About Koseli
I’m a content designer/UX writer in the San Francisco Bay area. I love hiking, reading, interior design, hanging with my family, and all things Scandinavia.
I write a small but mighty Substack called Serial Softie about parenthood, creativity, and technology. I also have a blog and Medium. I host house exchanges on Behomm.
I’ve been featured on…
Trendhunter, iRelaunch podcast, Alt Summit, Design Mom, Brooklyn Bride, Jennifer mag, and JTBC’s Wassup K Grandmother reality tv show
You can find my writing online on…
Harvard Business Review, Designmom.com, Medium, Substack, TinyBeans, Tubby Todd, Munchkin, Little Things Podcast
My words are in print in…
Exponent II, Wayfare Magazine, and You’ve Got This Mama
My skill stack
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Content strategy
Weaving high-quality content design into the design process to meet user needs and reach business goals.
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Content hierarchy
Establishing the why, where, and what of information should be shown to best serve users. The focus is applying core content design principles like readability, clarity, and empathy.
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UX writing
Crafting the words that show up on UI of apps and websites like CTAs, error messages, onboarding flows, menu labels, form fields, metadata, etc. May also include meeting with key stakeholders like engineers, project managers, product designers, experts, legal, privacy, and more to identify key messaging, goals, and tech constraints.
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Content modeling
Mapping out how different types of content feature throughout a product and how they interact with each other. Some artifacts may include user flows and user journey maps. Tools often used are Figma and Sketch.
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Design systems & style guides
Maintaining, documenting, and educating about content and UI-related decisions for consistency and ease of process. Some artifacts may include brand style guides and Word doc or Google content templates for “sources of truth”.
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User research
To better understand who will be using the product and what they need, conduct or support user research studies using Userzoom or other tools. Follow up with synthesis and practical application within the product.
What kind design Means to Me…
“Kind design” isn’t just about being nice. To me, it means solid design output meets quality of life. It means working hand-in-hand with high-caliber teams who prioritize mutual respect, craft, and humor alongside incredible results. It’s a light touch and thoughtful feedback when it’s needed most. It’s that extra something that makes work way more than work. It’s stamina when things get tough and calm when things get pitchy. It’s nerve, a pause, the perfect question. It’s curiosity molded by user empathy.
2009
I graduate during the recession and move to New York City on a wing and a prayer. My book publishing dreams are smashed but a small scared copywriter is born. I start my own boutique agency and wrote book jacket copy for paperback westerns and steamy romances.
2010–2019
I freelance and consult as a copywriter and content strategist for tech and pharmaceutical companies in NYC and SF, as well as start ups and design agencies. I speak at conferences.
My parents ask what I do. I say, “I write for apps”.
2020–2022
My family and I move to South Korea to eat mandu and walk every inch of Seoul throughout the pandemic.
Meta relocates my family back to the Bay Area for my new role as a senior content designer in Ads.
2022–now
I lead content strategy on multiple product teams in ad tech and health tech. I buy a house, read a lot, and take a pottery class. I attend Button and Config, hang with content design folks, and study human-centered design and AI.
Recent blog posts
It’s stamina when things get tough and calm when things get pitchy. It’s nerve, a pause, the perfect question. It’s curiosity molded by user empathy.