Tekstbureau Sans Plus

UX writer and localizer

specialized in the Dutch market

Anne von Gleich is a UX writer specialized in the Dutch market. She helps in UX research, provides content design feedback and rewrites (micro)copy. This is her personal portfolio page. Some facts:

  • BSC Business Management & MSc Marketing Management
  • 5 years experience in UX writing in multidisciplinary teams
  • 8 years experience in web texts (from rebranding to SEO)

UX is a team effort

A user experience depends on branding, design, function, usability, and content. But these aspects only pay off if they complement each other. If they don’t, the user will become confused or even disappointed. Therefore, I prefer to work with team members from all disciplines to maximize the experience.

Within this team, everyone should know their users: from their pains to their desires, as well as their cultural or even personal background. In addition, each team member must be aware of the technical and financial (im)possibilities of the project. I always try to maximize my value in the given time (or budget) I got.

When you joined the project, it all went a lot easier. I really enjoyed working with you. You are pragmatic, know how to switch quickly, and you can empathize well with what our target group needed. You are also very good at your job. The industry (recruitment) often requires improvising, and you have no problem with switching quickly nor the dynamics of the industry. I would love to work with you again in the future!

Marjon Terpstra
Senior Product Owner Software @ Olympia

I worked with Anne on UX/CRO projects where I was responsible for UX and strategy, and Anne did UX copywriting. Anne was (dare I say this) my favorite team member. She’s sharp and does not hesitate to question decisions if she’s not fully agreeing on them. Always constructive in her feedback, always delivers quality and is very consistent when it comes to her output. Brainstorming on the ideal flows and copy where a breeze and Anne is quick in getting to the core of what needs to be done!

Jorn de Vreede
Sr. Digital Strategist @ Youwe

Besides the fact that Anne is a good copywriter and understands her profession, she actively thinks along with devising concepts. She can look at things from a different angle, and she comes up with workable and pragmatic solutions for communication challenges. That was a breath of fresh air in the projects I worked with Anne.

Olivier Heida
Freelance UX/UI Designer

I had the pleasure to work with Anne von Gleich at Indeed from January to July 2022. Anne worked in the EU Team as UX Content Designer and Strategist to support the product and features localization in the Netherlands market. Anne works very proactively and with a very open-minded, positive, and result-oriented attitude. She has been able to manage complex projects and situations and she was always able to find high-quality results and solutions. She completes her tasks autonomously and diligently according to a well-thought-out plan and the company timelines.

Riccardo Lavezzari
UX manager @ Indeed
anne von gleich sans plus

TwinQels – human software

Freelance UX writer and copywriter. Working directly with the two owners, the developer and an external marketeer and UX designer. I worked in the start-up phase of the company.

anne von gleich sans plus

Tasks

  • Improve the wireframes of the website and rewrite the content
  • Test the app from A-Z and provide feedback on major and minor issues. From storyline (we are missing a screen) to details (this word does not make sense).
  • Discuss the feedback with the client and decide which issues will be solved now, later or never.
  • Edit all the app content that needs improvement.
  • Brainstorm on the problems/frustrations of the target audience and how TwinQels adds to the solution.
  • Writing awareness blogs which are tapping into above subjects, using positive psychology.

Challenges

  • Multiple target audiences, there is no ‘one size fits all’ communication.
  • Limited budget that has to be divided among the team.
  • A trial and error culture with limited use of research.

Solutions

  • Choose the most important audience first, keep rest in mind for longterm

  • Invest less in writing, more in editing, it saves time and money

  • Adjust lessons from general UX research to the context of TwinQels

Forever Living – localization from US to the Netherlands

Freelance chief editor and writer for the Dutch website of Forever Living, a worldwide company with a yearly revenue of $3.8 in 2018. I have been working for this company since 2019, when they launched a new website for the Benelux.

anne von gleich sans plus

Tasks

  • Rewrite the corporate content on the website.
  • Recruit copywriters to write weekly articles.
  • Advise which topics are more / less suitable to the Dutch market.
  • Brief copywriters, make them aware of translation pitfalls and provide feedback on the writing itself.
  • Edit the articles and send them on time to the translators for the Belgian Market (the French-speaking part).
  • A quarterly check on how the domain is ranking in Google. Discuss this with the content marketeer.

Challenges

  • Most sources for the content are from the corporate in America, so it cannot be directly translated
  • It is hard to sell Aloe Vera products to people who are not even aware of the strength of this plant and the company Forever Living

Solutions

  • Filter typical American storytelling and examples and replace them with Dutch alternatives.
  • Choose topics that are not directly linked to the brand, but topics that are of interest to potential brand ambassadors. To let the Dutch people get used with the brand name, first.
  • Write SEO-articles to build a strong domain without advertisements. Current status: ranking on 1461 organic keywords with 3000 monthly visitors.

Olympia (Co) – To bring your career to the next level

As UX writer I was the right hand of the strategist, developers, and testers for 9 months. The ‘key’ team existed of 16 persons, the group of stakeholders was ~ 40 people.

Concept in a nutshell

App overview

Tasks

  • Discussing the concept of the app with the stakeholders and team members, until the key propositions and goals are crystal clear.
  • Researching the language level of low-skilled employees, the main target audience at that time.
  • Creating universal writing rules to ensure that the language level is met, whoever writes the copy in the future.
  • Being briefed by developers about the different functionalities in the app, both UX and content wise.
  • Working sessions with UI/UX designers to experience which combination of tone-of-voice and design works best.
  • Writing the UX content for the app, such as the registration form, welcome message, information buttons, overview page, progress page, profile page, texts for chatbots, questions for personality test, buttons and so on.
  • Writing the copy the campaign that promotes single features of the app. Including social media ads, the landing pages and the follow-up e-mails.

Challenges

  • Making a complex and emotional topic (job automatization) attractive and accessible to think about.
  • Using language that could be understood by anyone who speaks the least amount of Dutch.
  • To work on a new concept without knowing how the target audience will perceive it.
  • Balance between the long and short-term ambitions of investors, managers and direct colleagues.

Solutions

  • Scrum working method, with a product owner, scrum master, testers, and other team members.
  • Keep each other updated through stand-ups, Slack messages and working sessions / collaborative brainstorms,

  • Asking a UX researcher to join the project and test the UX and content with the actual target audience.

  • Find and use tools to test if the desired language level (B1) is met. If not, try to find the reasons behind it and fix it.

Indeed – Web & app for job vacancies

With 250 million unique visitors per day, Indeed is the number 1 job site worldwide. As a senior UX Writer & Strategist at the Tokyo-based team, I provided feedback on designs/flows, support ongoing user research and optimize the content for job seekers & employers in the Netherlands. I worked in an international team with designers, researchers, marketers, and developers.

App overview

Web overview

Tasks

  • Making an audit

    report for the UX-flow in the app and on the website (content-based).

  • Aligning the tone-of-voice for all touchpoints on the website and in the app.
  • Attend user interviews and apply the feedback to the texts.
  • Localize American content to the Dutch users.
  • Provide feedback on new or adapted UX designs.
  • Participate in brainstorm sessions on functionalities and content ideas.
  • Rewriting content for the app and website.
  • Helping with translation requests.

Challenges

  • Broad target group – challenge to find a tone-of-voice that suits everyone.
  • Adapting an international feature to different cultures.
  • Decision-making process is unclear and slow due to the company’s size.

Solutions

  • Use a country-specific tone-of-voice guide.

  • Making a clear list of important priorities and ‘nice-to-haves’. 

  • Sharing research insights to explain content decisions.

Let’s make your product easier and loveable UX copy!