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Higor Boconcelo

@higorboconcelo

Message

I turn complex global products into clear, scalable content experiences.

Germany

Message

At HelloFresh, I lead content strategy for Rewards across international markets, helping increase onboarding opt-in to 66% and premium meal adoption by 21%.

I've built governance, terminology systems, and reusable content patterns for products reaching 7.5M+ customers across 14 countries, while partnering with Product, Design, Engineering, Marketing, Legal, and executive stakeholders.

Previously, I led UX writing and conversational design teams in digital banking, enterprise software, and messaging products. I also teach UX writing, speak at design conferences, and bring an editorial background as a published fiction author.

Experience

Work history, roles, and key accomplishments

Senior Content Designer

HelloFresh

Jan 2022 - Jan 2026 (4 years)

Led content strategy for HelloFresh Rewards across multiple international markets, increasing onboarding opt-in to 66% and premium meal adoption by 21%. Built governance, terminology systems, and reusable content patterns, contributing to initiatives with an estimated €700M business impact.

Content Strategy UX Writing Content Systems Content Governance Localization Stakeholder Alignment Product Naming Workshop Facilitation

Lead UX Writer

Banco next

Jan 2020 - Jan 2022 (2 years)

Led and mentored a team of 5 UX Writers, owning hiring, onboarding, coaching, and annual performance reviews. Led content strategy for Open Finance and the cashback marketplace, establishing writing standards and collaboration practices across the design organization.

UX Writing Content Strategy Team Leadership Mentorship Open Finance Cashback Marketplace Writing Standards Collaboration

UX Writer & Content Strategist

Zup Innovation

Jan 2019 - Jan 2020 (1 year)

Conducted research, information architecture, terminology systems, and product content strategy for enterprise software.

UX Writing Content Strategy Information Architecture Terminology Systems Product Content Strategy Research

Senior UX & Conversational Designer

Mutant

Jan 2018 - Jan 2019 (1 year)

Designed conversational voice response experiences and coached junior Conversation Designers.

Conversational Design UX Design Voice Responses Coaching

UX & Conversational Design Lead

Zenvia

Jan 2016 - Jan 2018 (2 years)

Led the UX practice, hiring, mentoring, and product discovery, managing 6 people directly.

UX Design Conversational Design Team Leadership Hiring Mentorship Product Discovery

Magazine Writer

Alto Astral Group

Jan 2013 - Jan 2016 (3 years)

Editorial and creative writing, including creating the company's first editorial style guide.

Editorial Writing Creative Writing style guide development

Education

Degrees, certifications, and relevant coursework

Manchester Metropolitan University

Erasmus Mundus Scholar, Journalism

2015 - 2016

Erasmus Mundus Scholar at Manchester Metropolitan University, selected as the only Journalism student among applicants from 13 Latin American universities.