Content Designer | UX Writer | Bilingual | Brazil
Nice to see you here. I just might be what you're looking for.
Hi, I'm Clara Fadel. For 10 years, I've been writing for Brazilian and global brands, with a background in advertising and over 6 years dedicated to UX Writing. I deliver messages that are clear, simple, and with that special spark of someone who truly loves what they do. AI is fully integrated into my work, serving as a facilitator and accelerator, strategically and across the board. Want to know more? Let's talk.
Based in
Salvador, Brazil
Brands I've worked with
I built an AI tool anyone in the company can use, and the numbers spoke for themselves.
I wanted something simple, that anyone could use, not just the people who write. In the end, it's technology that frees the team for the work that really matters.
UX Writing team productivity
reduction in time spent creating alt text
saved in just 1 month of alt-text tasks
I reorganized a major automaker's post-sales, and it ended up becoming the model for the whole group.
I made the menu more intuitive, the content search-driven and the flows much simpler across the services, accessories and genuine parts pages.
stakeholders interviewed
pages analyzed
competitors studied
I led the internal writing guide that aligned the company's content choices.
9 chapters of editorial standards, each with guidelines and real examples, from numbers and punctuation to error messages.
Read the full case study →I'm leading a cross-disciplinary SEO initiative inside the company.
I took the SEO conversation beyond the content team, bringing in Business, Technology, Experience and Authoring leadership. Today, it's a cross-functional initiative across the company.
Metatags easier to find
I reorganized how we present metatags in Figma so UX writers, designers and authors can find and add them at authoring time, without depending on the content team.
Workshops that map the problems
I facilitated 1-hour workshops with UX writers, POs, designers and authors to fill an impact-vs-effort matrix and assign owners on the spot, opening each session with an intro to SEO concepts and terminology.
Docs that teach SEO
I wrote and shared materials that explain SEO in plain language to every area, such as a guide on heading tags, why they matter and how to apply them day to day.
UX writing connected to SEO practitioners
I bridge the UX writing team with relevant SEO practitioners in the industry. In these sessions, we discuss topics like GEO, LLMs and long-tail keywords.
On the technical side, I use AlsoAsked, Google Trends and Semrush to map bottlenecks and prioritize the fixes that move the needle the most.
The projects that got me here.
“Want Domino's? Just ask.”
Designed the full conversational flow for the first pizza-ordering channel via Alexa in Brazil.
Meio & Mensagem ↗“Time to play”
Conversational flows for interactive stories featuring Disney, Pixar, Marvel and Star Wars characters, so kids could play with voice assistants.
Meio & Mensagem ↗Gira Verão Skol campaign
Website giraskol.com plus digital and point-of-sale assets for the summer promo: 2 cases of Skol earned 3 months of free music and a spin on the prize wheel.
TIM, Arezzo, Exame, Prudential and Ton
Creative copywriter for TIM Brasil's Instagram (2018–2019) and for ZZ' Mall (Arezzo), Exame, Prudential Brasil and Ton by Stone (2020–2021).
“Life insurance: no more myths!”
Scriptwriter for the 2021 live with Nathalia Arcuri and copywriter for all the digital promo assets.
Merchans on Encontro com Fátima Bernardes
Creative copywriter for Ton's brand integrations that aired on Rede Globo's morning show.
I've been writing for 10 years, 6+ of them in UX Writing across large-scale digital projects for global brands. I've worked at multinational agencies and tech companies, crafting microcopy, conversational flows, tone-of-voice guides and SEO strategies applied to UX.
I'm a middle child who's a little tired of the same old, so I love to question the obvious and propose clearer paths. I've lived and worked in Sweden and Germany, where I earned a degree in Digital Media Creative from Hyper Island. My focus is accessible, inclusive content aligned with business goals, always with clarity at the center.
- PortugueseNative
- EnglishFluent
- SpanishIntermediate
- SwedishBasic
Hyper Island
Stockholm, Sweden · 2016 to 2018
Digital Media Creative