See examples further below or review slide deck: David Shuey - On UX Writing & Content Strategy (preview above)
Since late 2024, I’ve been managing UX content work across multiple teams at Google, including 16 months as senior UX content designer for Google Fi Wireless and Google Store (Feb 2025 - June 2026). More samples will be added as my growth design contributions launch throughout H2 2026. Here, you’ll see non-proprietary visual samples of launched products from 2025 to 2026 for Google Fi. My earlier work with Google is on my IBM iX + Privacy, Safety & Security portfolio tab.
Managed spaces:
• Upper-and-lower funnel alignment (throughout Google Fi)
• Subscription plan onboarding (cart)
• Financial transactions
• Google Store CRM
• Device deprecation
• Email campaigns
• In-app notifications
Core responsibilities over a 20-plus projects this past year:
• Oversaw content strategy initiatives on Pixel and Galaxy watches, Android and iPhone apps, and web-based ecosystems — including high-traffic landing pages and optimized user journeys.
• Craft precise, user-friendly UI string architectures for complex Google Fi customer journeys, transforming dense technical information (virtual networks, wireless connectivity, and carrier activation) into intuitive digital experiences.
• Focused on improving ROI in checkout cart, exit flows, and in-app campaigns to “Switch to Google Fi.”
• Leverage AI-powered Google tools and prompt engineering frameworks — including NotebookLM and Gemini Workspace — to develop validated UX content rationales.
• Manage and socialize UX matrices by translating Product Requirements Documents (PRDs) and 100s of Google resources, and sharing transparently with colleagues.
• Result of UX efforts: +24% YoY increase of purchases of Pixel Phones for new users during Thanksgiving 2025 window.
UX content design sample where collaborative “sandbox” work led to final recommendation
4 “Big Win” projects showcased in samples below:
Increased revenue with “Pixel Watch 4 on us”: Delivering aforementioned +24% YoY increase of purchases of Pixel Phones.
Reduced churn with exit plan offer: Led all UXW work and advocated for larger amount in header ($120 back vs. monthly $ figure) to align business need with user needs — leading to a UX pattern that continued for further iterations.
AI-enhanced audio feature added on Google Fi calls: Responsible for all content on screens that measurably improved calling experience.
Cross-brand “Spacetime” UX arrives at Google Fi — and so do I (story below)
Samples from Google Fi & Google Store - 2025-26
+24% YoY Increase: Gift With Purchase Black Friday Promotion
Some of my favorite projects were in the growth design space at Google FI working on promos, which I’ve scaled across content spaces in Q4 2025 and Q1–Q3 2026.
Black Friday promo design strategy for Gift With Purchase garnered one of Google Fi’s biggest ROI “wins” of the year.
+24% YoY increase of purchases of Pixel Phones for new users during Thanksgiving 2025 window.
Google Fi & Alleviating Churn: Retention in Exit Flow
Hypothesis #1: Offering $120 service credit over 6 months via a simplified UX will reduce churn rate and retain Google Fi customers.
Led all UXW work: Advocated for larger amount in header ($120 back vs. monthly $ figure) to align business need with user needs.
Take rate: 8%
Google Fi & AI Denoiser = Big Win for Fi
Ideate & advocate for name that builds trust: “AI-enhanced audio”
The ideal future experience is to give users control to toggle this feature on or off directly from the in-call screen.
AI Denoiser: Give Control to User, Get Feedback From User
The ideal future experience is to give users control in app to toggle this feature on or off directly from the in-call screen. “Tell us more” area helps team ideate on future update.
Responsible for: All content on screens.
Cut, cut, cut: Trimmed microcopy to shortest versions to fit on mobile.
Cross-brand “Spacetime” UX Arrives at Google Fi — Right Around the Time I Do
After a few months in the Privacy, Safety & Security realm (login entry points for internal Googlers), I was able to jump over to another UX team for Google Fi and Google Store (ecommerce).
In March 2025, I first heard about the “Spacetime” cross-brand partnership during a casual breakfast at the Google Chicago HQ—at the time, I wasn't yet attached to the project, but within a month, I was added to the team as lead UX content designer. It quickly became a personal favorite among the nearly 20 initiatives I delivered during my first year at Google Fi, representing a career highlight of rapid internal networking and high-impact execution.
