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 rage 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, and hold up at scale. I use AI to go further, faster. But the thinking is always human.

Daniel McLeod
Content DesignContent SystemsInformation ArchitectureTerminologyTaxonomyGovernanceVoice & ToneLocalizationAI Language DesignUX ResearchUsability TestingAccessibilityContent StrategyContent DesignContent SystemsInformation ArchitectureTerminologyTaxonomyGovernanceVoice & ToneLocalizationAI Language DesignUX ResearchUsability TestingAccessibilityContent Strategy
Press and hold Press and hold
Case Studies

Work that moved the needle

See the needle. Watch it mooove.

TerminologyContent StrategyUX Research

Apply to rent —
Core language change

25% more rental applications, 16.6% lift in conversion. I identified a systemic language failure at the core of HousingAnywhere's conversion flow. Legacy booking terminology conflicted with how tenants actually think about renting. I rebuilt the language architecture from the ground up: research, stakeholder alignment, taxonomy, localization, and A/B testing across the full funnel.

HousingAnywhere · Rent Tech · 2024–25 · See it live →
Read case study →
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 designed and deployed an AI-powered editorial agent trained on our style guide, emotion maps, and product documentation. It gave Marketing, Support, and Sales the infrastructure to publish on-brand content independently, eliminating the content bottleneck and freeing Content Design to focus on systems work.

HousingAnywhere · Rent Tech · 2025
Read case study →
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
Read case study →
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
Read case study →
Scaling understanding of a complex credit model
About Me

I do words that move

I came to content design sideways, through marketing and linguistics. As someone with a lifelong interest in what makes writing work, I studied literary linguistics — a little-known field that looks at how an author's stylistic choices create meaning in a reader's mind. This instilled a permanent obsession with cause and effect. Why do some words succeed where others fail?

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.

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

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

So we can win together."

— Daniel McLeod
My approach

Bridging the gap

I design for users and organizations equally.

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 define the language that shapes what companies become.

Personal Truths
⛴️ Seasoned ferry 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… utter chaos.

Content design requires precision. Each and every day, over months and years.

I do use AI for some things. Like as a research tool. To iterate microcopy. To challenge my own assumptions. Or to help scale human-generated, human-tested content design systems across organizations. I even used it to build this website, albeit with tremendous hand-holding.

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

Someone who can keep AI in check, with structured guardrails. Who can navigate ambiguity. Admit when they don't know an answer, and dig deep to find it. Who owns up to their mistakes — because how else does accountability manifest?

Someone who brings teams together, lifts them up with the power of language, high above the status quo.

Someone who can give you 100%.
Obsessed with

Now isn't this inspiring?

Every now and then I share a clip that made me think, laugh, or see something in a new light.

Latest inspiration:

Why I love it

I don't have to have the whole machine built. Just get it out.

Video thumbnail
Get in Touch

Let's connect

I'm always open to a good conversation — whether it's about a role, a project, how insanely f#$%ed our economy is, or the future of human creativity and our purpose on this planet. Reach out via any of the channels below.

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

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

Culture
Writing

Culture
reviews

I also write reviews. I covered music, theatre, and the arts for The Upcoming — a London-based culture publication. Here's a selection.

Music
Death Cab for Cutie
Death Cab for Cutie

"Under purple floodlights the group appears and, without pause to take in the sold-out venue, the first warbly synth notes resound, drums kick in and Ben Gibbard's voice slices through the sonic haze, 'I dreamt we spoke, I dreamt we spoke again'."

Read review →
The Good, the Bad, and the Queen
The Good, the Bad, and the Queen

"We're here for The Good, the Bad, and the Queen – Damon Albarn's supergroup, reunited after an 11-year hiatus to deliver an epochal album on contemporary Britain."

Read review →
Peter Doherty and Carl Barât
Peter Doherty and Carl Barât

"When the curtain falls, there's a distinct sense that one dreamt the whole evening. In a way, it was a dream – one formed collectively over years and bound together by drink, drugs and – above all – love."

Read review →
Theatre
Jane Clegg at Finborough Theatre
Jane Clegg at Finborough Theatre

"In Jane Clegg, Ervine sought to dispel the 'half-witted heroine' in favour of a theatre of realism and social progress. Over a hundred years on, Jane Clegg is still as real as it gets."

