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Reut Malovani
Senior UX Writer & Content Designer
Reut.malovani@gmail.com  |  972+528091009  |  
Linkedin

Hey! I'm Reut

I’m a senior UX writer and content designer with a background in design and a deep love for systems that make words work. For over 8 years, I’ve helped teams shape clear, intuitive experiences across a range of industries and platforms.

I’m quick to immerse myself in new products, work closely with teams, and make experiences feel clear and effortless.

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.

Work

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

[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

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.

 - Case Study -

Making Emergency Room Technology Feel Human: Designing Language for a Patient Assessment System

Health · Enterprise · Content Strategy · User Guidance    
Role: Co-UX Content Designer, collaborating with the lovely Stav Moran-Leshem

“Can a digital system feel as caring and supportive as a real medical team when patients need it most?”

This was the question we faced when tasked with designing the language framework for a smart patient triage system in the ER.

Imagine yourself sitting in the ER: pain, anxiety, and confusion flusters you. 

At that moment, you’re presented with a screen asking you to answer some medical questions. Will this system feel cold and technical, or will it give you the sense that someone is truly listening?

 

Finding the right words wasn’t just about clarity, it was about creating a voice patients could trust. We gathered product leads, UX experts, and ER doctors to map out the right language.

More About Me

I started out in industrial design, where I fell in love with solving problems and figuring out how people think and behave.

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, structure, and the right balance of words, systems, and design thinking.

When I’m not working, I spend time with my family and make space for the things I love. I design and crochet amigurumis, little yarn creatures I give to loved ones. I’m a cat person, a Seinfeld fan, a TikTok person, and I drink my coffee extra hot, no sugar, no foam.​

Connect with Me:

Reut.malovani@gmail.com  972+528091009

Linkedin profile

The End!

Designed & Written by Reut Malovani

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עיצוב ואפיון: רעות מלובני  |   2024 
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