Profile
I've led content and product design at some of Europe's most recognisable tech companies. I've established practices from scratch, grew and managed multidisciplinary teams, and raised the bar for design. My craft combines UX writing, content strategy, conversation design, localization and design leadership across surfaces and industries.
In-House Experience
Pleo
Director of Product Design & Head of Content Design
Sep 2025–present
Spend management platform serving 30,000+ businesses across Europe
- Leading a multidisciplinary team of product designers, content designers, user researchers, and localization specialists
- Design Director for Pleo's mobile app, self-serve, and onboarding experiences
- Building Content Design: voice and tone, patterns, and cross-product guidelines informing all product surfaces and local markets
- Leading conversation design for AI-powered product features
Wolt (DoorDash)
Content Design Lead
Jun 2023–Sep 2025
Global delivery platform in 25+ countries, acquired by DoorDash
- Established Wolt's content design practice: style guides, component-level copy patterns, AI tooling, and a shared glossary used across markets
- Did the highest-priority IC work
- Led a dedicated team of content designers
- Led content design and strategy across a three-sided marketplace
Spotify
UX Writer & Senior UX Writer
Dec 2019–May 2023
Global audio streaming platform with 600M+ users across 180+ markets
- Dedicated UX Writer to the Design Systems team, shaping language at a component level across Spotify's product surface
- UX Writer for the Soundtrap Hub and Platform Partner Experiences
- Contributed to central UX writing resources and cross-functional content standards
Contracts & Consulting
Lead Content Designer · Miro
Jun 2023–Dec 2024
Content design across Miro's core consumer products, including Miro AI
Staff Content Designer · Mentimeter
Aug 2022–May 2023
Established content design foundations; supported brand messaging and the B2B design team
Lead Content Designer · Chan Zuckerberg Initiative
Jan 2020–Apr 2023
Led content design and strategy on Along.org, an award-winning education tool
Course Director · Berghs School of Communication
Sep 2019–Mar 2024
Taught content marketing for 5 semesters online; transitioned to leading the 3-day in-person Content Design bootcamp
Additional consulting engagements with dozens of clients and on-going lectures at Hyper Island. Full portfolio: nicoletells.com