Hey! I'm Reut
I'm a senior UX writer & content strategist with 8+ years of experience, based in Tel Aviv. I craft content for websites, apps, and complex products across various industries. I work closely with design, product, and dev teams to create clear, consistent experiences that guide users and achieve business goals.
Why I can't name names
To respect client confidentiality, I haven't included any brand names or screenshots. The projects in this portfolio were originally created in Hebrew for Israeli products. To make them accessible, I translated the examples into English, focusing on my content strategy, UX decisions, and the thought process behind each project.
A Bit of My Work
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 could check in and pay for activities without being there, blocking spots for others and causing conflicts, overcrowding, and even physical altercations. Partners threatened to end their collaboration if the issue wasn’t fixed.
After
Are you currently at
[venu 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
I added clear messaging before payment and recommended the UX designers add an extra step in the flow: a confirmation pop-up instructing users to only proceed if they were there and had confirmed availability.
The Outcome
This two-step approach made the process clearer for users and helped partners avoid overbooking and conflicts. It also rebuilt trust with partners and lowered complaints about mistaken bookings
So You Wanna Know More About Me
I'm a designer at heart. I started my career in industrial design, where I discovered my love for solving problems and understanding how people behave. I'm also a UX designer, which is where I found my passion for words.
When I'm not working, I love spending time with my family and making room for my hobbies. I design and crochet amigurumis, creating cute yarn toys that I later gift to loved ones. I'm a cat lady, a big Seinfeld fan, a TikTok lover, and I drink my coffee extra hot, no sugar, no foam.
Reut.malovani@gmail.com 972+528091009
The End!
Designed & Written by Reut Malovani