ADA
ADA
UX writing for AI & Cybersecurity
UX writing for AI & Cybersecurity
Visit proximus-ada.com
Turned placeholder content into a 5-page MVP
Crafted clear UX copy and microcopy for a tech-savvy audience
Aligned content with US English and Proximus brand guidelines
Integrated an SEO strategy to boost discoverability
Overview
ADA is Belgium’s first centre of excellence for artificial intelligence and cybersecurity. Its digital presence began as a one-page placeholder– enough to exist online but not to showcase its full capabilities. I was tasked with developing the UX copy and microcopy for ADA’s multi-page website that engages a young, tech-savvy audience and supports the growth of its ecosystem to over 150 local experts.
The social economy model, followed by cooperatives, tech-for-good organisations and many other enterprises, seeks to balance profit with social impact. These groups care deeply about equality, transparency and social responsibility. Yet their day-to-day work – from legal paperwork to collective decision-making – is often slowed down by outdated processes and a lack of purpose-built tools.
Autono set out to create a digital platform that captures the peer-led practises of collective intelligence and democratic governance, while easing the real-world challenges that come with them.
I led the UX research on this project, helping shape Autono's product market fit.
Outcomes
live pages launched
+
%
average session duration
3 Big Takeaways
Engaging UX copy strengthens brand voice.
Optimised information architecture and SEO improve discoverability.
Design content with accessibility in mind for future growth.
1.
Insights
User personas
The team provided six UX personas – including students, job seekers , education and research partners – and tasked me with writing for them while envisioning how to incorporate business personas for incident management and B2B.
The social economy model, followed by cooperatives, tech-for-good organisations and many other enterprises, seeks to balance profit with social impact. These groups care deeply about equality, transparency and social responsibility. Yet their day-to-day work – from legal paperwork to collective decision-making – is often slowed down by outdated processes and a lack of purpose-built tools.
Autono set out to create a digital platform that captures the peer-led practises of collective intelligence and democratic governance, while easing the real-world challenges that come with them.
I led the UX research on this project, helping shape Autono's product market fit.
Content analysis
I reviewed ADA’s existing UX copy and internal materials such as keynote presentations to fact-check products and services. I leveraged GPT for desktop research to translate complex AI and cybersecurity concepts into clear, engaging language.
I also conducted in-depth SEO analysis with Adobe Analytics, SEMrush and Mangools, identifying target keywords per page and benchmarking against competitors.
The social economy model, followed by cooperatives, tech-for-good organisations and many other enterprises, seeks to balance profit with social impact. These groups care deeply about equality, transparency and social responsibility. Yet their day-to-day work – from legal paperwork to collective decision-making – is often slowed down by outdated processes and a lack of purpose-built tools.
Autono set out to create a digital platform that captures the peer-led practises of collective intelligence and democratic governance, while easing the real-world challenges that come with them.
I led the UX research on this project, helping shape Autono's product market fit.
2.
A unified writing system
Styleguide
I drafted the copy in US English, following Proximus’s editorial guidelines for tone, spelling, and punctuation. I incorporated relevant AI and cybersecurity terminology, such as "deep dive" and "neural geek," and prioritised accessibility by adding alt text for images and providing a gender-neutral language guide for the English version.
The social economy model, followed by cooperatives, tech-for-good organisations and many other enterprises, seeks to balance profit with social impact. These groups care deeply about equality, transparency and social responsibility. Yet their day-to-day work – from legal paperwork to collective decision-making – is often slowed down by outdated processes and a lack of purpose-built tools.
Autono set out to create a digital platform that captures the peer-led practises of collective intelligence and democratic governance, while easing the real-world challenges that come with them.
I led the UX research on this project, helping shape Autono's product market fit.
Stakeholder Collaboration
I integrated my copy into a Figma UI prototype so stakeholders could visualise the end product and review clarity, tone, and accessibility of technical content.
I identified SEO gaps in the website’s structure, recommending expanded content such as FAQs and blogs to improve search engine performance and introduce missing personas, including B2B clients.
The social economy model, followed by cooperatives, tech-for-good organisations and many other enterprises, seeks to balance profit with social impact. These groups care deeply about equality, transparency and social responsibility. Yet their day-to-day work – from legal paperwork to collective decision-making – is often slowed down by outdated processes and a lack of purpose-built tools.
Autono set out to create a digital platform that captures the peer-led practises of collective intelligence and democratic governance, while easing the real-world challenges that come with them.
I led the UX research on this project, helping shape Autono's product market fit.
Outcomes
live pages launched
%
+
average session duration
Outcomes
live pages launched
%
+
average session duration