles.

Languages
English and Hebrew (native)

Where I've worked

2023 to nowTel Aviv

Head of English UX Writing

Draft, a UX writing studio

  • I lead English UX writing and content design for clients in banking, fintech, government, science, education and SaaS.
  • I was the point person for Hebrew copy in bit, Israel's most popular payment app.
  • I wrote the UX and page content for the Weizmann Institute of Science's new website, in Hebrew and English.
  • I create voice guidelines, style guides and content design systems, and I audit existing content to recommend what to improve.
  • When the content hierarchy calls for a UX change, I show clients what to build with Figma mockups or prototypes I build with AI.
2019 to 2023Freelance

UX Writer, Copywriter and Localization Specialist

MKS Content Design and Localization, my own business

  • I led content design and localization for client products in several languages.
  • I worked with product design and product marketing teams to fix usability issues and structure complex user flows.
  • I wrote help, FAQ, onboarding and support content.
  • I designed brand voice guidelines and trained marketing and technical writing teams to use them.
  • I founded Localization Station, a training initiative where I built courses that help localization and product teams work together, and taught UX writing and content design to localizers.
2015 to 2019Israel

Manager and Localization Specialist

Trans.me, a translation and localization agency

  • I ran the agency's strategic and operational planning, and managed multilingual content production with teams around the world, often on many projects at once.

Want to see the work behind these roles? My case studies go deep into a few projects, including my AI work, and my quick bytes are short challenges from my day-to-day.

Read the case studies See the quick bytes

Some of the teams I've written for

  • Weizmann Institute of Science
  • Bank Hapoalim
  • bit
  • Israel National Digital Agency
  • Reichman University
  • FINQ
  • Nayax
  • Cytactic
  • Factify
  • GlassesUSA
  • Speaknow
  • Astral Hotels
  • Central Drink Company (Coca-Cola Israel)
  • Air Haifa
  • Pepper
  • yes
  • Shopic
  • Tenengroup
  • Vimeo
  • Juno Journey
  • London Business School

Teaching and speaking

See my talks and workshops

Skills

Content design
UX writing, voice and tone, style guides, content design systems, content audits, content hierarchy, user flows and content testing.
AI
System instructions and prompt design for conversational AI, context design, evaluating AI copy, AI prototyping and helping teams adopt AI.
Global content
Localization, internationalization, and multilingual and right-to-left content.
Tools and teaching
Figma, Notion and generative AI tools, plus workshop design, team training and public speaking.

Where I studied

MA in Communication and Media StudiesBen-Gurion University, 2014 to 2017
BA in Communication and Media StudiesEmek Yizrael College, 2006 to 2009