Ewan Allen - AI Strategy & Transformation Leader, lumo.
“Mihai was a pleasure to work with and supported us on a global initiative that required rapid UX writing and copywriting. As a valued member of the team, he worked alongside CX leads to shape and transform the experience by contributing beyond his immediate skillset. The results were fantastic - effortlessly simple language to support at times complex customer journeys. Anyone looking for copywriting or UX writing would be lucky to have him.”
Fae Gilfillan - Senior Product Manager, HubSpot
“Mihai is an exceptional technical writer and UX copywriter. During our time together at ITVX, he was instrumental in shaping our product voice across our websites, apps and streaming services. He has a rare ability to craft clear, customer-centric microcopy that sounds effortlessly on-brand while solving complex user flows.
As a growth specialist, what impressed me most was the tangible impact of his work - his copy revisions directly drove meaningful upticks in our conversion metrics. On top of his technical talent, Mihai turns work around remarkably fast and is an absolute pleasure to collaborate with. Any product or growth team would be lucky to have him!”
Michele Voznick - UK DPO and Head of Legal (Data Privacy), ITV
“We have called upon Mihai's services on a number of occasions, where he has helped
bridge the gap between proposed language of the product team and the legal clarity required in the message. He has always helped us to get a quick resolution - using the minimum words with maximum meaning, and the clarity and accessibility of the language required by the legislation.”
Joe Martindale - Customer Service Tech & Triage Champion, ITV
“For ITVX Customer Service, Mihai’s role is invaluable because he ensures the website/app
messaging and information on our help pages is high-quality, reliable, and consistent across
all the different areas.”
Rob Taylor - Director of Architecture, ITV
“Mihai is a skilled copywriter who significantly improved the user experience of a new 'AI Use
Case Request' process by making the form more user-friendly for general business users.
As a diligent and knowledgeable copywriter, Mihai transformed complex technical wording
and information layout into a format that's more accessible, boosting usability and reducing
user cognitive load. This contribution was vital in achieving the project's full potential,
avoiding unnecessary complications, and maintaining value upon launch of the new
interface, free from additional friction.”
Jim Taylor - Senior Product Manager, Streaming, ITVX
“Amongst many projects Mihai has worked with me on:
Lead gen ads:
There were real challenges here to explain to viewers the proposition in a brief, but legally
compliant way. Mihai's clarity of approach and experience of negotiating with the Legal team
made this much simpler. We also needed copy for the screen reader to explain to those
viewers that the function wasn't screen reader compliant and needed this quicky before
launch. Mihai was able to quickly give us wording that was acceptable immediately to
Accessibility.
Video error messaging:
We significantly reduced contacts to Customer Services with clear and effective messaging
on screen and in help articles see here for more details. The original messages that we
drafted as a team had much more technical language, which viewers would not have
understood as easily. Mihai is able to think from a viewer's perspective, whereas the team
themselves naturally have their heads in the detail.”
Susi Bojdys - Senior Product Manager, ITVX
“For the 'Getting Excited' team, Mihai's ability to deliver high-quality, on-brand copy with a
quick and reliable turnaround is highly valued, directly supporting our efforts to engage
audiences and achieve our MAU objectives.”
Joe Dance - Senior Product Manager, ITV
“I had the pleasure of collaborating with Mihai across many projects at ITVX, and I can't recommend him highly enough as a colleague and a brilliant writer.
We worked across a range of projects, with some requiring very technical instructional copy for the user while others required more playful copy, and Mihai proved he can do it all with ease.
He's an asset to any team.”
Ben Welch - UX Writer, Google
“Working with Mihai was an absolute pleasure - he's sharp, a true craftsman, principled in his approach but always accommodating and flexible. He understands and prioritises brevity and clarity (something many claim, but few actually deliver).
He's totally at home in cross-functional teams, presenting to seniors, translating complex requirements, and doing stuff quickly.
Basically, he's an A+ teammate and a boon to any company.”