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Projects & Highlights.

Artificial Design Intelligence (ADI)  - 2016-2019 


I was part of a small group of writers responsible for coming up with the entire content strategy for a big project at We wrote generic specific content for different types of sites and online businesses, which enabled millions of online businesses be online with a gorgeous website in seconds. 


Link to Blog article 

Link to Medium article 


Link to Poets Cafe publication 

Link to Cinammon Hands on Medium 

Coming up with written and visual content required extensive research and outside-the-box thinking. It required learning how different types of businesses portray themselves online in order to give each user the best possible starting point for their own website. 

In 2019, decided to start deprecating ADI, but the content that we worked on during these three years lives on in three existing and important features on the platform. 

Get Text Ideas - When using the Editor, it is possible to use ADI content to help users write different sections for their site. new website funnel - The steps followed by users today when building any website was originally part of ADI. Knowing the type of site a user is building early on helps us provide them with the right templates, layouts and business features they need to get started. 

Regional Image Collections  - When website builders used ADI, they got custom images in addition to text. When we localized ADI into 11 languages, we realized that some of the images we were proposing might not be appropriate for all languages. 

We started localizing images, and eventually decided to localize our media galleries for all users at Today, users are exposed to different media galleries based on their site's regional settings. 

Design Briefs for Wix Templates 

My work with the templates team involved performing extensive research in order to understand what kind of content each template should include. Here are some of the templates I wrote design briefs for. 

You can click on each image to view the live web template. 


Design Briefs for Templates 

Keynote Speaker for 2022 User Research Meetup

Design Briefs for Templates 

Keynote Speaker for 2022 User Research Meetup



Artificial Design Intelligence (ADI) 

From 2016 to 2019, I worked at as a Content Writer writing generic specific content for all kinds of businesses. The role required extensive web research and outside-the-box thinking. 

Through research, I became an expert on the way businesses are represented on the web. The platform that we created, known as ADI, involved artificial intelligence that automatically built websites for any type of business. 

For strategic reasons, decided to sunset this product. However, the legacy of our content work lives on through three different features at Wix. 

1. Get Text Ideas - When editing text on the Wix editor, users can click on "Get Text Ideas" to instantly get access to relevant text that they can instantly use on their site. 

2. main funnel - Today, every time someone creates a new website, they must go through a step by step questionnaire intended to get to know the user better in order to provide them with shortcuts to the tools they'll need to build a successful online presence. 

This funnel was originally created for ADI sites, and all the website and business types that appear under "question" were created by yours truly and the rest of the content team. 

3. Localized Media Galleries - Websites aren't text only. They also contain images, and part of our work as Content Writers was collaborating with a design team in choosing the right generic images for each type of site. 

When ADI was localized to 17 languages, we also found the need to localize generic images. These images became part of the media gallery, and were curated to show users in different countries and regions images that were relevant to their own culture. 

Today, depending on where you're using from, you will get a different collection of images that's suited for your own needs. 

Published Works 


I’ve put together a carefully curated selection of my latest and most influential pieces. Read through the samples below and feel free to get in touch to learn more about me and to discuss any projects you may want to send my way.

Published articles

Template content design

UX case studies

Creative writing

Artificial Design Intelligence (ADI)

Just for fun

Meetup keynote speaker 2022

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