Building trust one notification at a time 🍼

Writing microcopy that feels like a companion: clear, supportive, and gentle enough for this stage of pregnancy.

Project: Amma Pregnancy Tracker
Role: UX Writer & Content Strategist Language: Spanish (LATAM)

The challenge 🎯

Pregnancy is personal. The kind of personal that comes with big emotions, scary symptoms, and deeply human questions.

Amma’s goal was to encourage users to explore the daily article feed — a curated hub of medically-reviewed content tailored to each week of pregnancy. But most users weren’t scrolling down far enough to find it. We needed to build a new behavior, through content that gently nudged without adding noise.

But this wasn’t just a performance problem. It was a trust problem. We were speaking to users navigating weight gain, test anxiety, hemorrhoids, and body image changes — often alone. Every word had to support them, not stress them.

My Role 👩‍💻

I was the sole UX Writer on this initiative, responsible for:

  • Designing a scalable push notification system in Spanish for LATAM users

  • Writing across 5 tone profiles: warm, playful, spicy, supportive, and culturally tuned

  • Collaborating with Localization, Product, Editorial, and Support

  • Ensuring all content aligned with medical accuracy and emotional sensitivity

Content Strategy 🧠

To move from “content that performs” to content that earns trust, I focused on:

  1. Tone mapping by topic ✅

Different pregnancy topics required different emotional tones. I mapped content buckets to tone styles:

Topic

Tone

Hemorrhoids, digestion

Playful or spicy

Weight gain, body image

Gentle, warm

Partner involvement

Warm, direct

Discomforts

Reassuring, casual

Supportive, clear

Tests & screenings

2. Message matrix 📊

I developed a matrix that mapped:

  • Trimester

  • User behavior

  • Topic

  • Tone

  • CTA format

This allowed the system to scale without sounding robotic — and ensured consistency across 50+ messages.

3. Emotional safety first 🫶

I reviewed all messages for tone-trigger mismatch.

For example:

❌ “¿Otra prueba más? 😓” (Too flippant for a serious concern)

✅ “Sabemos que dan nervios. Haz scroll al feed para conocer cómo se hacen y por qué son importantes.”

We also avoided anything that sounded judgmental or dismissive around body changes or emotional states.

Collaboration & Localization 🤝

This work wasn’t done in a silo. I partnered with:

  • Localization to ensure idioms and references resonated across Mexican and LATAM Spanish

  • Research team to identify FAQs and real user concerns

  • Product to define message timing and behavior triggers

  • Editorial/Medical to confirm language met health communication standards

Hands-On Localization in Spanish ✍️

I collaborated closely with my editor to localize over 50 push notifications into Spanish — not just translating, but adapting tone, structure, and cultural references for a Mexican audience.

Together, we pressure-tested everything from medical terms to regional slang. We rewrote phrases that didn’t land emotionally and refined expressions to strike the right balance between supportive, spicy, and medically accurate.

This partnership helped us launch faster with fewer editorial cycles, and laid the foundation for Amma’s five-tone localization system for future campaigns.

Sample Notifications ✉️

Results

✅ +25% increase in article feed engagement


✅ 5-tone localization system reused in future LATAM campaigns


✅ Reduced editing turnaround by 30% through direct collaboration with editorial lead


✅ Developed reusable phrasing patterns across spicy, warm, and supportive tones

Why This Matters 💖

This project taught me how to write for users in deeply vulnerable moments — and how to scale content systems without losing the human behind the screen. It’s about meeting people where they are, and saying the right thing at the right time, with care.

That’s the kind of content I want to keep building.