I bridge the gap between complex technology and human connection, with warm, reader-first UX writing that builds instant trust.
At Wix, my name became a verb. When wireframes were finalized, PMs and designers requested that all content be "Lucified". This was my team's way of asking for copy with a human touch that's clear, concise, and unmistakably Wix.
A mixture of case studies spanning product launches, content systems, A/B testing, and high-sensitivity design challenges, at Wix, where I was sole UX writer across multiple product verticals serving over 4 million monthly users.
Editor Harmony gave Wix users a friendly new platform for building fully-functional sites with no technical background required. As a major upgrade, the full SEO Setup Checklist was brought directly into the editor - so users could optimize without ever leaving the canvas.
SEO Checklist - Heading structure task. Clear, sequential microcopy guiding users through a technically complex fix.
Accessibility Wizard - Manual tasks panel. Every task title written to be instantly scannable and action-oriented.
Since launch, user engagement with the SEO and Accessibility panels has spiked - successfully guiding users through the critical tasks needed to improve their sites. The content handoff became a model for cross-team collaboration.
Our SEO copy had drifted into fragmented, non-standard terminology - using "SEO title" where the industry standard is "title tag." Users were Googling our proprietary terms just to understand them. That's friction hiding in plain sight.
The original spreadsheet audit - manually mapping every SEO content key across Wix back to industry-standard terminology, with localization rules for FR, DE, ES, PT and many more languages. The work that proved the problem was real.
The Writers Guild Glossary today - a live, searchable system with 2,156 terms across 94 domains, used by 132 writers, translators, and editors. What started as a personal audit became company infrastructure.
What started as a terminology fix has become a company-wide standard. The glossary evolved from 200 SEO terms into a 2,000+ term source of truth and has is now the definitive reference for writers, localization teams, and AI content tools across Wix.
Replace the legacy "Ascend" package with a brand-new, value-packed Email Marketing pricing structure. The goal: offer users more robust options while driving increased revenue - without confusing them in one of Wix's most monetized flows.
Many industry-standard terms were already in use across other Wix products - making naming exceptionally complex. The copy had to feel both familiar and distinctly new, with zero room for confusion in a high-stakes commercial flow.
The pricing table - four new plan names (Essentials, Core, Plus, Ultimate) with clear, tiered value propositions. Every descriptor written to reduce cognitive load and drive confident plan selection.
Upsell modal triggered when a free user tries to schedule an email. The copy leads with what they'll gain - not what they're missing. Warm, benefit-led, zero pressure.
Dashboard upgrade banner - same benefit-led structure, consistent terminology across both surfaces. "Compare Plans" as a secondary CTA gives users control without friction.
Limit-reached state - clear, factual, no guilt. The user knows exactly where they are (5,000 of 5,000), when it resets, and what their next step is. Consistent plan name ("Core") throughout.
Change notification modal - translating a significant product change into plain language. Specific (200 emails, February 1, 2023), honest about the impact, with a clear learn-more path. No spin.
The launch was a massive commercial success. By focusing on clarity, transparency, and user reassurance, the initial revenue target was hit within eight months - and the extended stretch target was exceeded by end of year.
The clock was ticking to equip millions of Wix users with a comprehensive Accessibility Wizard before strict new EU regulations took effect. Our mission: ensure global creators could easily identify and fix compliance issues to avoid heavy legal fines.
Translating dense EU legal regulation into warm, clear, actionable instructions for millions of users who were understandably anxious. Every word had to reduce panic, not add to it.
Media accessibility task - users select their file type, then receive tailored requirements. Complex WCAG concepts (audio descriptions, captions, transcripts) broken into plain, actionable steps. Written against a tight regulatory deadline.
Resolved state for the focus indicators task. "Issue resolved" is clear and rewarding - the copy explains the benefit in human terms (keyboard users can navigate and know which element is in focus) rather than restating the technical requirement.
Alt text task overview - progress counter (7/8 filled), visual image grid, and dual CTA. The description leads with the human benefit (screen reader users) before the SEO benefit, which reflects deliberate prioritisation of accessibility over search.
AI alt text generation - the Generate button produces a draft, while the Tips panel teaches the user what good alt text looks like. The decorative image checkbox handles the edge case cleanly. Guidance copy that builds user skill, not just task completion.
All tasks shipped ahead of the regulatory rollout. Clear, stress-free content empowered users to make their sites inclusive - ensuring compliance while genuinely making the web more accessible. The Accessibility Wizard entry point later became the subject of a high-impact A/B test (see Case Study 5).
Two A/B tests designed to systematically optimize underperforming copy. Content was the only variable changed - all design and functionality remained identical in both tests.
We tested the CTA inside a Business Manager widget to make the Accessibility Wizard more discoverable. Group A used "Scan Site". Group B used "Fix Issues".
The original CTA described a destination. The variant described an action and outcome. Users respond to what they'll accomplish, not where they'll go.
Conversion rate jumped from 0.98% → 2.08%. A single copy shift more than doubled engagement.
