Open to work
I design content systems that reduce friction

Language shapes lives

Language shapes how people act — whether they stay or leave, trust or hesitate, rave to their friends or post scathing reviews on social. In most products, words are an afterthought. I make them core business strategy.

I've done it across fintech, rent tech, and health tech, building content systems that reduce friction, drive conversion, support accessibility, and hold up at scale. I use AI to go further, faster. But the thinking is always human.

See my work Get in touch
Daniel McLeod
Content DesignContent SystemsInformation ArchitectureTerminologyTaxonomyGovernanceVoice & ToneLocalizationAI Language DesignUX ResearchUsability TestingAccessibilityContent StrategyContent DesignContent SystemsInformation ArchitectureTerminologyTaxonomyGovernanceVoice & ToneLocalizationAI Language DesignUX ResearchUsability TestingAccessibilityContent Strategy
Case Studies

Work that made an impact

Great content design moves products forward. Here's how I've done it.

TerminologyContent StrategyUX Research

Apply to rent —
Core language change

25% more rental applications, 16.6% lift in conversion. Achieved by replacing one word: booking. Legacy terminology conflicted with how tenants actually think about renting. I led the research, stakeholder alignment, localization, and A/B testing to reframe HousingAnywhere's entire product experience around rental language.

HousingAnywhere · Rent Tech · 2024–25 · See it live →
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Apply to rent — Core language change
LLM AgentAI SystemsScaling Content

Gemini Editorial
Agent

~60% fewer content tickets, ~50% less time editing other teams' work. I built a Gemini editorial agent trained on our style guide, emotion maps, and product documentation, so Marketing, Support, and Sales could publish on-brand content independently, and Content Design could focus on work that actually moved the needle.

HousingAnywhere · Rent Tech · 2025
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Gemini Editorial Agent
Full-Stack DesignPositioningSEO / GEO

Website redesign —
Health & symptom tracker

A new health app with no clear voice, no positioning, and a launch date. As sole content designer, I built the messaging strategy from scratch — competitor benchmarking, value proposition framework, full homepage redesign, and in-app content — optimized for SEO, GEO, and conversion. Launching Q3 2026.

Scrambled Brain · Health Tech · 2026
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Website redesign — Health & symptom tracker
Information Architecture Compliance Messaging

Scaling understanding of a complex credit model

26% fewer support queries, 31% fewer defaults, 12% more signups. Holvi's hybrid credit card was intentionally non-standard — and customers didn't understand it. I reframed the problem from "How do we explain this?" to "How do users build the right mental model over time?" and redesigned understanding across every touchpoint, from marketing to the physical card carrier.

Holvi · Fintech · 2023
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Scaling understanding of a complex credit model
About Me

I do words that move

I came to content design through linguistics. As someone with a lifelong interest in what makes writing tick, I studied literary linguistics — a field that examines how an author's stylistic choices create meaning in a reader's mind. This instilled a permanent obsession with precision: I love understanding why some words succeed and others don't.

Since 2020 I've been putting that obsession to work across fintech, rent tech, and health tech, designing content systems that hold up at scale, not just on a single screen.

On a less professional but equally important note, last year I ran my first marathon and half marathon (in that order), traveled to 10 countries, climbed inside the Great Pyramid of Giza, and hiked to 4,800 meters in the Himalayas, where I befriended majestic yaks and learned a secret recipe for masala chai.

What am I up to now? Let's talk.

How I Got Here
1
Creative Writing & Editing
Essays, short fiction, plays, poetry, reviews. Proofreading and copyediting.
2
Content Marketing & Technical Writing
Translating complex products into compelling stories.
3
UX Writing & Content Strategy
Product content, design systems, voice and tone frameworks. Shaping experiences.
4
AI Language Systems
Designing how AI systems communicate — the patterns, rules, structures, and quality standards that shape language at scale.
How I Work
  • ConceptMove from 'sharing information' to 'building understanding'.
    PracticeDefault to public channels over DMs. Practice loop-closing — whenever a task is finished or a decision is made, the relevant parties are notified immediately, leaving no room for "What's the status on X?"
    OutcomeEliminate information silos and reduce shadow work.
  • ConceptMove from 'feeling for' people to 'solving for' people.
    PracticeFor users, this means regular exposure to raw feedback. For teams, it means understanding their priorities, respecting deep work time and factoring in the technical or emotional cost of a pivot before asking for one.
    OutcomeBuild products that solve real pain and a culture that prevents burnout.
  • ConceptMove from 'responsible for tasks' to 'accountable for outcomes'.
    PracticeIf you see a gap, you own the bridge. Ownership means you don't just flag problems. You propose solutions and coordinate with relevant teams to see them through to the end.
    OutcomeHigh-speed solutions without hand-holding.
  • ConceptMove from 'challenging the status quo' to 'improving the standard'.
    PracticeReplace 'Why are we doing this?' with 'How can we achieve this outcome more effectively?' Use the First Principles approach — break every process down to its basic truths and rebuild it if the current way is just 'how it's always been done'.
    OutcomeContinuous evolution and the removal of legacy friction.
  • ConceptMove from 'testing everything' to 'measuring what matters'.
    PracticeNo feature is launched without success metrics defined beforehand. We value a failed test with clear data over a 'successful' launch with no measurable impact.
    OutcomeTo stop guessing and start knowing.
  • ConceptMove from 'no fear of failure' to 'maximizing learning-per-failure'.
    PracticeWe distinguish between sloppy mistakes (avoidable) and noble failures (experimental). Noble failures are celebrated with retros, where the focus is on systemic improvement, not individual blame.
    OutcomeA high-trust environment where the team feels secure enough to take bold risks necessary for growth.
My approach

Bridging the gap

I don't just design for users. I design for organizations. At Holvi and HousingAnywhere, I worked at the intersection of Product, Marketing, Sales, Support, and Legal to establish and maintain a unified brand voice.

