I make products feel humanwithout sacrificingbusiness goals.
I’m Mohammed Raza, a content designer with eight years across Amazon Prime, Crunchyroll, Shopify, TurboTax, and Alaska Airlines, on products that have reached over a billion users. I write end-to-end experiences for membership growth, ad-tier conversion, and AI personalization at 400M+ scale. In parallel, I build the voice frameworks, content schemas, and AI taxonomies they ship on. I think in five tracks at once: AI, content systems, team cohesion, brand identity, and trust & compliance.
I think of myself as a content canary in the design systems mine. My work is surfacing what would break trust before it ships, building the content systems and culture that scale that judgment, and giving every team the tools and confidence to make those calls themselves.
Today’s rack · selected work
How Prime earns loyalty.
I led Prime's value communication framework: the research synthesis, the system architecture, and the rubric ten Membership Growth teams now ship from. Three parts: the framework, the work applied to membership growth, and the LLM-led celebration system the rubric scaled into.
- Value Communication Framework
- Pillars × principles × tones architecture
- Per-segment messaging matrix
- Surface-by-surface lifecycle copy
- Rubric scorable from day one
- Rolled out to ten growth teams
- Scaled to LLM-led milestone copy
- Operational artifacts shipped, in use today
Making tax law feel human.
A high-stakes FBAR filing flow was abandoning users mid-flow because the language read like federal regulation. I built a five-phase content engineering workflow on Writer.ai that combined prompt engineering with structured legal review, then rewrote the flow line by line with every legally immovable term preserved.
- Five-phase content engineering workflow
- Four-point quality checklist
- Three content principles
- Three documented rewrites at line level
- 341% FBAR adoption, year-over-year
- −24% time-to-complete on the FBAR flow
- +19% Premier-tier filer retention, year-over-year
- Workflow documented for team transfer
Abandonment to adoption.
Twelve percent of Shopify merchants used Marketing Analytics. The rest opened the tab and closed it. The data was already there, but the interface gave merchants no reason to trust the numbers and no path to act on them. I led the content strategy that turned a reporting tool into a decision-making system.
- Cross-platform terminology audit
- Twelve-merchant shadowing study
- Three content shifts (Feature → Task, Causation → Attribution, Builder → Analyst)
- Three-part tooltip pattern
- 12% → 28% Marketing Analytics adoption
- +29% Attribution page engagement
- +37% Automation activation, Q1 post-launch
- Adopted across Marketing products
A rebrand built on systems.
A ground-up TV rebrand for 25+ markets. Influenced the manga-illustrated visual direction from concept reviews onward and built the content systems beneath it: taxonomy, metadata hierarchy, localization framework, measurement rubric.
- Bilingual welcome strings + truncation rules
- Editorial vs dynamic rule set
- Four-bucket module taxonomy
- Cross-team copy workshop methodology
- 5 internal teams adopted artifacts
- 25+ markets on one welcome system
- Founding vision greenlit by CEO
- Measurement rubric established with data
When the ad is the product.
Crunchyroll had always run ads. What it didn't have was content design thinking behind them. As the only content designer in the org, I founded the practice from scratch and applied it to the ad experience across CTV, mobile, and web, for 10M+ members in a high-distrust environment.
- Pre-play, core-play, post-play system
- Counter-as-contract pattern
- Member-state signal system
- Privacy and consent UX
- 0 to 1 content practice founded
- 10M+ members across CTV, mobile, web
- −30% support contacts after shipping
- +18 pts NPS, ad-tier members