HELLO

Why,

there!

I’m Jas, a Lead Content Designer

Lead UX Content Designer. Strategy-minded. Outcomes-obsessed.

Fond of a well-named Figma file

About me

From Wordsmith to Strategy Partner

I started as a content designer with a passion for clarity. Fast-forward 12+ years, and I’m leading content strategy across teams, shaping tone at scale, mentoring others, and embedding content thinking deep into product development.

I’ve worked across telecom, fintech, and non-profit spaces, always with the same goal: make content work harder, so users don’t have to.

I’ve written microcopy that made someone smile. I’ve negotiated tone with compliance teams (and won). It’s all part of the work.

Who I’ve worked with

What folks are saying

  • Anood Al-Samerai

    "I was impressed with how quickly Jas was able to understand our organisation's challenges and help solve them through a strategic and collaborative approach."

    CEO, Community Southwark

    Anood Al-Samerai

  • Annie Ly

    "It's rare to find team members like Jas that can operate and adapt, whilst bringing his UX and product expertise to the table."

    Impact Lead, Creative Impact Club

    Annie Ly

  • Ash Schofield

    "A real asset to our team with great contributions to enhance the giffgaff user experience"

    CEO, giffgaff

    Ash Schofield

  • Steve James

    "A productive & talented content manager. Jas can manage demand from all corners of the business."

    Head of E-commerce, giffgaff

    Steve James

  • Riaz Ali

    “Jas cares very deeply about great experiences, inclusive design and high quality copy.”

    Head of BI & Optimisation, giffgaff

    Riaz Ali

  • Eduarda Mendes Rodrigues

    "Data Science, Content & UX have been intertwined, from exploring UX to shaping the product strategy."

    Head of Data Science & Engineering, giffgaff

    Eduarda Mendes Rodrigues

  • Allie Lawrence

    "He takes initiative, solves problems, and works well independently or with teams."

    Director, Global Brand Strategy, Hyster-Yale

    Allie Lawrence

Case studies

Content work that made a difference, for users, teams, and the business. From £2.9M revenue lifts to scalable tone systems, here’s how I did it.

Maturing Content Design

I stepped in as UX Content Design Manager to build a scalable, mature content design function

Navigation,
Refined

Boosting Email
Referrals

Making UX
Matter

My blog

Thoughts on content, clarity, and scaling good practice. Strategy, systems, and lessons learned from the messy middle of UX.

NEW

Is it time to rethink the
title of content designer?

What comes to mind when you
hear the term “Content Design?”

Why no one takes
content design seriously

The writing principles that
guide users

Accessibility. It’s a shared responsibility

Let’s connect