Senior Content Designer

Content Design Ninja: Invisible to Users, Gold Dust to Businesses

I'm Caroline, a stealthy Content Designer whose superskill is seamless user experiences. Weapons at my disposal include AI-native content design, prompt engineering, AI quality assessment, and data-driven design strategy.

*In case you wondered, yes, I vibe coded this portfolio.

Explore case studies
Selected Work Focus

Case Studies

A few hand-picked projects to demonstrate how strategic content design can solve real user problems and drive measurable business outcomes.

Meta
User Reporting team, 2023 – present

Scam Protection Center

As the conversation designer for an entirely new, AI-native reporting assistant, I upskilled quickly in new tools, processes and tasks to refine agent voice, tone and behaviors at speed.

📈 Key metric: ↑ Report Quality
Meta Scam Protection Center Home Screen
Meta
User Reporting team, 2023 – present

User report quality

I led the content and experimentation design for a successful initiative to reduce the number of non-violating reports received and processed daily by Meta's review systems.

📈 Key metric: ↑ Report Quality
Read case study
Meta User Reporting Entry Point Menu Overlay
Meta
Creator Tools team, Mid 2022 – Late 2023

Creator tools in MR

Serving as the sole content designer on this high-exposure project, I established the foundational standards for content in Mixed Reality creator tools.

📈 Primary Goal: Meet Launch Deadline
Read case study
Creator Tools in Mixed Reality Interface
Skyscanner
Post-Report Experiences team, 2020

Flight cancellation experience

I redesigned Skyscanner's cancellation and refund user journeys into one, empathy-first, self-serve flow that reduced user frustration and calls to customer support.

📈 Key metric: ↓ Support calls
Read case study
Skyscanner Empathy-First Cancellation and Refund Flow

A Bit About Caroline

Based in Brighton, UK.

Content Designer, painter, budding author, whisky enthusiast.

Caroline Cotter

I'm a Londoner who moved to sunny Brighton about 5 years ago.

Over the last 10 years, I've worked on high-impact product experiences at Meta, Skyscanner, Lloyds Banking Group, and Booking.com. Most recently, I led content design execution and strategy for conversational AI projects that launched globally at Meta. With a background blending rigorous UX strategy, data-driven design and a wholly empathetic writing approach, I construct experiences that are intuitive, safe, and leave my stakeholders happy.

As a human, I'm an extrovert who's enriched by those around me, but I also love my quiet time. In work life, I love to mentor, teach and bring people on a whole journey with me in how I work; I'm really big on process, decision documentation and bringing key players into the weeds of the work as much as possible (because buy-in is much easier when people are emotionally bought-in!)