Shape the problem first.
A weak brief makes a weak product. I rip the brief: what's the problem, how do we know, how will we know we solved it.
At PayPal, one generic download message became three, one per cohort. Downloads grew 4x.
Amit Singh · Staff Content Designer, Intuit
Fun with copy.
I started by writing the words.Then I built the systems the words live in.Now I design the structure AI agents speak from.And I grow the teams that do it with me.
14+ years at Intuit, Expedia, PayPal and Ola. Products for 300M+ people. Speaker at Button 2026.
✱ Receipts, not adjectives
300M+users servedPayPal statements and taxes hub Scale
30Mapp downloadsdriven at PayPal Result
$40M+in revenueacross the products I've shaped Result
4global brandsPayPal · Expedia · Ola · Intuit
When clarity is the product, words are the interface. When the interface is an agent, structure is the craft.
✱ Button 2026 · Content design conference · Speaker
Less vibes,
more structure.
The mechanics behind content design for AI agents: router logic that directs intent, structured output that keeps agents on-brand, and rubrics that turn "this feels off" into data.
Router logicStructured outputEval rubricsDev-to-English
Playground · built on my Button talk
Watch copy write itself.
From the talk: pick a customer question. Run it on vibes, then on structure. Same model, same data. The difference is the design.
1 · The question
2 · How it's built
3 · Lens
- Context
- Silent audit
- Boundaries
- Intent
- Shape
0 / 750 chars
A scripted demo, not a live model. The structure is real: it's the I-CARE framework and shape-shifter from my talk.
✱ Selected work · 2016 to now
Selected work.
Strategy, systems and sentences. Every number is labeled as a result, an estimate, a milestone or scale.
How I lead
Full stack is not a title. It's the whole problem.
I shape the problem, build to think, and leave behind systems teams use without me. Here's the range, and what it looks like in practice.
Strategy and visionNorth stars teams can build
ResearchInterviews, unmoderated tests, VoC, MAB
Product and interaction designEnd-to-end flows, prototypes in Figma and code
Content design and systemsVoice, glossary, frameworks, governance
AI content engineeringRouters, skills, guardrails, evals
People and practice leadershipBuilt a team, ran crits, trained 70+
Build to think.
On ambiguous 0-to-1 work I put a draft, flow or prototype in front of the team early, so we argue about something real.
At Ola I led content for Ola Select and Ola Play, from zero to launch.
Systems over screens.
Glossaries, frameworks and evals outlive any single screen. I prefer the reusable artifact, and I design its adoption too.
I-CARE and the shape-shifter, from my Button talk, turn agent answers into something you can test.
Disagree with evidence.
I push back on scope that isn't customer-friendly, and I bring data, not volume.
A one-week study at Expedia settled who gets the credit: "You're getting $25 back" won.
Built
Ola's product content practice from zero: hired and coached a team of UX writers, set standards and governance across 22+ ride categories.
Led
Interim content design lead for Intuit India. Member of the mission team shaping the future of content design at Intuit.
Scaled
GenAI training for 70+ designers, PMs and engineers. Amplitude training for about 50 designers. Co-created Expedia's toolkit for a 70+ person content org.
Recognized
Intuit India Superstar Award, FY25 Q3. Speaker at Button 2021 and 2026.
Kind words
From the people I've built with.
1 / 8
Add names with permission, plus 2 or 3 quotes from Intuit partners (PM, design leader, engineering).
About
A writer who learned to design the whole system.
I'm Amit, a self-described sense-maker and logician in Bengaluru. My roots are in copy; my range is the whole product. I like regulated spaces where clarity is the product: payroll taxes, insurance, payments. Lately my job quietly stopped being about writing error messages, and started being about the logic, guardrails and evals behind AI agents.
- Button 2026 speaker
- Button 2021 panelist
- GoJek panel speaker
- Intuit India Superstar Award, FY25 Q3
- Interim content design lead, Intuit India
- Trained 70+ on GenAI content
- Trained about 50 designers on Amplitude
- Mentored 5 content designers at Expedia
- Co-created Expedia's CD Toolkit
- Legal framework for AIG and Generali
- Shift Nudge certified
- 2023 → nowIntuitStaff Content Designer, full stack
AI-powered payroll. Interim content design lead for India.
- 2022 → 2023Expedia GroupLead Content Designer
Insurance and assurance across flights, hotels, cars and packages.
- 2019 → 2022PayPalSenior Content Designer
Activity, Settings, growth, disputes and regulated flows for 250M+ customers.
- 2016 → 2019OlaHead of Product Content
Built and led the product content practice.
- 2012 → 2016Editorial and tech writingToradex, IKF, Media Sphere
Where I learned that every word has a job.
Open to Principal, Senior Manager and design leadership roles
Let's make it make sense.
Designed and written by Amit Singh, built with Claude. No em dashes were harmed. © 2026