Hi, I’m Salwa.
This is my portfolio.
I'm a product designer with a background in UX writing, copywriting, and strategic communication.
I work at Emplifi in Prague, where I collaborate with cross-functional teams to design clear, user-friendly experiences across our platform. I moved into design after three years as a UX writer, bringing a strong focus on language, structure, and user intent. My work spans everything from interface design and user flows to microcopy and design system documentation.
Before tech, I spent 8+ years as a copywriter, working in-house and freelance for PR firms, creative agencies, and startups. I’ve also contributed to various publications.
Outside of work, I find joy in fiction, theater, and pretty much anything to do with books and performance.
Experience
2025 - present | Associate Product Designer at Emplifi
2022 - 2025 | UX Writer at Emplifi
2018 - 2022 | Freelance writer & editor
2016 - 2018 | Lead Creative/Copywriter at Swimming Pool Agency (Young & Rubicam Prague)
2015 - 2016 | Communications Specialist at The Element (BTL agency); Copywriter at Cocoon Group (design agency)
2012 - 2014 | Music PR at Air MTM; Live promotions at Eat Your Own Ears and Field Day festival in London, UK
Education
MA Cultural Policy & Management - City, University of London
BA (Hons.) Journalism - London College of Communication