Hi, I’m Lori McNabb
Conversational UX | Digital Storyteller
For 15 years, I’ve been doing more than crafting content; I’ve been orchestrating moments that connect dots - and hearts - in customer experiences. Sprinkling them with ingenuity and a splash of storytelling magic.
Nice to meet you! Take a look around.
What drives me
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.
Expertise
Content Strategy & Management
As the product owner of CMS, I’ve worked in publishing for 15+ years. Establishing patterns to “create once and publish anywhere” and reuse and repurpose are the philosophy. Now my experience includes creating strategy for generative AI, prompt engineering and optimization, and LLM.
Conversational Writing
I have been leaning into conversational writing since 2011. Since then, I’ve been weaving in natural language because I think it makes your audience feel seen, heard, and connected. The right phrasing or tone can comfort, guide or inspire. To get it right consistently, I’ve enabled my teams with tone workshops and exercises and Voice and Tone playbooks.
Empathy and Inclusivity
Listening to the customer is the first step in creating content that meets their needs. I’ve found that accessible content is not for a small part of the audience, but it’s right for everyone. Example: Alt text is actually an accessibility and SEO best practice.
Conversational design
As a conversational designer, I map the steps of the two-way, in real-time conversation. Ensuring the user’s intent is cared for and that the user has a way to interact with us. More recently, I enabled designers by automating repeatable patterns (intros, segues, errors, handoffs, etc.) in our Figma plugin. We used the same tool to generate options for bespoke content that ensured tone consistency.
Content design
The user-centered process of content design is a roadmap. Content frameworks can impact a design by creating meaningful, accessible, and actionable information. At Wells Fargo and Forcepoint, have working knowledge and experience creating strategy for generative AI, prompt engineering and optimization, and LLM.
Editing
Good content is like a good conversation—tight, purposeful, and engaging. If it doesn’t serve a purpose, cut it. Balance context with conciseness, and let your message shine.
Real Use Cases
Leadership Use Case
Overgrowth in the UX Design & Content Ecosystem
We were a rapidly-growing UX team who’d undercared for the foundations. The design & content ecosystems became unmanageable, producing results that were inconsistent, unsustainable, and far from their full potential. To start yielding sustainable crops, to go back to caring for the basics, we’d have to use tools of the future.
A/B Testing Use Case
Breaking the Paper Habit
Long-time wealth clients were rooted in tradition, preferring paper statements despite the growing ease of going digital. We found more hurdles: our UX wasn’t intuitive and clients felt the only benefit was for the company. Changing minds meant making it easy to change and showing them what they could gain—not what we would.
Drop me a line.
Get in touch if you want to reimagine your content discipline or rescue a broken digital experience or campaign.
