Reut Malovani
Senior Content Designer | UX Writer | Voice & Tone Systems
Reut.malovani@gmail.com | 972+528091009 | Linkedin
Hey! I'm Reut
I'm a senior content designer with a background in UX and design, and a real passion for products that actually speak to their users.
For over 8 years, I've been creating intuitive experiences for millions of people across SaaS, fintech and healthcare. I dive into new products quickly, work closely with teams, and shape content that feels clear, natural and genuinely useful.
Five Things You Should Know About Me
1. Strategic & Savvy
I create language that works at scale, writing for systems, not just screens.
2. Empathetic & User-Oriented
I keep real people at the center, understanding their emotions and writing to support their goals and needs.
3. A Cross-Functional Partner,
Not Just a Pen
I collaborate with product, design, tech, and any stakeholder who can help elevate the product’s language.
4. A Mentor Who Never Stops Learning
I share knowledge and help others grow, while continuously learning and expanding my expertise.
5. Independent & Proactive
I take ownership, adapt quickly, and stay focused even when things are complex or unclear.
Featured Projects
Fintech · Website · A/B Testing · Conversion Optimization
Boosting Loan Sign-Ups with Strategic CTA Changes
Loan application buttons weren't driving enough sign-ups. I researched and crafted clearer, friendlier button text that encouraged users to complete the process, giving the team practical tools to improve conversion rates.
Lifestyle · App · Crisis Management · Stakeholder Relations
Preventing Misuse and Protecting Partnerships
Vague messaging let users reserve and pay without being on-site, causing conflicts and partner complaints. I clarified the flow, added a confirmation step, and made sure the process felt clear and fair.
Public Transport · App · Error Prevention · Action Clarity
Reducing Accidental Charges with Clearer Messaging
Unclear microcopy led users to activate ride codes without realizing they'd be charged. I rewrote the warning message and suggested a simpler button design to prevent mistakes and reduce support requests.
Health · Enterprise · Content Strategy · User Guidance
Making Emergency Room Technology Feel Human: Designing Language for a Patient Assessment System
Clinical language made the new assessment system feel intimidating. I co-created a friendly, reassuring voice and tone guide to simplify the experience and make it accessible for future users.
Boosting Loan Sign-Ups with Strategic CTA Changes
Fintech · A/B Testing · Conversion Optimization | Role: UX Writer
CTA Options for A/B Testing
Before
Option A:
Option B:
The Challenge
The product team reached out to me because they wanted to run an A/B test to increase conversions for their loan application button. They noticed the current CTA felt vague and uninspiring, which discouraged users from starting the loan process. It was clear to me that users needed to feel like taking out a loan online was quick and simple. I wanted to make sure the messaging conveyed exactly that.
What I Did
I did a quick online research to understand what kind of wording feels approachable and trustworthy for users interested in digital loans. Based on these insights, I wrote several new CTA options designed to feel straightforward, inviting, and motivating. I made sure each CTA suggested simplicity and speed — exactly what users needed to feel confident about moving forward.
The Outcome
I presented the team with several new CTA options to improve engagement. They selected two for A/B testing:
A: Focuses on speed and availability
B: Emphasizes ease and simplicity
Although I wasn't involved in the testing phase, I wrote these two options to test which approach would drive more conversions: speed or simplicity.
Reducing Accidental Charges with Clearer Messaging
Public Transport · Error Prevention · Action Clarity | Role: UX Writer
Before
Are you sure you want to start your ride?
You are about to issue a ticket.
This will validate your entry and begin your ride. Remember to validate your exit at the end of your ride.
Don’t show this message again
After
Ready to go?
Your account will be charged for this ride. Don't forget to tap out when you’re done.
Don’t show before each ride
The Challenge
Users were accidentally activating ride codes and being charged without realizing it. The vague, clinical messaging didn’t clearly explain when and how payment would occur.
What I Did
I rewrote the message to be clear and conversational, explicitly stating that starting a ride would charge their account and reminding them to tap out at the end. I also updated the checkbox label to clarify that the message appears before each ride.
The Outcome
The improved messaging prevented unintentional charges, reduced user confusion, and decreased the number of support requests from users asking for refunds due to accidental charges.
Preventing Misuse and Protecting Partnerships
Lifestyle · App · Crisis Management · Stakeholder Relations | Role: UX Writer
Before
Your chosen activity
Riverside Activity Center
Downtown Chicago
Remember to book before arriving
The Challenge
Due to GPS disruptions during the early days of the war in Israel, users were able to check in and pay for activities without being on-site. This blocked spots for others who were present, leading to conflicts, overcrowding, and even physical altercations. Some partners threatened to end their collaboration if the issue wasn't resolved.
The original messaging was vague about when payment would occur and didn't clarify that users needed to be physically present. Customer service flooded with complaints from both legitimate customers and venue partners.
After
Are you currently at [venue name]?
Pay only after arriving and finding an open spot. Payment will auto-confirm your check-in
New confirmation pop-up
Your chosen activity
Riverside Activity Center
Downtown Chicago
Remember to book before arriving
What I Did
In a crisis meeting with the PM and studio manager, we mapped out the full scope: how the issue escalated, what specific wording was causing problems, and what information the current messaging lacked. We brainstormed multiple solutions while working within the app's UI limitations and agreed on adding a confirmation pop-up before payment. After drafting several versions with different approaches to tone and clarity, we had to streamline our usual process with quick legal approval and fast-tracking to production.
The Outcome
The confirmation pop-up and targeted copy resolved the booking conflicts and prevented further altercations. Complaints about mistaken check-ins dropped significantly, and we retained all threatened partnerships.
The experience highlighted how crucial clear, contextual messaging is during crisis situations and how effective cross-functional collaboration can be when working under tight constraints.
More About Me
I started out in industrial design, where I fell in love with understanding people and using design to solve problems.
That curiosity led me to UX design and from there to UX writing, where I found the perfect mix of words, systems, and user experience.I approach content with empathy and clarity, always focusing on what helps the user move forward.
When I’m not working, I spend time with my family and make time for the things I love. I design and crochet amigurumis, little yarn creatures that I give to loved ones. I’m a cat person, a Seinfeld fan, a TikTok scroller, and I take my coffee extra hot, no sugar, no foam.
The End!
Designed & Written by Reut Malovani