Whether it's bringing content into early-stage product discovery, designing AI content systems that keep teams on brand, or transforming legal jargon into human-centered guidance, I advocate for language as a core business asset.

"I started out in Marketing, so I deeply understand their needs and wants. I extend this empathy to all teams — including Engineering, Sales, Support, Legal, Finance, and Management.

This helps me do what I love most, which is to start conversations, break down silos, and build strong working relationships based on clear, consistent, respectful communication and shared values.

So we can win together and achieve our collective goals."

— Daniel McLeod
More Personal Truths
⛴️ Seasoned skipper (boat captain)
🎸 Lifelong punk & indie rocker
📷 Analog film photographer & world traveller
🏃 Marathon runner, swimmer, cyclist, boxer
🧖 Sauna enthusiast
🏕️ Happy camper
📚 Insatiable reader
🐱 Lover of every cat to ever grace this earth
Room of Failures

Dare you enter my room of failures?

Nobody's perfect. Check out my recent fails.

Enter →
Education & Certifications
Conversational Design Institute
Conversational Design Institute
Conversation Design
Growth.Design
Growth.Design
Product Psychology Mastercourse
CareerFoundry
CareerFoundry
UX Design Immersion, UI Specialization
University of Nottingham
University of Nottingham
MA Literary Linguistics (Distinction)
University of British Columbia
University of British Columbia
BA English Composition
British Columbia Institute of Technology
British Columbia Institute of Technology
Technical Writing & Editing
Conversational Design Institute
Conversational Design Institute
Conversation Design
Growth.Design
Growth.Design
Product Psychology Mastercourse
CareerFoundry
CareerFoundry
UX Design Immersion, UI Specialization
University of Nottingham
University of Nottingham
MA Literary Linguistics (Distinction)
University of British Columbia
University of British Columbia
BA English Composition
British Columbia Institute of Technology
British Columbia Institute of Technology
Technical Writing & Editing
But Daniel, can't AI do your job?
No way.

LLMs use approximate language to approximate intelligence. In the best case, that gets you 80% of the way there. The last 20% is the difference between people converting or leaving. Between sounding like you or like everyone else. Between correctness, consistency, and completeness… or chaos.

Content design requires precision.

I do use AI for some things. Like as a research tool. To iterate microcopy. To challenge assumptions. To help scale human-generated, human-tested content design systems across organizations. I even used it to build this website without the help of any other humans. (I used my preferred tool, and continuously challenged and tested my decisions using two others.)

But for the serious work, it's best to go with someone you can trust.

Someone who can navigate ambiguity and uncertainty. Who can admit when they don't know the perfect answer, and dig deep to find it. Who owns up to their mistakes and is hurt by them — because how else does accountability manifest?

Someone who brings teams together. Who advocates for the power of language, and proves it in their work.

Someone who can give you 100%.
Lately Obsessed With

Now this is inspiring

Every week I share something that made me think, laugh, or see the world differently.

This week:

Why I love it

Shit happens to everyone. I love how this singer stays calm and nails the vocals while helping to fix the problem. Some singers would stop and yell at a techie. Not this one. He's a real pro, and gives the crowd a memorable moment.

Video thumbnail
Get in Touch

Let's connect

I'm always open to a good conversation — whether it's about a role, a project, or something completely different. Reach out via any of the channels below.

🟢 Currently open to senior content design and strategy roles — full-time or freelance, globally.

✉️
Email
djmcleod90@gmail.com
 💼
LinkedIn
linkedin.com/in/danieljmcleod
 📅
Book a session
Schedule time with me →
 📄
Resume
Download PDF →

Send a message

Drop me a note and I'll be in touch soon.

Room of failures door
Room of Failures
Failure is a part of life

How bold of you to enter

We must never fear failure.

Here are two case studies from recent applications. In each hiring process, I made it to the final round but didn't get the gig — for one reason or another.

I try to learn from all my mistakes, and am always happy to share and discuss them in positive, productive conversations.

Booking.com · UX Writer II – Flights · July 2025

Booking.com

3 UX writing tasks:

  • Delete an irrigation schedule
  • Tell users that spelling counts
  • Explain non-refundable rates
Application outcome 10/10 on technical, but weak storytelling in the final round caused me to lose out on the role.
Takeaway Be kind to yourself and try to relax more during final interviews. Practice storytelling using the STAR method — even before you have big interviews lined up. Take public speaking classes to try to improve presentation style and minimize pauses.
Global Relay · Senior Content Designer · January 2026

Global Relay

3 UX writing tasks:

  • Logout modals
  • Set up Apple Message archiving
  • Introduce a new feature
Application outcome Advanced to the final stage, but the role was eventually dropped entirely.
Takeaway In early interview rounds, try to really understand why they're hiring. What specific problems are they trying to address, what gaps are they looking to fill? Don't be afraid to ask tons of questions to grasp where the hiring team is coming from. This'll also help you understand how you fit into the team and what your life might look like if you get the role.
Champagne glasses

"Only those who take risks
drink champagne."

— Russian Proverb