---
title: "Urmi Shah - Lead Content Designer in Mumbai | Tal"
description: "Meet Urmi Shah, UX Writer | Content Designer based in Mumbai. AI stack includes claude code, cursor, and github copilot."
image: "https://tal.club/meet/urmi-shah/share-image"
---

# Urmi Shah on Tal

## Headline

UX Writer \| Content Designer

## Location

Mumbai

## AI stack

claude code

cursor

github copilot

## Work experience

Lead Content Designer at DreamStreet, Oct 2025 \- Present · 1 yr 1 mo, 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\.

Content Designer III at Dream11, Sep 2024 \- Oct 2025 · 1 yr 2 mos, 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\.

UX Writer \| Content Designer at CleverTap, Jan 2023 \- Aug 2024 · 1 yr 8 mos, 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\.

Professional development at Career Break, Oct 2022 \- Dec 2022 · 3 mos, 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

Sr\. Content Writer at Appitsimple Infotek Pvt\. Ltd\., Jun 2021 \- Oct 2022 · 1 yr 5 mos, 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\.

## Education

Advanced UX Content for Product, UX Content Collective

Fundamentals of UX writing, UX Content Collective

[View the original profile](https://tal.club/meet/urmi-shah)

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