Urmi Shah
UX Writer | Content Designer
Mumbai
5+ years of work experience
Oct 20251 yr 1 moPresent
On-site
Designed end-to-end content experiences for a new finance product across onboarding, payments, support, emails, and Help Center.
Built AI-powered content systems, prompt libraries, structured content models, and localization workflows. Designed Veda AI's personality, conversation flows, guardrails, and fallback experiences.
Established UX writing standards, terminology, and content governance frameworks for cross-functional teams.
Partnered with Product, Design, Legal, Compliance, and Customer Support to deliver consistent, trustworthy user experiences.
Sep 20241 yr 2 mosOct 2025
Mumbai Metropolitan Region
Led content design for user journeys across Dream11, serving 260M+ users.
Built the Dream11 Content Design System with reusable patterns, guidelines, AI tools, and templates.
Partnered with Product, Design, and Research to shape experiences from discovery to launch.
Defined localization standards and terminology for multilingual experiences.
Improved product clarity and usability through research-driven content decisions.
Jan 20231 yr 8 mosAug 2024
Mumbai, Maharashtra, India
Designed product content for dashboards, notifications, onboarding, and in-app experiences.
Contributed to the content design system by documenting reusable patterns and writing principles.
Collaborated with Product, Design, and Research to iterate content based on user feedback.
Onboarded new writers, created interview assignments, and participated in hiring.
Maintained a consistent voice and tone across multiple product experiences.
Oct 20223 mosDec 2022
Ahmedabad, Gujarat, India
Courses I pursued -
> Fundamentals of UX writing (UX Content Collective)
> Introduction to UX writing
> User research and Testing for UX writing
> UX writing in practice: Documentation and processes
Jun 20211 yr 5 mosOct 2022
Remote
Created product, website, blog, and marketing content aligned with user needs and business goals.
Improved content performance through analysis, experimentation, and iteration.
Developed reusable templates and contributed to style guides.
Mentored freelance writers through briefs, reviews, and editorial feedback.
Urmi’s AI Stack
Education
Advanced UX Content for Product
UX Content Collective
20262026
Fundamentals of UX writing
UX Content Collective
20231 yr2024
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