María Alvear

Patient-facing digital products and conversational AI

• Designing a shared voice system for a patient-facing AI agent, separating core voice, contextual guidance, and reusable response patterns from model-specific implementation.
• Designed and built an internal content agent in Microsoft Copilot Studio, including its system prompt, knowledge base, intake, and routing for generating, auditing, and consulting on UX copy.
• Led a rubric-based evaluation with five designers. Feedback identified overly long responses and an unsupported answer after user insistence, informing knowledge and scope changes.
• Restructured web-based guidance into Markdown files and strengthened scope and handoff rules. In follow-up testing, the agent maintained the previously breached boundary; broader rollout awaits licensing.
• Led a content sourcing and governance audit across a marketing site and patient portal, and presented ownership, structure, tagging, and risk findings to executive stakeholders.
• Partner with designers, researchers, and engineers; contribute content rules to an internal Figma guidance plugin.

Bilingual financial coaching platform

• Reframed a translation assignment into the platform’s first bilingual content system, securing support from Product and management for shared standards and governance.
• Audited content and interviewed coaches and cross-functional partners; defined terminology, content patterns, and translation approaches for Growth, Session Experience, and Legal.

Insurance products across B2C and B2B experiences

• Led conversational content design for an AI assistant across 25+ scenarios, defining voice, error handling, escalation guidance, and boundaries for compliance-sensitive flows.
• Built an internal Copilot content assistant grounded in product guidelines, reducing copy drafting time by 20% while supporting a one-person content practice.
• Established reusable content patterns and product standards with Marketing and Product across web and mobile.

• Localized health content from English into Spanish, contributing to a 25% increase in push notification engagement; informed recommendations through audits, journey mapping, and research.

Digital banking and payments

• Led content strategy for an investment launch with Design, Product, Legal, Marketing, and the Head of Investments; the launch attracted 1,000 sign-ups in 24 hours.
• Established content operations with Jira intake, mentored three junior writers, and created onboarding wikis and a bilingual string system and glossary in Lokalise.

• Reorganized developer-portal information architecture and content taxonomy, reducing support tickets by 17%.
• Defined product voice and brand guidance with Marketing and designed WhatsApp lead-generation conversations.

• Established the company’s first UX writing practice, expanding an initial content-writing role into product strategy, a brand workshop, and voice guidelines with the Head of Marketing.

• Designed onboarding, authentication, and transactional experiences with Research and Product. Led a referral concept from research to detailed design; it attracted nearly 1,000 sign-ups in two days.

Advertising copywriter, Viviré Creative Studio (2019); freelance health and lifestyle copywriter (2018–2019); founder and editor, Lodice María Online Magazine (2017–2018). Co-conceptualized Malta India’s “Como tú no hay dos,” recognized at the 2019 Premio Cúspide.

• Built and shared an AI tool using the Claude API to audit interface copy against a weighted rubric and generate alternatives. Two designers adapted it into their own tools in different languages.

• Published a practical AI for Content Design guide purchased by 18 customers, alongside frameworks for bilingual content systems and content quality review.

• Taught UX/UI students about systems thinking, working in AI-first environments, and connecting design decisions to business goals and team constraints.

Content strategy · UX writing · Voice and tone · Conversational design · Content systems and governance · LLM prompting and output evaluation · Information architecture · Accessibility and plain language · English and Spanish localization · Cross-functional alignment

Figma · FigJam · Jira · Confluence · Notion · Lokalise · Microsoft Copilot Studio · Claude API · ChatGPT