Read review →
Spirit at the Puppet Theatre Barge
Spirit at the Puppet Theatre Barge

"What does it mean to be spiritual? To be imbued with, formed from, some intangible essence. Do all creatures have a spirit – and, as some cultures believe, is this also true of the trees, the fruits, the rocks and the sea?"

Read review →
Feed at Vault Festival
Feed at Vault Festival

"Occasionally, a play emerges that holds a mirror up to society and forces its audience to reflect on what it sees. Feed is this rarity, and the mirror is thickly silvered."

Read review →
Fiction
Writing

Short fiction

Published stories
Temporary Workspaces
Temporary Workspaces

"It's part of a plan to build a new workspace. This space we're in, it's temporary. Our box isn't meant to be permanent. Rather it's a transitional room they've dropped us into while our new office is being built."

Read in Storgy →
Ucluelet '94
Ucluelet '94

"That night we spent hours at the dining table. Deep in familial conversation, we tried hard not to think about what was happening, but in the silence between my father's stories my mother sat too still."

Read in Wildness →
Local Life — Popshot
Local Life

"I think back to the first time I knew she would leave. To a bonfire party two Augusts ago down on the riverbank on the outskirts of town, flames curling up to the stars."

Read in Popshot →
Blog posts
Writing

Blog
posts

I emboldened Holvi's tone of voice and filled our new blog with emotive lifestyle content — because entrepreneurship doesn't stop at 5pm.

Recent articles from Workaround
The Secret to Loving Work – A Freelance Story

"Do you love your job? Are you in love with it? That's what we expect to feel. Each day we're sold a story of work – online, on tv, in magazines, music and movies. We're told that work should be about two things: making money and finding fulfilment, our one true meaning as unique beings on this planet."

Read more →
Workaround – For the Boldly Self-Employed

"You've been here before, but… something's changed. Our old blog is emerging from its cocoon in a new-formed, evolved identity: introducing Workaround, for the boldly self-employed. Don't be thrown off by the new look, it's still the same Holvians you know and love dishing out wisdom."

Read more →
The Suffering

"Life isn't all sunshine, wildflowers and lemonade. It's work. Hard work. And while entrepreneurial passion isn't a prereq for a long and fruitful self-employed career, it can definitely help to temper the daily grind. The root of all passion is suffering, literally."

Read more →
6 Steps to Work Life Balance

"Look at any professional athlete's daily routine, like Usain Bolt in his prime. He wasn't an expert in all things. He focused on one thing, running super fast, and excelled in cheetah-like fashion – sort of like Audi's V6 engine but with a glowing smile."

Read more →
The Housemate

The
Housemate

At first, she and I did not know its needs. We let it hang about all day long and sit on the balcony, soaking up sun. Vaguely, we surmised that the sunlight filtering through would be converted to energy, the rain provide natural and sufficient hydration for it to grow and evolve with the seasons. After all, it did not come with instructions, and it simply did not occur to us that it may need special care.

In those first weeks and months it seemed to flourish without much thought. I would come home after a long day to find it back inside, glowing in the kitchen light, its spirits eager and glad. At night it curled neatly into itself or luxuriated about the tiny apartment, unfolding on couch or chair, stretching to great lengths. I marvelled at its variability and wondered whether I would ever get used to its presence in my life. She told me she asked the same.

As time wore on it gradually became more comfortable in my presence, and I grew more comfortable in its. Still, in those early days it would come as a shock to stumble home from the bar and find it standing in the entry, glaring, its fledgling feathers spiked in disdain. Its backlit figure cast a shadow that swallowed me whole; I shrunk and tiptoed down the hall in fear it may attack. Stories played in my mind, learned over the years from friends, books, movies, magazines — of jealousy, ire, vengeful attacks often ending in devastation and a return to solitude. In such moments it became clear that my choices mattered, though I held resolutely, if drunkenly, to my convictions, unwilling to cede control and allow it to dictate my behaviour. After all, I was the host and it a mere guest in my home. But in the morning guilt gnawed. My failure to negotiate this new kind of conflict weighed heavy, and so I made efforts to repair the damage, allowed concessions: left doors open when I would otherwise have preferred them closed, held my tongue at the loose feathers that fell on the floors and formed little nest-like mounds under the couch, the bookshelf, in the corners of each room.

What unnerved me most were its eyes, always peering at me. They frightened me with their sincerity and made me feel watched in my own home, stole furtive glances or stared expectantly until at last I had to admit this space was no longer only mine but something we shared, for better or worse. At any moment I might look up to find it gawking wide eyed in wonder, bewilderment, or perhaps fear, for I did not yet understand its mind in any real sense. And so I guessed and often got it wrong, and learned.

