# Michal Kessel Shitrit

> Michal Kessel Shitrit is a content designer and UX writer in Israel. Talks, workshops and what she's curious about, from content structure to human-centered AI.

## Hi, I'm Michal. I'm a content designer who likes asking questions

I care about content and the structure underneath it, enough to have a growing list of screenshots of my phone. I'm currently researching how to maintain the soul of our user experiences, even in the age of AI.

Topics: Content design / UX / Human-centered AI

More about me: [About](https://heymichal.com/about/)

## Case studies and quick bytes

Most of my work can't be shared online, but it's all here in this password-protected page. If you're curious, just ask and I'll send the password over.

- [Open the portfolio](https://heymichal.com/portfolio/) (password-protected)

## What I'm curious about right now

- **Conversational design.** How can we make digital products feel, sound, and look human?
- **Context engineering.** Feeding AI the right information so it stops randomizing outputs and starts paying in sweat.
- **The soul in the written word.** What is it about some written paragraphs that makes us feel feelings?
- **Multilingual experiences.** Because I've had just about enough of premium brands showing AI slop in every language but English.
- **Personalized interfaces.** What do you mean "you can just change the microcopy to fit each person's habits"?!
- **Ethical AI use.** Can we design AI experiences that don't create an unhealthy relationship with tech?

## Where I've been speaking

Speaker profile: [Sessionize](https://sessionize.com/michal/)

### Measuring Words: How to test and validate UX content

Workshop · Future Product Days · Copenhagen · September 2026

A hands-on workshop, which I ran twice, about moving teams from arguing over copy to deciding with data. It covers five testing methods, both quantitative and qualitative, with templates for planning microcopy tests.

### Don't trust the bot: A human framework for evaluating AI copy

Talk · WebExpo · Prague · May 2026

Five principles for checking AI-written UX copy, with real product examples, and a way to tell which parts of an experience still need a human.

[Watch](https://webexpo.net/prague2026/sessions/dont-trust-the-bot-a-human-framework-for-wvaluating-ai-copy/)

### Content design masterclass

Masterclass · WebExpo · Prague · May 2026

A full day of content design, for a room of designers and writers.

### Context for AI and how to structure it

Talk · UXI 2026 · Tel Aviv · May 2026

Why AI keeps giving you generic copy, and how to build reusable context packages so it writes like your team does. FINQ was the case study. The recording is in Hebrew, with English subtitles.

[Watch](https://youtu.be/mKx6hXgo8e4)

### A practical method to minimize cognitive load in fintech and beyond

Talk · Future Product Days · Copenhagen · September 2025

The core term method I developed while working on bit, Israel's most popular payment app, and how to decide when copy can be radically short and when it needs more.

### Minimizing cognitive load in fintech

Talk · UX Writing Community Meetup · Tel Aviv · February 2025

The first time I presented the core term method, to the Israeli UX writing community.

## Want to talk?

If you're working on something and the words aren't coming together, I'd love to hear about it.

Also happy to talk shop, trade notes, or just compare coffee orders.

- Email: [info@heymichal.com](mailto:info@heymichal.com)
- LinkedIn: [https://www.linkedin.com/in/michalshitrit/](https://www.linkedin.com/in/michalshitrit/)

## Other pages

- [About](https://heymichal.com/about/)
- [AI workshops in Hebrew](https://heymichal.com/ai/)
- [Privacy](https://heymichal.com/privacy/)
- [llms.txt](https://heymichal.com/llms.txt)