Michal Kessel Shitrit (IL)
Head of English UX Writing at Draft | UX Writing Supergroup
Content designer and localisation expert in English and Hebrew, known for bringing UX and localisation teams together
Based in Israel
UX Connect 27
Presentation: TBD
Dates: June 15 - 16
Location: Aarhus
About Michal Kessel Shitrit
Michal is Head of English UX Writing at Draft, a UX writing group based in Tel Aviv, where she has led English-language content design since 2024. She describes her work as compelling content design with the help of her own intelligence and artificial ones, and she helps tech companies build clear, helpful messaging in English and Hebrew.
Alongside Draft, she runs MKS Language + Design, her own practice for copy, UX writing and design. There she develops company stories and marketing strategy based on customer research, and creates brand books covering visual identity and tone of voice. She also writes personality-driven emails for launches, and writes, designs and builds websites, landing pages and sales materials. For five years she also worked there as a localisation strategy consultant, building leaner localisation processes and training teams in best practice.
Michal has more than 15 years of experience, and one question runs through it: what if UX teams and localisation teams knew how to speak to each other? She ran the consultancy Localization Station from 2022 to early 2026, and created a course that introduces translators and localisation managers to UX writing and content design, described as a game changer for localisers and the industry. She holds a master's degree in Communication and Media Studies from Ben-Gurion University of the Negev.
About Draft | UX Writing Supergroup
Draft is a UX writing and customer journey studio based in Tel Aviv. It writes the words inside digital products and across the whole customer journey, from landing pages and microcopy to emails, text messages, push notifications and chatbots. Its work rests on a simple principle: when users manage to complete what they came to do, everyone wins. The studio also defines voice, tone and terminology so an organisation sounds consistent at every touchpoint.
Draft works with some of Israel's best-known organisations across technology, banking, healthcare and the public sector, including Wolt, PayBox, Bank Hapoalim, Maccabi Healthcare Services, the Knesset and the Bank of Israel. Beyond client work, it runs workshops and lectures for product, marketing, customer service and legal teams, and offers a full English-language service covering UX writing, localisation and training.