THE CONTENT
FLOW STUDIO

UX Writing & Content Design for Digital Products

When content leads, everything flows: design moves faster, teams align better & users feel understood.

Hi, I’m Leila, and I help you build digital products that communicate clearly and scale easily.

• Scale content • Improve design • Strengthen product

• Scale content • Improve design • Strengthen product

Approach
Services
Projects

Approach

Content first. Design that flows.

We don’t design around content — we design from it. Because the words in a conversational User Interface shape the flow, the structure, and how people feel when they use your product.

Designers ♥︎ Me

I work hand in hand with designers to bring words & design into harmony.

Here’s how we flow:

  1. Analyze & Understand

    We look beneath the surface. Map what’s already there, what’s missing, where your team is not aligned and your users struggle with.

  2. Define & Structure

    We define flows, hierarchies, and relationships — how information lives and moves. We organize information so it’s easy to find, read, and act on. The result: Key Messages and a clear, logical framework that helps your teams align better, design faster, and at the end makes more sense to your users.

  3. Write & Design

    We write real words early — not placeholder text. Microcopy, headlines, calls to action, and empty-state messages all come together to guide users naturally. The language shapes the design — making interfaces feel intuitive, human, and on-brand.

  4. Systemize & Scale

    We set you up for the long run with content systems, guidelines, and workflows that make it easy to update and grow your content without losing quality or coherence.

“When you start with content, everything else falls into place.”

— Me (every day)

Services

I structure, write, and scale content that bridges design, business, and users. Everything is built to strengthen consistency, accelerate your team’s collaboration, and make your product perform better.

  • Get a clear picture of where content helps or hurts your UX.

    I analyze flows, interfaces, and microcopy across screens — and deliver findings with actionable recommendations and best-practice examples.

    → Outcome: quick wins, clarity gaps uncovered, measurable improvements.

  • Because every strong design rests on solid structure.

    I map content types, hierarchies, and flows, defining how information lives and moves across your product.

    → Outcome: scalable IA, reusable structures, less rework, cleaner design decisions.

  • Reusable text keys, component-based writing, and living documentation that align content, design, and development.

    → Outcome: consistent copy at scale, faster creation, built-in governance.

  • From onboarding to error states — I craft language that guides, reassures, and delights.

    Always clear, never robotic.

    → Outcome: microcopy that works hard, supports decisions, and builds trust.

  • Tailored sessions to raise awareness, teach frameworks, and align teams on content design principles.

    → Outcome: teams write, design, and decide better — together.

Projects

In 60+ projects from fintech, insurance, and health to energy, I’ve helped teams to make content work harder for both users and business.

  • Roche Diagnostics | Healthcare | B2B, B2C, B2B2C

    Challenge
    Roche Diagnostics’ global website had grown into a complex ecosystem of different page types — from product to solution and community pages — each following its own logic and tone. Critical user actions such as exploring product details, subscribing to updates, or joining communities were often hidden behind unclear structures and inconsistent messaging. The result: friction for users and inefficiency for teams.

    Approach
    In close collaboration with UX design and research, I led a content-first analysis of key page types and components across the site. We introduced modular, scannable templates, restructured page hierarchies, and aligned cross-page elements such as hero sections, CTAs for subscriptions and events, and in-page navigational links. Each component was reworked to build clarity, trust, and consistency in voice and structure.

    Impact
    The new content system created a coherent, scalable framework for Roche’s global web presence. Information became easier to find and act on, copy more consistent and purposeful. Internally, teams gained shared standards that reduced design and localization rework — and improved both speed and quality of delivery across markets.

    Deliverables

    • UX content review

    • Content inventory & mapping

    • Modular page templates

    • Component writing guidelines

    • Cross-page microcopy (CTAs, navigational labels, hero sections)

    • Content migration support

  • Zentralschweizerische Kraftwerke, CKW | Energy | B2C

    Challenge
    CKW wanted to redesign its customer portal “MyCKW” to simplify digital self-service for energy customers. The previous portal experience was fragmented: inconsistent language across touchpoints, unclear flows for key actions like meter reporting or tariff changes, and content that felt more technical than human. As new features such as ZEV (intelligent energy networking) were introduced, the need for clarity, trust, and consistency in language became critical.

