Hi, I’m Lori McNabb
AI-Powered Content Director
Specializing in GenAI,
Conversational Design & UX Innovation
For 15 years, I’ve been doing more than writing content; I’ve been orchestrating moments that connect the dots - and hearts - in customer experiences.
I’m on a quest
To make the digital world feel less like a machine and more like a conversation.
It's not just about connecting customers to brands—it's about making workplaces more human and building genuine connections.
Sure, I structure information, but I add a splash of storytelling magic and sprinkle a little ingenuity into those smooth interactions.
My expertise
Leadership
I’ve found that leading is a lot like improv - you read the room, adapt and tailor your approach to every moment. It’s about creating a safe platform where ideas and the people who created them can shine. I know when to take the stage, share the spotlight or just set up the scene to let others to step forward. I’m always ready to jump in and make an impact.
Content Ops
Content operations is like managing a farm that could easily go wild. Think about it – without proper content ops, your digital presence becomes an overgrown mess where your best ideas get buried under weeds of disorganization. I've seen it happen too many times! Good content ops keeps everything flowing smoothly from creation to distribution. Read how I transformed UX at one company.
Content strategy
Years in publishing has taught me one thing: content is king but strategy is queen. From CMS ownership to taxonomy and content modeling, I help companies create scalable content.
Content writing
Conversational writing isn’t just what you say—it’s how you say it. The right tone is the difference between giving someone a nudge or a shove. I believe that a thoughtful tone can reassure users when they’re stuck, celebrate their wins, and soften missteps.
Empathy and inclusivity
Empathy isn’t just a value—it’s a strategy. I believe accessible content is better for everyone—not just a select few.
Conversational design
Conversational design is where intent meets thoughtful interaction. I like the complexity of non-linear flows, predicting where the conversation will go and adapting to the user in real time. Now, that’s what I’ll talking about.
Content design
I’ve always thought that writing UX content has always been about content design. As a visual thinker, I need to create a roadmap of the experience. Moving into the discipline of content design is intuitive.
Editing
Editing is less about what you remove; and more about what you reveal. When it’s done right, you end up actually amplifying the message.
Use Cases
Leadership in action
Transformation
UX Design & Content Overgrowth
As a rapidly-growing UX team, we prioritized the user above all else. Admirable, right? Except that we had neglected design foundations. In no time, our designs were inconsistent, unsustainable, and far from their full potential. Going forward, we would need to get back to basics.
A/B Testing
Breaking the Paper Habit
Long-time financial advisory clients were rooted in tradition. They actually resisted the going digital. Like many consumers they were fearful and skeptical. Changing minds was going to be tough.
Reach out
Want to talk content? Hit me up—I promise compelling replies.
