
Principal Content Designer | SAP Concur | Vancouver
Journalist. Teacher. Content Designer.
I’m a design-thinking UX and content design leader with more than 20 years of experience helping brands build strategies to connect with audiences.
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

Latest · FUTURE OF UX · 2026
Less Is More
Calming product complexity with progressive disclosure
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
Senior Content Designer, Shopify
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, Shopify
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
Senior Content Designer, Shopify
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
Lead 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
Senior 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.



