adinacretu

About

I’m a content designer based in Sweden. At Volvo Group, I’m the UX writer for the design system. I also cofounded Fika Design Co., the company behind Skouta.

A career in 5 edits

Five before-and-after edits from my work, in the order they happened.

  1. Bitdefender, 2020 to 2021

    Before

    Error! Fix command not sent.

    After

    We got disconnected for a bit. Let's try fixing again.

    As shipped

    Bitdefender’s research community said the product’s language was hard to follow for people who aren’t security experts. The new line says what happened and what to do next.

  2. Kraken, 2021 to 2022

    Before

    MessageYou reached the maximum number of online banking purchase attempts allowed over 24 hours. Please try again later.

    Second buttonContact Support

    After

    MessageYou can only make 6 online banking payments over 24 hours. Please use a card to make your purchase or try again later.

    Second buttonSee online banking limits

    As shipped

    The message now states the exact limit and offers another way to pay. The second button leads to the limits, so people can find the answer without contacting Support.

  3. MoonPay, 2022

    Before

    TitleCloud backup failed

    TextPermissions needed to backup your recovery key to GDrive were denied. Please allow access and try again.

    Second buttonNo second button

    After

    TitleGoogle Drive backup failed

    TextYour Google Drive settings didn't allow us to upload your recovery key. Unlock upload access and try again.

    Second buttonLearn more (added)

    As shipped

    The backup was stopped by a setting outside the app, one the user could change. The new card names the service and the setting, and adds a way to learn more.

  4. Volvo Group, 2025

    Before

    Page intro, UX writing guidelinesMaking sure the text used in our products is clear and consistent is crucial for a good user experience.

    SectionsTone of voice / Keep it simple / Inclusive language

    After

    Page intro, UX writing guidelinesThis section covers our principles for anyone writing content for Volvo Group's digital products and services, focusing on the functionality and clarity of our texts.

    SectionsWhat is UX writing? / Understand your users / Know your product or service / Keep it simple / Collaborate and align / Our voice

    As shipped. See the live guidelines

    I rewrote the page I found when I started, for people who write product copy without a UX writing background. It now opens by explaining what UX writing is. I take the same approach in all my documentation.

  5. Volvo Group, 2026

    Approved by the AI assistant

    contact support

    After my fix

    Contact Support

    I built a UX writing assistant, then tested what it approved. Its quality check asked for a term’s canonical form but never mentioned capitalization. I made that explicit.

Teaching

  • The Brand Voice Lab

    UX Content CollectiveSince 2022

    An online course I wrote. It teaches how to build a brand voice that works across channels, and how to keep that voice consistent when AI tools write the copy.

    See the course and its reviews

    “The Brand Voice Lab course was a very rich class that I plan to bookmark and consult all the time.”

    Sarah BurkeContent Design Strategist, Carrot Fertility

    “We wanted training that provided a calibration for some basic understanding on how we do our daily work.”

    Isabelle GaoSenior UX Writing Lead, HSBC

Where I work

Day job
Senior UX Writer - Design System at Volvo Group
My company
Fika Design Co., cofounder
Our app
Skouta, an iOS app that brings public alerts from Swedish authorities to people who don’t speak Swedish.Get Skouta on the App Store
Earlier
MoonPay, Kraken, Bitdefender
Clients
Gitcoin, Blocknative (acquired by Deloitte), dunnhumby (a Tesco subsidiary)
Based in
Sweden

Get in touch

I’m open to consulting projects and collaborations.

Send me a messageLinkedIn