In time this feeling of being watched would start to feel more natural. Weeks turned into months and the initial awe in its gaze mellowed to appreciation, meek curiosity. I hoped it would not soften more or vanish altogether. Or worse, fall upon someone else. Its eyes, still on me as I moved around the apartment cooking or cleaning, had now begun to feel welcome. Soon I would find myself glancing up only to feel a small pang when I did not meet its gaze.

It happened suddenly, our realisation that it in fact needed care: a moment of panic in which its languishing health was suddenly so apparent she and I thought we might lose it forever. Despite its access to the elements its scales were dry and cracked. Its feathers had lost lustre, their oily iridescence gone. They littered the floor more than usual. The only sound it made was a croak and instinctively we knew how to care for it. We cradled it, weak and helpless in our arms, and nurtured it back to health, whispering words we didn’t know we had. Words that came from within, a place we thought lost to time: memories half forgotten of warm milk, lambskin blankets and lullabies; of bedtime stories, the smell of summer air at dusk and the sound of sprinklers on grass, glow-in-the-dark planets and stars, gleaming bone-green overhead on a black ceiling at night. We held it tight as we rocked gently, felt its strange body twist and collapse into the crooks of our arms, its weight heavy on our thighs. We fed it boiled carrots, hardy greens and scraps of meat from the fridge, felt its purring strengthen and reverberate through us as it crunched down on gristle.

Later, we discovered it had eaten all our tins of sardines in the pantry, colourful keepsakes from a summer trip to Portugal.

Not only this, but it demanded ever more attention. Where once it had been content to lounge silently around the apartment or hide in shadow under the desk, it now sat front and centre on the living room floor, contorting its body expectantly. It would coil its arms around our shins and stare up, yellow eyes glinting. We’d hear it ratcheting from the other room, feigning pleasure or guffawing loudly, trying to catch our attention. Claws would scratch at closed doors and its ludicrous dancing grew increasingly audible in the next room, footsteps lurching to an awkward beat. At first this was a nuisance, a frustration we railed against. Soon we grew used to it. The creature’s quirks filled the empty space between one thing and another, and gradually we came to realise it was these hitherto empty moments that comprised so much of our lives. Moments in which nothing much happens, which we would otherwise have spent preparing for life.

We no longer had time to prepare, and so, unready, were thrust into the world and forced to exist at all times. It was exhausting. Exhilarating. We felt ourselves beginning to change shape. The words we used to describe ourselves to others changed.

Organic peanut butter, cans of smoked line-caught salmon. Our packets of instant noodles, too, were consumed in full.

We had always known these creatures existed. Yet still it came as a shock to find one actually living in our midst — and, to all appearances, settling in for the long haul. Soon our lives began to form around it. Friends took time to negotiate its presence. Some fared better than others. New acquaintances were scrutinised and the bad ones promptly devoured, torn into and dismembered more or less upon arrival and swallowed, never to be seen again. We didn’t mind. This we accepted not as a sacrifice, but a natural course. In a strange way it gave us strength to witness its savagery. We washed the blood from our floors and used the chance to mop up stray feathers. We didn’t complain. Its teeth sliced through long-standing ways of being until all that remained was mutually beneficial, symbiotic.

Some days its body would swell and take up the whole apartment, suffocating us. Others we would hardly notice it. Slowly, persistently, a balance was found. We hoped it would be enough, and wondered how others managed.

On perfect nights we did nothing special. We stayed at home, spraying mists of water over its scales and wiping it clean, brushing its long back, preening feathers right down to its tail as we whispered urgently to one another in our shared language. Its presence now felt indispensable. We could not quite remember our lives before its arrival, nor could we imagine our futures without it. Our bodies wrapped into one another as we sipped whiskey and fell asleep on the couch to the sound of its deep, violent purrs, like some ancient motorcar, robust and indestructible, roiling steady, a great metal behemoth that would run forever and roll us safely into the future.

Other nights we did not sleep. Instead we lay awake fearing that no matter how hard we might try we could never hope to truly understand such a beast. And as we leafed through scenes from our past all we saw was this creature and we felt ourselves overrun, our dreams, once distinct, compromised, never fully reached, taken over by this inhabitant whose presence loomed all-consuming and inexorable in our minds, whose grotesque, uneven snoring ensured no sleep would come.