// dadalab

Content · design Systems · UX · strategy

The words always matter

My title changed four times. The work underneath it didn’t: find the words a system needs to be usable, then make sure they hold up once real people are using it.

Senior Content Designer

I was the first embedded content designer on ServiceNow’s commercial ITSM initiative, built for organizations of 1,000 to 5,000 employees underserved by enterprise tooling. I wrote the guidance and onboarding content for Now Assist’s agentic workflows, then led UX writing across ITSM Standard, ITSM Pro, Core Business Suite, and the new Product Hub. Along the way I helped write ServiceNow’s voice, tone, and AI-content standards.

Annotated screenshot of a ServiceNow product configuration page, with six numbered callouts labeling the header, action buttons, navigation, and setup status sections
Anatomy of a ServiceNow configuration page, labeled for a stakeholder walkthrough. Scroll to read the callouts at full size.

Product · Content systems

ServiceNow

Cross-BU framework compressing ITSM deployment from 240 days to 30


Principal Content Designer

My title said Principal Content Designer, but the teams I worked with treated my contributions as content strategy. I set governance, checked for the right voice and tone, and decided how to scale it. UX writing was part of the job. Content strategy was the focus.

Autodesk.com homepage circa 2019, a dense text-heavy layout before the transformation
Autodesk.com circa 2019, the before state.

Product · IA & Taxonomy

Autodesk

Navigation and information architecture for global product suite

Content Designer

My first contract with Intuit put me on a team building a new feature set for QuickBooks Online. My second applied design systems thinking to their HR portal, which was migrating to a single new platform.

QuickBooks Online project overview for a sample project, showing income, costs, and profit margin broken out by category
A QuickBooks Online project overview, income, costs, and profit in one view.

Product · Content design

Intuit

Job costing and project profitability, launched zero to one

Content Strategist

Roles titled content strategist matched work I was already doing, creative direction, audience research, and outcomes I could measure. It starts with the audience’s journey and ends with a problem defined by real data, not guesswork.

The Kaiser Permanente kp.org website footer, organized into Find care, About KP, Member support, and Language sections
The restructured kp.org footer, organized by visitor intent.

Product · Commerce

PayPal

One brand, for every market

Product · Content strategy

Kaiser Permanente

The first role where the title matched the work. Content models and alert governance

Brand · Origin

Before content design

Twenty-two years of brand systems and product interfaces, under a marketing title

Self-directed builds

Not every project starts with a client. These two didn’t. One shipped as a working product, the other was built to solve a governance problem in ServiceNow’s own terminology.

Annotated screenshot of the Narrator widget, showing the UX decisions behind auto-detected content, two-state controls, and adjustable playback speed

Side build · Shipped

The Page Narrator

A vibe coding experiment that shipped, got noticed, and landed me a contract

Agentic · AI

Knowledge Base POC

Role-based terminology system bringing governance and clarity to ServiceNow tribal knowledge

Hiring for content design?

This page is the short version. I am happy to walk you through the long one.

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