# Paula (Parizad) Ashton > Senior UX Writer Location: San Francisco Bay Area, United States Profile: https://flows.cv/paulaparizadashton As part of UX leadership, I build teams & and a nurturing culture so my team can do their best creative work. I'm deeply passionate about helping people grow. And I've helped more than a few writers realize that they are actually content designers ;-P With over 17 years of experience in UX, I know - it’s not just what you say, but how you say it. 2023 - Joined Google's Search Design System team to dig into design systems. 2021 - Promoted to design manager for the content design team. I've grown a team of 3 to a team of 11. We help shape the product to make sure our mission of "Crytpo for all" is realized. 2021 - Promoted to Team Lead. Leading a team of 7 to create compelling content and tell stories that matter. 2020 - Became the 2nd writer at OKcoin. In a pandemic no less. I’m helping end the gatekeeping to crypto. Crypto should be accessible to everyone. 2019 - Joined the Google Fonts team 2018 - I'm at Google on the Cloud Identity team. I write for the Admin console well as updating my team's foundational guidelines. I’ve also co-taught a UXW training for non-writers. Yes, I speak Agile. Specialties: Content design. UX leadership. Content strategy. Brand voice. Gamer. Geek. Story telling. ## Work Experience ### Senior UX Writer @ Google Jan 2024 – Present | San Francisco, California, United States So happy to join the Google One + Photos teams ### Senior Content Designer @ Spring Health Jan 2024 – Jan 2024 Super excited to join Spring Health and build a content design system ### Senior UX Writer @ Google Jan 2023 – Jan 2024 | San Francisco Bay Area Thrilled to be back at Google & on the Search Design System team!The SDS team is the go-to source for the design standards around Search. As a team we’re responsible for creating, maintaining and teaching design styles, tokens, components, and templates that Search and partner teams use to deliver features on the Search Results Page. We enable teams to create simple, modern, and cohesive experiences. We provide engineering and design resources including front-end engineering components, a Figma sticker sheet, a design guidelines website, and more. As the only UXW, I develop articles and documentation for the SDS design guidelines website, determine the Information Architecture of our documentation, and drive cross-functional alignment for naming conventions. I collaborate with UX Design, UX Research, Engineering, and Product Management partners to create SDS guidelines that meet the needs of its users. I’ve also stepped in and taken over some tech writer duties. Publish articles and documentation for components, styles, and patterns on the internal SDS guidelines website Publish documentation via changelists using internal tools Experiment and use generative AI & LLM Collaborate with Staff UXW and cross-functional partners to iterate on design website content structure and contribute to the ongoing naming and taxonomy process Edit and improve existing SDS guideline articles and documentation Developed a framework with other Google UXWs on how to decide if LLM and Generative AI is right for Google products ### Content Design Manager @ Okcoin Jan 2022 – Jan 2022 | United States I manage a global team of amazing people who design with words. I have built this team from 3 writers to 11. I hire globally for every aspect at Okcoin & Okx. ### Senior Content Designer, Lead @ Okcoin Jan 2020 – Jan 2022 | San Francisco Bay Area I manage a team of 11 people (& growing) writers. We’re bringing crypto to the people, not bringing people to crypto ;-) User-focused, we’re all about removing gate-keeping language & enabling customers to control their finances. ### Senior UX Writer @ Google Jan 2019 – Jan 2020 | Sunnyvale, ca Thrilled to join the Google Fonts team! Launched the new UI for Google Fonts Created content for RITE testing Created PRDs for product features Created editorial calendar for all content Created style guide, word list, and voice & tone Wrote tweets for Google Fonts social media account ### Senior UX Writer @ Google Jan 2018 – Jan 2019 | Sunnyvale, California I'm the UX writer for Cloud Identity. Cloud Identity is one of Google’s most complex projects. This platform is used by thousands of business customers to manage millions of users and devices across the world. IDaaS provides: user management , mobile device management (Android and iOS), applications management (settings and policies), enterprise customer signup and setup; license management and billing; data import tools (from non-Google software into Google Cloud); administration UI and APIs (for IT departments of our customers); security and compliance features; audit and reporting dashboards. -Launched Groups based policy feature in the Admin console, collaborating with global UX team & PMs on client integration and onboarding -Launched Google Endpoint Management in the Admin console, writing all the content and collaborating with global stakeholders, product managers, and my UX team -Updated and maintained UXW spec site --Organizing the platform specific UX word list --Creating a library of error messages for UX, ENG and PMs to use --Creating a platform specific tooltip strategy -Led a workshop on UX writing for multiple UX teams -Led ECUXW teammates on peer reviews/crits -Co-presented a UXW training session for non-writers across Cloud teams -Participated in 2 design sprints and 1 G Suite apps summit ### Sr. Content Designer @ Intuit Jan 2017 – Jan 2018 | Mountain View, Ca -Launched Intuit’s GDPR microsite, writing and designing