When someone is reporting drink spiking from their kitchen at 3am, every word must inspire trust and confidence. Working with police services, I crafted content that acknowledged the fear and uncertainty victims feel, while clearly communicating that their safety is the absolute priority. The tone, pacing and structure of these interactions can mean the difference between someone continuing to seek help or giving up in frustration.

For cancer patients and their families, information isn't just information – it's a lifeline. Through extensive user research, I discovered that patients needed personalised, trustworthy information with precise control over what they engaged with. Some wanted to know everything about side effects; others couldn't bear to read about prognosis yet. The solution wasn't just about clarity; it was about creating pathways that respected each person's emotional journey alongside their medical one.