Hi, I’m Gabi.

UX and Content Design Lead.
Strategic thinker.
Research-rooted, accessibility-driven.
Scaling clarity across teams, systems, and screens.

I’m a UX and Content Design Lead designing scalable systems across Gaming, SaaS, B2B, and MarTech. I turn friction into flow and language into strategy, crafting experiences that are culturally nuanced and inclusive. With a background in service design, research, and cross-functional leadership, I bring clarity into complexity and help teams grow through structure, insight, and care. I’m a team-first collaborator, driven by curiosity and a love for seeing things happen. I design with heart and with results in mind.

The universe is made of stories, not atoms.

The universe is made of stories, not atoms.

Core capabilities

Strategic UX solutions

Precision metaphors, scaled systems, tone frameworks, naming with teeth.

UX Writing

Product language that holds tension between function and engagement.

UX Research-literate

Emotionally fluent, grounded in user needs, and allergic to jargon.

Accessible by design

AbleGamers APX certified, mobile-minded, inclusion-led, localisation-ready.

Management and mentoring

Care-first leadership that empowers people and drives results.

Snapshots of my work

Revolutionising accessibility in mobile gaming

For three years, I led Content Design for Candy Crush Soda’s unique accessibility features.

  • To implement facilitators for players with disabilities by reshaping the game experience around their needs, not as an afterthought, but as a core design principle.

    • Led discovery workshops and ideation sessions to identify and shape solution paths.

    • Refined recruitment profiles for players with disabilities and supported data collection + analysis alongside UX researchers

    • Informed menu labeling through a mix of iOS and Android benchmarking and real player mental models

    • Prioritized clarity, predictability, and inclusive language across all settings

    These inclusive features aren’t niche, they're actively used by hundreds of thousands of players. Since launch, over 270K players have enabled Precision Help, 230K+ have removed flashing animations, and many more rely on audio and visual customizations to play more comfortably.

Cutting through clutter: A navigation overhaul

Lead Content Design for the restructuring of Candy Crush Soda’s navigation system.

  • Candy Crush Soda is King’s second-highest-grossing title. As the game evolved, so did its navigational needs. I led content design for core infrastructural changes, collaborating closely with UX researchers, product designers, UI, and narrative teams.

  • As the sole content designer on the project, I delivered:

    • Player-centered research: Ran and shared qualitative UX research focused on iconography and labelling, ensuring terminology was intuitive across player cohorts.

    • Narrative and visual cohesion: Briefed narrative and art teams to ensure empty states were visually aligned with game tone and storytelling, as well as informational UX content.

    • Scalable content systems: Built and documented a reusable content framework for end-game sequences, iconography, labelling, and broader information architecture.

From purchase lag to big wins

Lead Content Design for Candy Crush Soda’s dynamic in-game sales system.

  • In-game sales offers were delivered through one-off pop-ups that lacked consistency in messaging, visual theming, and content strategy. This inconsistency diluted player trust and slowed down the production pipeline.

  • I spearheaded the development of a scalable, high-impact sales content system that improved both player experience and team workflow:

    • Built a reusable content library: Developed a modular system for all dynamic sales offers, enabling faster creation, better localisation, and improved alignment across global markets.

    • Localized themed promotions: Created tailored experiences such as a US-specific 4th of July offer, ensuring cultural resonance and regional engagement.

    • Introduced cross-discipline templates: Co-created a shared template system with the senior UX designer, later adopted by content, art, and monetization teams.

    This led to:

    • +10% upwards impact in special offer performance

    • 50% faster handoff-to-implementation time across the production workflow

Scaling impact with strategic research and tooling

Developed tools and led processes that embedded Content Design across multiple organizations.

  • I bring deep experience in qualitative UX research, especially at the intersection of communication, navigation, and iconography. My studies often focused on how UI and UX writing influence each other, and how players or users interpret content, labels, and flows in context.

    This research directly shaped:

    • Information structures that benefited not only content designers, but also UI and visual development artists.

    • Collaborative research practices in the sustainability sector, where I partnered with service designers to build bridges between user journeys and every content touchpoint.

    Because every UX challenge is also a content opportunity, my work consistently brought clarity, intent, and narrative logic to product decisions.

  • I’ve designed and implemented Figma plugins and systems that turned operational pain points into creative enablers. These tools support:

    • Content design frameworks and scalable terminology across full design pipelines.

    • Seamless UX writing handovers to product, engineering, and localization teams.

    • Faster localisation workflows, reducing duplication and turnaround times.

    • Better documentation for design systems, with patterns that scale across markets and disciplines.

    These tools helped bring UX writing into the heart of cross-functional collaboration, where content becomes not just a surface layer, but a strategic system.

Designing clarity into Circular Economy SaaS

Lead Content Design for Circular IQ, in partnership with the World Business Council for Sustainable Development (WBCSD).

  • Circular economy helps companies shift from a linear “take-make-waste” model toward sustainable, regenerative practices. Circular IQ’s CTI Tool. empowers sustainability teams to track and interpret complex supply chain data aligned with circular economy goals.

    I partnered with service designers and UX teams to shape the tool’s information architecture and user flows, ensuring clarity, usability, and data comprehension at every step.