To prepare users for AI-driven search, we introduced the concept of GEO (Generative Engine Optimization). Previous tests of "SEO & Generative AI" and "SEO & LLM Optimization" had tanked engagement. We tested "SEO & GEO (Generative Engine Optimization)" with the full term integrated contextually throughout the dashboard.
Introducing a new concept without alienating users already familiar with SEO. The copy had to educate without overwhelming - using enough context that "GEO" felt discoverable rather than jargon-heavy.
The variant remained stable - successfully driving awareness and educating users on AI-driven search without sacrificing core product engagement.
Control: "Scan Site" - describes an action the product takes, not something the user achieves. Conversion rate: 0.98%. The CTA is technically accurate but gives users no reason to care.
Variant: "Fix Issues" - two words, outcome-led, urgent without being alarming. Conversion rate: 2.08%. A 112% lift from a single copy change with zero design or functionality changes.
"SEO & LLM Optimization" - the first attempt to introduce AI-driven search to Wix users. "LLM" was too technical, too insider, and too far outside users' mental models. Engagement dropped.
"SEO & Gen AI" - more accessible than LLM, but still too vague. Users didn't know what "Gen AI" had to do with their SEO. Engagement dropped again. The failure confirmed that introducing a new concept requires more than a label — it needs context.
"SEO & GEO (Generative Engine Optimization)" - the full term in parentheses does the educating that the label alone couldn't. Users get a new concept and its definition in one glance. Engagement held stable while awareness of GEO was successfully introduced.
Wix needed a feature allowing users to legally transfer ownership of their websites, premium accounts, and business data upon their death. Two distinct challenges: shifting to a deeply empathetic tone for end-of-life planning, and building a terminology framework for an unstandardized market.
This required a full tonal pivot - from punchy, fast-paced Wix microcopy to language that was warm, steady, and deeply human. Every phrase was weighed for how it would land on someone making one of the most personal decisions they could make for their business.
The entry point - "Digital inheritance" as the feature name, "Add an Heir" as the CTA, and "What is a digital heir?" as the education link. Three copy decisions that establish the taxonomy immediately and give users a way in without pressure. The description is plain and factual: no euphemism, no avoidance.
The heir setup form - where legal precision and human empathy have to coexist. The consent checkbox is written in plain language but covers real legal ground: the user's responsibility to inform their heir, the death certificate requirement, the transfer process. The field-level error copy ("as it appears in legal documents") is precise without being cold.
Transactional email notifications for both adding and removing heirs - two states that required very different emotional registers. The addition email is reassuring and procedural. The removal email anticipates anxiety ("Didn't make this change?") and gives users an immediate path to secure their account. Writing for the edge case is where the craft shows.
Successfully designed, unified, and handed off a turn-key content blueprint to engineering and legal stakeholders. This established a new internal precedent for how Wix designs for highly sensitive, human edge-cases - a model for future feature design in this space.
UX writing, microcopy, product copy, content strategy, tone of voice, content audits, editing, content advocacy.
User flows, usability testing, A/B testing, customer care insights, SEO, conversion optimization, dashboard engagement.
Content systems, glossary governance, style guides, localization documentation, accessibility/WCAG, inclusive design.
Figma, Jira, Monday, Claude Code, AI-assisted workflows, Google Workspace, Smartling, Storybook, Github.
Daily partnership with PMs, designers, developers, BAs, writers, and customer care. Cross-functional mentor to 6 UX writers and 2 students.
Certified Accessibility Champion (Wix 12-week intensive). WCAG guidelines, screen-reader testing, inclusive product design, accessibility QA.
"Beyond her professional expertise, Lucy is highly collaborative, creative, and incredibly hardworking. She has the rare ability to help shape projects from their earliest stages, contributing strategic thinking, thoughtful problem solving, and a strong sense of ownership. Her impact has been significant across every project we worked on together."
UX Designer, Wix
"Lucy is highly professional, independent, sharp, and practical. She knows how to take complex situations and turn them into clear, effective solutions with minimal friction. "
R&D Team Lead, Wix
"She's fast and thorough in a combination that's rarer than it sounds... without exception, every team loved working with her. She's one of those writers you genuinely hope every team gets to work with."
Principal Content Designer, Payoneer (ex Wix)
"She consistently goes above and beyond what is expected of her... Her strong sense of responsibility, talent and commitment make her an invaluable team member."
Localization Operations Manager, Wix
"She is collaborative, open to feedback, and knows how to turn discussions and critiques into better outcomes for the team and the product."
UX Designer, Wix
"She has the ability to turn complicated concepts and flows into positive, empowering experiences. She gained unmatched knowledge in both accessibility and SEO, and can take any product forward with her superior skills."
Content Team Lead, Wix
"UX designers would wait for her to get her hands on a project so she could "lucify" it. She has a sharp, discerning eye and an instinct for knowing the right word, phrase, and tone almost immediately."
B2B Brand Storyteller, Natural Intelligence (ex Wix Student)