Luigi Parrini | UX Writer

Hey! This site showcases my career highlights, relevant works, publications I wrote and presentations I gave on conversation design.

During my professional journey, I've developed a thorough perspective on how people, institutions and brands talk. I began my career in journalism, with focus on text editing, then worked on secondary education until finally getting into technology, as a Conversation Designer and UX Writer.

My specialty is to assess how each interaction can impact on a experience. In collaboration with a whole spectrum of stakeholders, I define narratives that make product simple and efficient for users.

My communications, linguistics and education backgrounds refined my sensibility to multiple expression and comprehension formats. I bring that understanding to develop digital products.

Journalism

I worked as a web editor in two news outlets in Brazil (Terra and G1). In the latter I adapted stories from one of the biggest Latin American TV channels (TV Globo) to web formats.

I also developed projects that used data and subject matter experts to give more context and depth to TV news on their websites, in addition to social media accounts management of these pages.

WHAT I LEARNED

Fast deliveries
Agillity on dealing with different media
Great responsability with large audiences and trustworthy brands
Collaboration with many company departments

Education

After a 3-year experience with journalism, I embraced the opportunity of working on a team dedicated to assignments proofreading in one of most prestigious private schools in Brazil. I also taught writing techniques and grammar applied to writing there.

Besides that, I teached Brazilian Portuguese as a volunteer to immigrants and refugees at a public school in São Paulo.

WHAT I LEARNED

Contextual and deep text analysis
Mediation between oral and written language
Dealing with multiple stakeholders: direction, teachers, students, parents

Conversation design

Those previous experience with journalism and education made me able to work with VUI design, a conversation design modality.

At Mutant, I developed IVR and chatbot customer service personas for important clients such as Vivo (Telefónica group), Claro and other retail, banking and aviation companies. This work consisted of brand analysis, research with employees, storytelling and linguistic patterns setting, in order to build dialogs and leverage voice actors directing. In addition to those personas, I used to work in language style guides and UX Writing consultancy for those clients.

Besides that, I trained newcomer VUI designers on linguistic prejudice and oral communication writing and was involved in corpora building for a text-to-speech (TTS) solution development.

WHAT I LEARNED

Content building and managing
Intense communication with internal and external stakeholders, with varying expectations and deadlines
Expertise in a fast-growing area

UX writing

In 2021, I worked as a UX Writer at isaac, a startup that provides financial management services for more than 400 Brazilian private schools in just more than a year of operation.

As the first Product team UX Writer, I developed:

Content creation and curation in B2B and B2C platforms
Content style guide focused on Product teams
Research, prototyping and testing of content-driven projects

WHAT I'M LEARNING

Building an area in a fast-growing company
Collaborative work with simultaneous Product teams (Onboarding, B2B, B2C, Credit...)
Balancing DesignOps with strategic content development