    Approach
    Working alongside UX design and development, I helped shape the content experience of the new portal from wireframes to final copy. We applied a content-first lens to every user interaction — from login to dashboard and notifications — defining tone, labels, and messaging that make complex energy topics feel simple and actionable. Microcopy for buttons, states, and error messages was tested and refined directly in UI to ensure seamless communication.

    Impact
    The new portal now speaks with one voice — clear, helpful, and human. Customers navigate their energy data with confidence, complete tasks with fewer errors, and understand new services without external support. Internally, the team gained scalable content patterns and clearer collaboration between design and marketing.

    Deliverables

    • UX content review

    • Information architecture alignment

    • UI microcopy for portal screens

    • Error and system message library

    • Writing guidelines for interaction elements

    • Content testing and iteration support

  • Zentralschweizerische Kraftwerke, CKW | Energy | B2C

    Challenge
    As part of CKW’s digital transformation, the website needed a complete redesign to unify the brand experience across all digital touchpoints. Over time, content had become fragmented, repetitive, and inconsistent in tone. Key pages such as product offers, onboarding, and service explanations were dense and hard to scan. The challenge was to create a consistent language system that made energy topics accessible and actionable for everyone — from private households to business customers.

    Approach
    Together with the UX and visual design teams, I established a content-first foundation for the new CKW website. We mapped existing content, identified redundancies, and restructured key information to better guide users through their journeys. Page types were redefined, each with its own content purpose and modular component setup. For every page template, I provided content hierarchies, example structures, and writing guidelines to make future content creation faster and more consistent.

    Impact
    The new website connects design and content through a shared system of rules and reusable modules. Visitors can now find, understand, and act on information more intuitively. CKW’s digital team gained scalable templates, clear writing standards, and a process that keeps brand voice consistent across hundreds of pages.

    Deliverables

    • UX content review

    • Content inventory and mapping

    • Page templates for six key page types

    • Content-driven page concepts and layouts

    • Writing guidelines and best-practice examples

    • Cross-page UX writing (CTAs, titles, navigational elements)

  • Beratungsstelle für Unfallverhütung, BFU | Public Sector | B2B, B2C

    Challenge
    BFU, the Swiss Council for Accident Prevention, is an independent foundation that advises the government and public on safety and prevention. With “Sinus Plus,” BFU set out to make decades of accident data accessible in a simple, visual, and interactive way. The challenge: transforming complex statistics and expert terminology into meaningful, understandable insights for diverse audiences — from policymakers and journalists to researchers and the general public.

    Approach
    Collaborating closely with BFU’s research and design teams, we applied a content-first approach to build a clear, accessible structure for the platform. Information was reorganized around user goals and use cases, ensuring that data stories could be explored intuitively. I developed content hierarchies, page narratives, and UX copy for navigation, filters, tooltips, and error messages — making sure every interaction felt purposeful and human.

    Impact
    The result: a platform that translates complex data into clarity. Sinus Plus empowers users to navigate prevention insights without expert support and strengthens BFU’s mission to make safety knowledge accessible to everyone. The improved UX content structure also set new standards for future digital publications at BFU.

    Deliverables

    • UX content review

    • Information architecture for data visualization

    • Writing for interactive elements (tooltips, filters, error messages)

    • Page narrative and microcopy design

    • Content guidelines for data-driven platforms

  • Bayer Crop Science | Agriculture | B2B

    Challenge
    Bayer Crop Science needed to consolidate and relaunch multiple country websites across the EMEA region to achieve a consistent brand and user experience. The existing sites varied in structure, tone, and terminology, leading to inconsistent communication and fragmented user journeys. For agricultural professionals, the information architecture was especially challenging: key product details, safety data, and regional resources were difficult to find or compare.

    Approach
    Together with the UX and brand teams, we developed a unified content structure and system that could flex across markets, languages, and regulations — while staying true to the brand’s global voice. I focused on simplifying product-related information and standardizing recurring content patterns, such as product detail pages, crop and pest solutions, and technical documentation. Each component was designed to adapt locally while maintaining global consistency and compliance.

    Impact
    The result: a scalable, multilingual content system that empowers Bayer’s local teams to publish with confidence and consistency. Clearer information architecture, harmonized content models, and reusable page templates now enable faster rollouts, easier localization, and improved usability for customers across EMEA.

    Deliverables

    • UX content analysis and audit across markets

    • Content structure and modular page templates

    • Information architecture for key product and solution pages

    • Writing guidelines for recurring components

    • Multilingual content governance model