About me

Alison mc Crae

UX/UI COPYWriter

After studying Brand Communication at Vega, I started my journey in the advertising world.

For 15 years I worked at prominent ATL agencies, writing radio and TV scripts as well as full 360 conceptual campaigns for an extensive number of brands.

I also worked BTL using on the ground activations and promotions to amplify brands, encouraging trial and personal engagement with the brand.

From there, I decided to make the move into a fully digital position where I worked on a variety of brands and gained a core digital foundation.

In 2019, I was head hunted into Nedbank to join their in-house digital team as a Senior UX Writer. The experience gained and insights learnt have been invaluable throughout the last few years.

My services

A UX writing specialist helps shape clear, intuitive user experiences through strategic language. By crafting microcopy, user flows, and content systems, I ensure that every word guides users effortlessly, reduces friction, and aligns with your product’s goals—turning complex interactions into simple, meaningful experiences.

01.

Conceptual Copywriting

Ideation, strategy and go to market execution roll out across channels and platforms.

02.

UX Writer

Working on app and web, from inception to Go Live, I create prototypes, ensure communication flow for the user as well as audit existing online platforms. This also includes user testing and managing deployments through a UX lens.

03.

AI implementation

Using CoPilot, ChatGPT, BlazeAI, Canva and I am sure many other tools to come, I use AI to amplify work and do the heavy lifting, without losing the human touch.

04.

General online communication

From emailers to WhatsApp for Business, SMS campaigns, website and app copy – UX applies to every bit of writing I do from the smaller pieces to the bigger projects.

05.

Chatbot

Writing intents, including directing the user to the relevant point of reference. Creating a persona for the Bot to enhance user friendly communication.

06.

SEO

I have been writing content and articles for SEO purposes throughout my career, with a more significant focus on the importance of it within the digital realm.

Awards

Crafted with clarity and credibility, this section highlights the awards and recognitions the company has earned, showcasing independent validation of excellence across design, innovation, and impact. It should communicate not just what was won, but why it matters—reinforcing trust, authority, and the tangible value delivered to users and stakeholders alike.

MTN: app of the year

Homii App
2022

Gold loerie / Gold Cannes

FNB Switch
2014

Gold Loerie

KFC Sound
2015

Writing That Makes a Difference.


UX writing plays a critical role in shaping how users experience a product by turning complex interactions into clear, intuitive communication. Well-crafted microcopy reduces friction, builds trust, and guides users effortlessly through journeys, ensuring they understand what to do, why it matters, and how to achieve their goals with confidence.

People Talk About Me


This section presents key recommendations designed to enhance the overall experience and performance of the product. Based on insights, user needs, and identified opportunities, these recommendations outline practical, actionable improvements that support informed decision-making and drive meaningful impact.

A huge thank you to Ali for swiftly and effectively driving critical changes required to online banking will that significantly reduce security and fraud risks. Your proactive approach made a complex challenge look effortless. Your work has made a real difference.

Louise Salemink

Head Design

I wanted to take a moment to express my sincere gratitude for your exceptional performance and unwavering support. Your dedication and hard work have not gone unnoticed, and they have made a significant impact on our team’s success to deliver TP accounts into NAR Eswatini

Ameer Khan

Business Analyst Specialist

Alison has been phenomenal in helping USSD with language. She has made effort to understand the customer USSD is serving by understanding the flows and context of what USSD is trying to communicate to the user. Over time, she has made it easier for USSD language review interaction.

Phelelani Khuluse

Product Design Lead