Basically, it was a promotion where we gave 2 years of free data and texting to folks buying LTE smartwatches at Best Buy and Amazon, and included non-Pixel watches like Samsung Galaxy. After two years, we could convince them to join Google Fi.
Oh, and don’t say “free,” but say “on us” instead. One of the many specific PRD requirements.
The content was clean and precise. The results were immediate and extraordinary.
• Led end-to-end UX content strategy for cross-brand carrier pairing initiatives driving a +13pp YoY increase in LTE sales mix at Best Buy (17% to 30%)
• Improved funnel efficiency and yielded a +6pp lift in user redemption rates (36% to 42%) after optimizing the multi-surface in-app redemption flow
• 3x greater promo efficiency compared to other promotions
—
Content areas for Spacetime: Android and iPhone native apps, email campaigns, web, push, and in-app notifications.
Pixel Watch 4 Users Can Redeem Spacetime Directly from the OOBE
Before
Users would need to skip over cellular activation, then click an activate link in their email.
Now
Spacetime appears directly in the Pixel Watch app during out-of-the-box setup for eligible devices (GStore + Best Buy).
Figma Cross-Functional Partner Collaboration
Names have been redacted to protect the innocent.
But my XFN colleague’s positive comments have not.
A focused and open-minded collaboration over the past year with the PM (Product Manager), Eng (Engineering), and UXD (UX Designer) has made Spacetime a significant ROI success.
LTE % sales mix is up +13pp YoY at Best Buy (17% → 30%), far above non-Spacetime retailers like Amazon (14% → 18%)
In-app Notifications Simplified
Redemption
Users on eligible devices activate their connectivity directly in their OOBE flow while setting up their watch.
The Fine Print
Once connected, texting works via a data-only connection from the watch through a cloud relay back to the phone from their current phone number. Calling not supported.
Notifications & Results
We settled on a simplified content strategy of smart alerts set for key dates before 2-year offer is complete.
What we discovered: Spacetime users converted to Fi 68% more than Non-Spacetime users.
Hypothesis was validated indicating Fi’s zero-cost smartwatch connectivity is what attracted these users.
Cross-brand Carrier Pairing Initiative for Spacetime Moved Needle on UX
Wrote UX content within the connection ecosystem to open up opportunities to join Google Fi without being “spammy.”
Argued UX rationale for “Learn more” CTA to be less generic and more clear on the action.
Vanguard decision on CTA and data usage limits in content strings.
Promo UX Copy
This is a celebratory reminder about Spacetime that sets expectations on how to redeem.
Content: “Good news. You’re getting 2 years of texting and data on us. To activate, select ‘Google Fi data’ when choosing your mobile network in the Pixel Watch app during setup.”
Chip copy and consistency is a personal favorite and specialty. Chocolate chip cookies, too.
Bird's Eye View of Figma Content Sandbox: Transparently Sharing With Cross-Functional Teammates
For nearly every one of the 20+ Figma pages I’ve worked on in the Google Fi and Google Store space, I’ve add a content sandbox to collaborate with XFN partners. But mostly this is my space to breathe.
And to have fun and learn.
Here, there is complete freedom to iterate and explore ideas. Inputs are shared with UX colleagues (UXD, UXR), PMs, PgMs, and software engineers. Then I copy over to the hand-off pages when fine-tuned and complete.
This Doesn't Follow GoogleBrand Guidelines
But it looked cool, so I thought I’d keep as a placeholder until I added my brand-driven UX content flows.
Which I finally got to do in 2026 above.
Overall, I’ve worked on 100+ resources at Google to incorporate into UX content decisions. When you land on on a UXW decision you want to:
1) Be right
2) Be able to validate your rationale
Thank you for perusing my Google Fi and Google Store gallery.
For a deeper dive into Google projects from 2025 and 2026, feel free to reach out. You can find my core responsibilities as UX content designer at Google on LinkedIn or my resume. You can contact me directly or via my hiring team.