About Ami
A UX Content Designer with a background spanning brand marketing, CRM, customer experience, and product content.
At heart, I'm a systems thinker and designer. Content is the lens I work through, but I'm most interested in the structure, hierarchy, and decision-making that sit behind great experiences.
Having spent most of the last decade working across the full customer journey, I’ve grown fascinated by how people move through products over time. This has sparked a love for content strategy, and continues to drive my approach to every project – thinking about content as a system rather than a series of individual moments.
I work best when I'm close to the problem — in the research, the audits, and the conversations that happen before anything gets built. I'm happiest uncovering the 'why' that helps teams find direction.
How I think
Journeys, not moments
A single touchpoint is never the whole story — I design with the full journey in mind.
Outcomes over outputs
The goal isn't to do more work. It's to focus on the work that matters most.
Performance as a habit, not a milestone
Going live is the beginning of the work, not the end.
Quality over churn
Trust is built in the details. I think that's worth taking seriously.
What I bring