22

years of working with words, from journalism to content design

8

scalable content design systems built for multinational orgs

7+

content designers led across three time zones as team lead

30+

locales served with targeted, localised content design

The Work

A selection of my UX and content design projects

Password

CONTENT DESIGN Systems

Building a cohesive content system for SAP Concur

Built a content style guide for product design, created the patterns teams ship with, and built the AI engine that made it accessible to designers and writers across the org.

Content systems

AI tooling

Naming

Public

DATA-DRIVEN CONTENT STRATEGY

Giving Shopify a content-driven facelift

Set the messaging strategy and global navigation design for Shopify’s homepage redesign across more than 30 locales, resulting in 3% conversion boost site-wide.

Content strategy

IA

Localisation

Public

CAMPAIGN OVERHAUL

Growing the 21 Day Coding Challenge

Led the creative overhaul of Lighthouse Labs’ JavaScript challenge, from user research to the new site flow, copy, and curriculum, resulting in a 78% sign-up boost.

Creative direction

UX

How I work

Three things I believe about content design


Start upstream

The best content decisions happen before anyone writes a string: in the naming, the navigation, and the story a product tells.


Systems over strings

One good error message helps one screen. A pattern, a style guide, and a component help every team that ships after you.


Build for scale

I turn guidelines into easily-accessible tools crafters can use in the moment, with governance so quality holds.

THE BRANDS

In-house, on contract, and as a consultant

Speaking and teaching

On stage, on air, and in the classroom

2024

Talk

Button conference

Data-driven messaging frameworks for content design

2023

Podcast

Content Strategy Insights Podcast

Messaging Frameworks for Content Practitioners · Listen →

2022

Lecture

California College of the Arts

Guest lecture · Where Content Design Meets Education

I speak about

Content design at scale

Brand messaging

Education and UX

Talks, workshops, panels, and podcasts.

THE PRAISE

From partners and colleagues

I had the privilege of working under Jenny at Best Buy. She is a thoughtful, empathetic leader and strategic UXer. Jenny guided our team through a reorg and helped us skillfully integrate AI into our workflows.

Her expertise in UX makes her a must-have in every strategy meeting and the way she empowers those around her makes her an irreplaceable leader.

Erin Lind
Product Designer, Best Buy

If I had to identify just one of Jenny’s superpowers, it would be her enterprise-level approach to content strategy. Because of the caliber of her skillset, Jenny was entrusted with co-leading and collaborating on major projects, including the complete redesign of Shopify.com, a revamp to a litany of merchant-facing Shopify landing pages, and the migration of all retail pages to Shopify’s proprietary headless CMS.

Jonathan McFadden
Staff Content Designer, Jobber

Jenny is a thoughtful, strategic content designer that can help brands tell their most important stories. At Shopify, Jenny created a compelling narrative for shopify.com’s redesign project. Jenny understands how to scale content design, and thinks deeply about content hierarchy, information architecture and taxonomy. Jenny is also a skilled UX writer and had impact across many of Shopify’s apps, desktop landing pages and key product surfaces. She cares equally about growth and maintaining high quality and is effective at negotiating the perfect balance.

Lizzie MacNeill
Director of Product Design, Shopify

Jenny was a critical content designer for our team as her background experiences and wide array of knowledge has helped us land on a great story and narrative to our projects. She was able to tackle every complex problem into a smooth flowing solution for our Shopify.com redesign and other high impactful projects during her time. She always kept a positive mind with blockers within the project and was capable of navigating through each problem to reach a solution.

Kyu Kim
Senior Designer, OpenAI

Jenny is the kind of writer that other writers go to when they’re having trouble finding the right words. She’s creative, kind, smart, and one hell of an editor. Jenny’s diverse background gives her a unique perspective on communication and design, making her a true content gem. If you get the chance, work with Jenny. You won’t regret it.

Faith Davis
Lead Content Designer, Atlassian

Think back to the last time you worked on a truly complex and maybe difficult project. The whole team was probably doing their very best, but there was that one person on the team you relied on to consistently deliver, consistently figure tough things out, and continually raise the level of everyone around them. Congratulations, you might have worked with Jenny Scribani.

Michele Knaub
Staff Technical Program Manager, Shopify

Jenny‘s content design style is bold, thoughtful and inspiring. She takes a holistic approach to any product she is solving for. Strong in her craft and an even stronger teammate to her peers. Jenny has a solid backbone in user experience design and thrives working with cross functional teams like SEO, PMM and beyond. Any team would be lucky to have Jenny on their side, she is one of a kind.

Kristen Altomare-Ciallella
Senior Product Designer, Shopify

I had the pleasure of working with Jenny across multiple projects and was impressed by her pragmatic approach to problem-solving and ability to consistently produce excellent results. Jenny was a highly cooperative partner to the SEO team, which speaks volumes about her versatility and adaptability. Her positive attitude and commitment to delivering the goods made her a joy to work with. She excels in the grey area of design challenges and anyone would be lucky to have her on their team.

Kyle Risley
SEO Lead, Shopify

Not only can Jenny craft a story that captures its audience, but she creates accessible content for anyone and everyone. Jenny can sit at the table with engineers, product designers, marketers, graphic designers, program managers, SEO specialists, and the lot and help create and elevate ANY piece of content. Working with Jenny meant that the program I was managing was in the best hands. If you want the confidence that users will be able to easily find and understand content – you need Jenny.

Mel Esterman
Technical Program Manager, Shopify

An excellent communicator who brings cohesion and clarity to the products and pages she works on, she is also a great collaborator. Working together, I always felt a sense of partnership in achieving our shared goal of creating the best possible experience. A consummate professional, she is a true content designer, advocating for and championing the people who would be using our products.

Tif Flowers
Staff Designer, Shopify

Jenny has single handedly created a culture of engaging and valuable content at Lighthouse Labs through a combination of introducing stronger guidelines, building a bigger commitment to excellence amongst our team, and helping us understand our values and heart within the stories that we tell at Lighthouse. Jenny was a pleasure to work with, was deadline and budget oriented, and overall lifted up our organization through the ideas we put into public through her leadership in content.

Jeremy Shaki
Founder and CEO, Lighthouse Labs

THE WORDS

Featured articles, guides, and other published work

Consulting | Scribbles Strategy

Need a content system, not just copy?

Since 2021 I’ve helped product teams audit their information architecture, write the standards they ship with, and train the people who’ll keep them running. Let’s chat about your content design needs.