end-to-end flows for Intuit’s GDPR microsite -Launched new feature - Projects in QuickBooks Online, creating all the content for users to track all their project info in one place --Interviewed users and testing prototypes globally -Created content for the QuickBooks chatbot -Created content for UI strings, comms, invoices across all device types in collaboration with stakeholders, product managers, program managers, product specialists, developers, QA, and my UX team -Redesigned Intuit’s emails with cross-functional team -Created new email guidelines for the entire email ecosystem --Writing canonical email examples for Marketing, and critical comms for Sales and Care teams --Creating rating system to help with Intuit wide email governance -Redesigned Intuit’s error messaging with the cross-functional team ### Senior UX Writer @ Google Jan 2016 – Jan 2017 | Mountain View, CA This was one of Google’s biggest internal projects. We integrated 55 products onto the payments platform and handle 100B annually in over 50 countries with about 400MM user/customers across multiple device types -Launched over 80 global releases in a 3 month period for the payments platform and the platform tools --Creating content for UI strings, comms, invoices, and 2-pagers in collaboration from global stakeholders, product managers, BPS, developers, QA, and my UX team --Creating content for client integration and on-boarding in collaboration with UX team & PMs -Created and maintained foundational UXW work docs --Creating a library of error messages for UX, ENG and PMs to use --Developing the platform specific UX word list --Creating a platform specific tooltip strategy and library of all platform tooltips -Worked closely with the Loc PM to handle translations -Audited all (over 100) billing communications & creating a database from that info -Created new billing comms and updating existing ones -Created an intake funnel website with our SLA for one-off content requests (email, UI, notifications), and forms for intake and customer satisfaction -Created content for QA testing working closely with UX, PM, & ENG -Led a workshop on UX writing for my UX team -Wrote content for Help Center articles -Participated in 3 design sprints -Member of the Scribble team that writes Google’s Doodle blog ### Content Manager @ Clover Network Inc. Jan 2016 – Jan 2016 | Sunnyvale, CA -Managed content strategy and UX writing for all for hardware and software -Created processes, editorial calendar, and style guides for UXW, and its content curation across browsers & apps -Trained the jr. writer -Created content for all channels: web, email, SMS, Android apps, printed collateral, and more -Collaborated with stakeholders, product managers, developers, QA, and my other UX team members -Created Clover’s UX library ### Content Strategist, UX Lead @ Bank of the West Jan 2014 – Jan 2016 | San Francisco Bay Area -Launched BotW mobile site, optimizing content for mobile devices --Designing strategy for taking desktop content into a mobile-optimized sales website --Collaborating with UX to create templates for the mobile site -Launched new International client site, leading the UX project team and creating all the content for the site and communications -Launched sales site, creating all the content -Created content for all channels of Digital Channels Sales, including web, mobile, service emails, and global B2B customers -Collaborated directly with stakeholders, product owners, product managers, producers, compliance/legal, content authoring, dev, and QA while cross collaborating with other UX team members -Created and maintained content guidelines ### Global Content Designer, User Experience @ PayPal Jan 2014 – Jan 2014 | San Francisco Bay Area -Launched international FATCA flow to help bring PayPal into compliance with the IRS, creating all content -Helped with content localization in collaboration with global team members -Redesigned multiple merchant customer on-boarding flows using Omniture analytics as a guide in collaboration with product owners and stakeholders -Helped to define patterns, processes, and content strategy with UX team -Interviewed users and tested global product flows in the lab with Researchers ### Senior Copywriter/ Product Marketing Manager @ Vudu - Movies & TV Jan 2013 – Jan 2013 | San Francisco Bay Area -Developed and executed content strategy for VUDU’s marketing and user experience teams -Created B2B presentations that were sent out to potential partners -Created all content for VUDU’s mobile apps (iOS and Android), Xbox One app, and desktop app, and other CE partners -Created all content for web - FAQs, blog posts, headlines, as well as emails, postcards, and promotional copy for business partners’ banners, and ads -Created content for VUDU’s app on Xbox One ### Senior Copywriter @ Rosetta Jan 2012 – Jan 2013 | San Jose, california -Created content for Apple’s global intranet HR portal while working closely with creative directors and clients to execute internal communications strategy and brand voice ### Senior Copywriter @ Yahoo Jan 2012 – Jan 2012 | Sunnyvale, Ca Launched multiple microsites for Yahoo!’s small business department, creating all the content for blog posts, business communications, web pages, SEO & SEM guides for small businesses, and more ## Education ### Bachelor of Arts (B.A.) in Creative Writing Southern Methodist University Jan 1990 – Jan 1994 ## Contact & Social - LinkedIn: https://www.linkedin.com/in/paulaashton - Website: http://totalworddomination.com/ --- Source: https://flows.cv/paulaparizadashton JSON Resume: https://flows.cv/paulaparizadashton/resume.json Last updated: 2026-04-07