Available to hire
Hi, I’m Alistair Smith. I’m a content designer and conversation designer who believes well-structured language can transform user experiences. Over the past 15 years I’ve designed content for apps and large sites, audited complex systems, and led cross-disciplinary teams. Lately I’ve been digging into AI-driven content with a focus on tone, trust, and context, while staying rooted in solid content design principles.
Outside work I draw on my music background—I’ve recorded, mixed, and produced albums, and I stay curious about sound, UX, and storytelling. I’m a native English speaker with conversational French, and I enjoy collaborating with others to ship clear, useful experiences that people actually want to use.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
French
Advanced
Work Experience
AI content designer / context engineer at Wise
November 1, 2024 - December 1, 2025Collaborated with data scientists and engineers on the Wise Assistant, an LLM-based chatbot to improve the customer contact experience. Focused on tone and style, experimented with tones of voice for customer frustration and aggression, and ensured the bot could access accurate information by crafting and chunking fact repositories, honing system and orchestration prompts, and scripting LLM procedures.
Content strategist / senior content designer at BT
November 1, 2023 - November 1, 2024Led content strategy to consolidate two BT b2b sites into a single BT Business domain. De-duplicated content, persuaded product owners to retire legacy material, and built content around evidenced user needs rather than internal jargon and business goals.
Content designer at SeeTheWorld
January 1, 2023 - November 1, 2023Carried out a data-driven content audit to reduce sprawl across resort sites, focusing on key revenue-generating areas and improving findability and relevance of content.
Senior content designer at BT
May 1, 2022 - December 1, 2022Senior content designer helping build a portal to curate apps for small businesses within the BT ecosystem. Focused on communicating app benefits through short, accessible copy to encourage digital adoption.
Content designer at BEIS
February 1, 2022 - May 1, 2022Led content design for a Brexit-era Regulated Professions data service, including microcopy, form labeling, and translating jargon for UK professions.
Senior content designer at Department for Business, Energy and Industrial Strategy
February 1, 2022 - May 1, 2022Led BEIS service to provide data on UK professions post-Brexit; translated jargon, performed microcopy work, form labeling, and helped standardize profession data in collaboration with UR.
Conversation designer at Aktiv Research
August 1, 2021 - October 1, 2022Part of a small agile UX team developing a COPD web app; crafted motivational conversation that guided users through exercises and challenges to support lasting behavior change.
Senior content designer at Government Digital Service (GDS)
September 1, 2019 - May 1, 2021Helped ensure GOV.UK remained a trusted source of truth during Brexit and the pandemic, including content for furlough schemes and rapid information updates.
Senior content designer at Department for Education
February 1, 2019 - July 1, 2019Reworked intranet sections in line with GDS style guidelines to improve navigation and readability.
Freelance copywriter at Various clients
September 1, 2018 - February 1, 2019Wrote web and brochure copy for clients including NACRO, University College London and the London School of Economics and Political Science, delivering clear, accessible content.
Senior content designer at Department for Work and Pensions
April 1, 2017 - September 1, 2018Senior content designer in the UX team for the Universal Credit (UC) digital service; simplified the application process, collaborated with researchers and developers, and prototyped pages in a dummy environment before going live using GitHub.
Senior content designer at Citizens Advice (CA)
June 1, 2016 - April 1, 2017Team lead for a stream addressing ending relationships; collaborated with GOV.UK and MOJ researchers and designers to improve the wider user journey; shared research and ran pair writing sessions.
Senior content designer at Citizens Advice
June 1, 2016 - April 1, 2017Team lead for a stream on ending a relationship; collaborated with researchers and content designers at GOV.UK and MOJ to improve the wider user journey; shared research and conducted pair writing sessions.
Content designer at Government Digital Service
August 1, 2014 - June 1, 2016At GOV.UK, ensured every sentence answered a user need and was backed by analytics and research; worked in an Agile environment and acted as a 2i reviewer, publishing content from other designers.
Education
Bachelor of Arts (Hons) Degree in Music (2:2) at Oxford University
January 11, 2030 - March 10, 2026BA (Hons) in Music at Oxford University
January 11, 2030 - March 12, 2026Qualifications
Bachelor of Arts (Hons) in Music
January 11, 2030 - March 12, 2026Industry Experience
Government, Telecommunications, Travel & Hospitality, Software & Internet, Financial Services, Media & Entertainment, Non-Profit Organization, Education, Professional Services
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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