  • I led the content design strategy to bring coherence, accessibility, and narrative logic to the CTI Tool:

    • Simplified complex sustainability data: Designed UX copy, labels, and guidance that turned dense material into actionable insights for business users and sustainability leads.

    • Structured clarity at scale: Shaped flows and hierarchy to support users as they prioritized environmental metrics, ensuring the interface supported both granular analysis and high-level reporting.

    • Scaled global adoption: The tool is now used by over 2,000 organizations worldwide, including Aptar, Microsoft, and Whirlpool.

    Read the full UX writing case study

Revolutionising accessibility in mobile gaming: A case study

Lead Content Design for accessibility innovations in Candy Crush Soda Saga, King’s most inclusive mobile title to date

  • Over a three-year partnership with a small accessibility task force, we led efforts to uncover and remove accessibility barriers in Candy Crush Soda. Through continuous qualitative research and direct player feedback, it was identified that visual and physical impairments were major reasons why players with disabilities disengaged from the game.

    Based on our research:

    • ~44% of Soda players self-identified as having a disability

    • Compared to 16% of the global population (WHO, 2021)

    Our goal was clear: reshape the game experience around these players' needs, not as an afterthought, but as a design imperative.

  • As an accessibility practitioner, my mantra is simple: accessibility = comfort. That principle shaped everything I did.

    I led Content Design and supported UX strategy for a holistic accessibility overhaul, collaborating with a UI designer, researcher, senior developer, and QA specialist. Together, we delivered:

    A redesigned Settings menu

    • Introduced an intuitive tab system and clearer grouping of features

    • Separated accessibility features into contextual categories (not hidden under an "Accessibility" label) to increase visibility and usability

    Benchmarking against mental models

    • Mapped player behavior against native OS settings (iOS & Android) and adapted flow accordingly

    Language that welcomes all

    • Removed technical labels that could gate-keep features, resulting in a “curb-cut effect”, players without disabilities also adopted the features.

  • As both content lead and co-researcher, I was able to help shape both patterns and pipelines. The outcome?

    • Faster handoff-to-implementation time (vs. previous settings updates)

    • Consolidated content documentation reduced QA cycles

    • Research insight directly informed UI and engineering decisions, creating a truly shared language across disciplines

  • We didn’t just build features, we helped shift mindsets:

    In-house design culture change

    • Accessibility is now seen as a default part of the UX process, not a later add-on

    Player trust and brand reputation

    • One Soda player told us:

      “This raises my opinion of King and Candy Crush as a whole.”
      – Soda player after testing accessibility options

    • The new features resonated across the entire industry, as seen in Forbes, App Store Editorial Highlight, Game Design Conference (GDC) 2025, etc.

    • Increased player engagement with the game through the new settings, adopted by varied player cohorts, proving inclusive design benefits everyone.

    What we learned

    An accessibility barrier is the outcome of a mismatched human interaction, not a personal health condition, as Kat Holmes once pointed out.

    This case study demonstrates that when we design for the edges, everyone benefits, users and business alike. By embedding accessibility into the very fabric of Candy Crush Soda, we set a benchmark not just for mobile gaming, but for digital product design as a whole.

What people say about me

  • Emilio Jeldrez - Associate UX Director, King

    “Gabi led and revamped content design in Soda. She quickly helped to bring coherence to the game content and aligned processes across different teams. Her proactive approach gives you full confidence that everything on her side will be handled with care, quality, and foresight.”

  • Adam Sullivan - UX/UI Designer, Electronic Arts [EA], Founder Space Ape Games

    “Gabi is a sharp, big-picture thinker who sweats the small stuff, too. She’s all heart, tells it like it is, and always puts players first. Smart, kind, and a total team MVP!”

  • Adrian Ledda - Director of Inclusive Game Design, Activision

    “I met Gabi during my initial formation of the Inclusive Game Design function across King, Activision, and Blizzard, and she was one of the first and most eager adopters of the practices around practical and effective inclusion for our games and for our players. Gabi is a thoughtful and innovative contributor, and helped to take her passion and learnings about accessibility and general inclusivity in a direction that more deeply embedded it into her own work, while also inspiring others to also be more conscious and more effective around inclusive design.”

  • Gizem Oncu - UX Designer Booking.com

    “I had a real pleasure to work with [Gabriela] not only because she did an exceptional job on the projects, but also because she is a great friend and an inspiring colleague. She is a self-motivated, wise, and self-disciplined person. Most importantly, she is open to the new, which makes her able to adapt and iterate herself and the way of her working continuously.”

  • Doug Kaufman - Design Director, King

    “Gabi is a strong advocate for the craft of Content Design. As industrious as anyone you've ever met in the industry. Broadly knowledgable about UX as well as the specialty of UX writing. Facile with more tools than I can even name. Incredibly knowledgable about UX design principles.
    Gabi is also able to teach and mentor others to upskill them in these crafts, and in my opinion, a thought leader in the UX and content organizations.”

  • Oğuz Özen - Senior Customer Success Manager, LinkedIn

    “Working with Gabriela was enjoyable and informative. She is smart, friendly, and very professional in her writing. She managed the whole content of the company [Insider] by herself, and I can say she is a great storyteller.”