Services
I take on freelance projects alongside my role at Emirates NBD. Most fit into one of three groups. If yours doesn’t, ask anyway.
Product content and UX writing
The problem
Customers stall in a flow, misread a step, or contact support for something the screen should have explained. Often the design is fine and the words are doing the damage.
What I deliver
- UX copy for new flows, from first screen to confirmation
- Error, validation and empty-state messages that say what happened and what to do
- Content audits of existing journeys, with prioritized fixes
- Copy reviews alongside design reviews, so words and UI ship together
When you might need it
You’re launching or redesigning a journey, or you know where people drop off and suspect the copy.
Arabic UX writing and localization
The problem
Arabic screens that read like a translation lose trust quickly, and in banking an imprecise term can change what a sentence means. Right-to-left layouts also break in ways an English review won’t catch.
What I deliver
- Arabic UX copy written alongside the English, not after it
- Terminology checks for banking, legal and product terms
- Localization reviews of existing apps and websites
- String management across languages, including finding gaps before release
When you might need it
You’re launching in the UAE or wider region, or your Arabic product hasn’t had a native review.
Voice, standards and website copy
The problem
Different teams write the same thing different ways, and the product starts to sound like several companies. Standards that exist only in a document rarely reach the screen.
What I deliver
- UX writing style guides in English and Arabic
- Voice and tone guidance with real examples
- Reusable copy patterns and libraries inside your design system
- Website and landing page copy, with SEO built in from the start
When you might need it
Your team is growing, more people are writing copy, or your website no longer matches the product.
Start with a short email
A few lines is enough: what the product is, who it’s for, which languages, and what’s not working yet.