Rachel rafael
Product strategist and content designer with 10+ years of experience in fintech and enterprise. I specialize in conversational AI, simplifying complex systems, and making intelligence feel intuitive, trustworthy, and human.
Professional experience
Atlassian
Content Designer (2020-present)
Rovo AI (2025)
Scaled AI search and chat product with onboarding content and growth design, achieving a 25% increase in adoption in 6 months by improving discoverability and reducing time-to-value.
Crafted messaging to bring external apps into Rovo’s search layer for with more granular security controls, driving a 9x increase in 3rd-party data connection.
Developed content models for AI-generated answers in search, including error states, loading patterns, and confidence indicators for transparent AI interactions.
Jira Align (2023)
Reimagined information architecture for enterprise capacity planning to improve usability, transparency, and customization, directly supporting multi-million dollar contract renewals.
Led content strategy across complex surfaces in Jira Align, Atlassian’s enterprise platform, balancing short-term fixes that reduced churn among top accounts with long-term vision.
Open Toolchain (2021)
Led UX research on user mental models for building and managing multi-vendor software stacks, conducting 50+ interviews that informed core interaction pattern and reduced cognitive load.
Designed the initial install flows and management experience from scratch, helping 6,500+ customers adopt Open Toolchain, driving deeper customer insights and greater customer value.
Wealthfront
Content Strategist (2018 - 2020)
Onboarding & Growth (2020)
Led content strategy for growth experiments, designing progressive sign-up onboarding that drove account linking behavior and reduced drop-off rates by 40%.
Wrote creative microcopy for a viral sweepstakes campaign that took over our mobile app and social media accounts, driving account creation, cash deposits, and friend referrals.
Cash Account (2019)
Helped launch Wealthfront’s first banking product, scaling from 0 to $1B+ AUM in 6 months and driving 40% user growth through clear, trust-building content and viral marketing campaigns.
Shaped in-app messaging and positioning for flows across sign-up, account setup, direct deposit, debit & ATM access, mobile checks, and internal transfers.
Financial Planning (2018)
Developed voice & tone and content models for our robo-advisor experience, making complex advice feel personal and actionable, and making us the top-rated finance app of the time.
Delivered content for goal-based planning experiences including retirement and time-off, resulting in sticky user delight and increased cash and investing deposits (currently over $50B AUM).
SAP
account executive (2016 - 2017)
SAP Hybris (2017)
Supported GTM strategy for SAP Hybris CRM in the ANZ region, contributing to pipeline growth through lead generation, outbound prospecting, and early-stage deal support.
Partnered with solution engineers and senior AEs to deliver customer demos, craft tailored proposals, and accelerate opportunities in retail, mining, and public sector accounts.
academic experience
General assembly (2017)
UX Design
Focused on user centered design and user research methodologies.
Designed a therapist-matching platform, leveraging research and UX best practices.
melbourne business school (2015)
Master of Management & Marketing
Majored in entrepreneurship and international marketing.
Served as student ambassador, driving university applications and campus engagement.
university of melbourne (2012)
Bachelor of Arts
Majored in creative writing and neurolinguistics.
Studied improv and method acting, strengthening communication and storytelling skills.