Natalie Shaw

  1. Product
  2. Product Strategy
  3. UX design
  4. Behavioural change
  5. Service design
  6. Lead Designer

Content/service design lead, trust and safety product expert

I'm a fractional design consultant, specialising in content design, design strategy and service design. I have 12+ years of experience across big tech, charities, government and startups.

I spent 6.5 years in-house at Meta (Facebook, Instagram, WhatsApp, AR/VR) in trust and safety, customer support, AI, policy design, privacy and responsible innovation. I was a founding member of the GOV.UK content design team at the Government Digital Service (GDS), and I specialise in writing clearly, accessibl…

  1. Figma
Natalie Shaw



  • Delib


    Peer advisor

    Jun 2023 - Present

    Trusted by 500+ government organisations and public bodies around the world. Delib helps improve democracy for both governments and citizens.

    • Upskilling content designers and sharing best practices to help a small team define their now, next and later roadmap.
  • Content Design London

    Content Design London

    Course Facilitator

    Apr 2023 - Present

    Consultancy and courses by Sarah Richards, creator of the #ContentDesign discipline for GDS and author of Content Design.

    • Teaching and developing content design courses, both in-person and remotely.
  • Headway


    Content Design Lead and Taxonomist

    Nov 2022 - Present

    Rewiring a new mental healthcare system for access and affordability.

    • Setting up content design, hiring, and defining style and content standards. Working on insurance benefits, issue taxonomy, chatbots, UX to help people find a therapist, helping therapists efficiently take notes and more.
  • Public Digital

    Public Digital

    Service designer

    Jun 2023 - Jul 2023

    Digital transformation is the act of radically changing how your organisation works, so that it can survive and thrive in the internet era. We are a consultancy that can help make it happen by working directly with your leaders and teams.

    • Service design consultancy on an early-stage discovery project based in the Americas. Developed a prioritisation framework and designed scoping workshops to help a team identify an exemplar to move forward to alpha.
  • Integrity Institute

    Integrity Institute


    Mar 2023 - Apr 2023

    We are a community of integrity professionals protecting the social internet

    • Edited a presentation and report on elections integrity.
  • Sidechat


    Product/content designer

    Dec 2022 - Feb 2023

    Sidechat is the best way to connect with your college

    • Designed core integrity experiences to keep this anonymous sharing platform safe.
  • Projects by if

    Projects by if

    Content and Service Design Lead

    Sep 2022 - Nov 2022

    IF is a technology studio, specialising in ethical and practical uses of data and AI

    • Speculative design project for Google, focused on AI.
  • Digi2al Ltd

    Digi2al Ltd

    Design Sprint Facilitator

    Aug 2022 - Aug 2022

    Building better and inclusive digital services, around user needs and using design thinking to solve difficult problems.

    • Planned and led a 5-day design sprint for the Met Police, exploring change management process and org design. This was the first time the 20+ attendees had participated in a design sprint or worked with design thinking.
  • Harambee Youth Employment Accelerator

    Harambee Youth Employment Accelerator

    Behavioural Change Expert and Scriptwriter

    Jul 2022 - Nov 2022

    A not-for-profit social enterprise building African solutions for the global challenge of youth unemployment.

    • Defined strategy and designed scripts for video content that compels young people in South Africa to apply for casual work in a challenging market.
  • Meta


    Principal Content Designer, Customer Support

    Mar 2021 - Jul 2022

    Our mission is to give people the power to build community and bring the world closer together.

    • I was a founding member of our Customer Support org, leading content and service design. I defined short, medium and long-term strategy on how we provide effective customer support for 3 billion users. Learn more:
    • Design leader in integrity, trust and safety between 2017 and early 2021 - focused on product experiences relating to content moderation across Facebook, Instagram and Messenger, tackling some of the biggest issues across the internet and society.
    • Built 0-to-1 experiences including user reporting, warning screens, takedown experiences and the Oversight Board, and supported strategy around global elections, plus our COVID-19 response.
    • Created and maintained a design system, which was reused (and supported in code) by 15+ teams. In doing so I scaled research and data-backed best practices.
    • Built cross-functional teams focused on user-centred policy design.
    • My work directly led to behavioural change (8%+ global reductions in hate speech), million-dollar savings, improvements in the perception of fairness and new industry standards.
    • Joined Facebook London as the first local Content Design hire. I led content design for our v0 launches of Facebook Stories, Instagram Stories, camera effects and Spark AR Studio - including naming, onboarding, localisation, growth and upsells, and go-to-
  • Citizens Advice

    Citizens Advice

    Product Manager and Content Design Lead

    May 2015 - Feb 2016

    the citizens advice service helps people resolve their legal, money and other problems by providing free information and advice, and by influencing policy makers. our principles: the citizens advice service provides free, independent, confidential and impartial advice to everyone on their rights and responsibilities. it values diversity, promotes equality and challenges discrimination. our aims: * to provide the advice people need for the problems they face * to improve the policies and practices that affect people’s lives

    • I managed a small team to transform content on consumer rights, reducing 950 articles down to 30 and increasing utility, SEO and clarity along the way
    • I drove an overhaul of immigration content for advisers in bureaux around the UK, helping volunteers navigate their way to answering the top incoming questions.
    • In my hybrid role, I was responsible for unblocking fellow content designers, scoping and helping teams prioritise work, sprint planning, validating user needs and commissioning research - as well as mentoring the broader product team and creating quality
    • I took a methodical approach to breaking down complex law and policy in order to advocate for a needs-first, streamlined redesign.
  • Hm Revenue & Customs

    Hm Revenue & Customs

    Senior Service and Interaction Designer

    Jan 2015 - May 2015

    We are the UK’s tax, payments and customs authority. We collect the money that pays for the UK's public services.

    • I founded and built up a design team of 5, bringing design to the forefront of HMRC's digital transformation.
    • I built up a community of practice and strong working relationships and sharing practices across the design disciplines.
  • Government Digital Service

    Government Digital Service

    Senior Content Designer

    Feb 2013 - Dec 2014

    Leading the digital transformation of the UK government.

    • I was part of the award-winning team that won the Design Museum's Design of the Year 2013 and black and yellow pencils (for content) in the D&AD Awards 2013. I worked on user experiences crucial to millions of people in the UK - including passports, Child
    • I was responsible for launching GOV.UK and transitioning hundreds of agencies (eg HM Courts and Tribunals Service) onto the government's revolutionary single domain.
    • I got to grips with thorny subject material quickly and turned it all into easy-to-digest plain English. I directly managed a team and was responsible for program management and content quality.

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