About

Hey there! I’m Fred.

Born and raised in New York City, I’ve mastered the art of dodging pigeons, navigating subway delays, and—most importantly—writing content that connects. My journey into writing started the way most good things do—by accident. A few catchy headlines and a lot of coffee later, I’ve built a career helping brands like Google, Kate Spade, Microsoft, and American Express turn complex ideas into content that clicks (literally).

What I Do:

I’m a content designer and UX writer, which is a fancy way of saying I make sure users get the right information, in the right place, at the right time—without yelling “HELP!” at their screen. My job is all about:

• Guiding users seamlessly: Think of me as your friendly digital tour guide, minus the awkward clipboard.

• Solving real problems: Delivering content that helps users complete tasks without breaking a sweat (or their devices).

• Creating consistency: Designing scalable systems so every interaction feels like it’s part of the same story—no plot holes allowed.

Here’s how I make it happen:

• Content Architecture: Organizing information so users don’t feel like they’ve been dropped into a digital maze.

• UX Writing: Crafting microcopy that’s clear, concise, and just the right amount of friendly—like a good neighbor but less nosy.

• Design Collaboration: Partnering with designers to make sure words and visuals work together like PB&J (or cream cheese and bagels, if you prefer).

• Systems Thinking: Creating style guides, voice and tone frameworks, and reusable patterns that keep content on-brand and stress-free.

My Approach:

I like to think of content design as part science, part art, and part “what can we make better today?” Here’s how I approach my work:

1. User First: Everything starts with the user—what they need, what frustrates them, and how we can make their day a little easier.

2. Clarity Is Non-Negotiable: Every word earns its place. If it’s not helpful, actionable, or delightful, it’s out.

3. Collaboration Is Key: I’m not just here to write—I’m here to partner with designers, researchers, and developers to create something seamless.

4. Content as a System: I build reusable frameworks and guidelines so the content scales and stays consistent.

5. Test, Iterate, Repeat: Because even the best ideas can get better with a little feedback (and some A/B testing magic).

Career Highlights:

• Wrote for Google, helping turn tech-speak into human-speak (you’re welcome).

• Designed chatbots that guide users to healthcare solutions without the awkward pauses.

• Partnered with cross-functional teams to make UX flows seamless, satisfying, and surprisingly delightful.

• Created inclusive voice and tone guidelines that make content feel like a warm hug.

Why I Do It:

Because bad content is like bad Wi-Fi—frustrating, avoidable, and capable of ruining your day. I believe content design is about creating experiences that actually help people, whether it’s finding the right doctor, navigating a complex process, or just getting through a signup flow without rage-quitting. And if I can make them smile along the way? Even better.

Let’s Work Together!

If you’re ready to tell your story, create scroll-stopping content, and design experiences that flow like New York traffic on a holiday (read: smoothly), let’s chat. Together, we’ll make something amazing—and maybe even laugh a little along the way.