Gerald

Bouchez

Lead content designer •

Senior copywriter • Paris • Geneva

Hello, I am Gerald

Content designer

Copywriter

Digital communication

Skill summary

Content methods

Content systems

Strategizing

Impact summary

Enhancer

User-oriented

Sustainability

Brand and product

I craft digital content in French and ​English for top brands and startups.

I use my UX writing and copywriting ​skills to get results. I'll break down ​complex ideas into simple stories. I'll use ​conversation design and storytelling to ​make them clear.

And that's how it all started...

Formerly a journalist, I worked in the first

digital desks at Vivendi Universal and I

love information since I’m very young.

Malakoff Humanis

Industry

Health insurance

Role

UX Writing

Content strategy

Content Ops

Scope

E-commerce

Onboarding

Selfcare

Language

French

Malakoff Humanis is the leader in health insurance in France. It ​also offers employee and retirement savings solutions. The group ​actively participates in an innovation process.

Approach

I was the first UX writer in Malakoff Humanis. I worked with the ​design team within its Innovation branch ID2.

I was responsible for improving in-product and app copy for both ​B-to-C and B-to-B customers. I was also involved in the website ​redesign to optimize sales funnels and match users' needs.

I also wrote the dialogue for the internal chatbot. I created a ​standard for future chat tools.

UX writing

Poké

Poké, is the first 100% digital employer-sponsored health plan launched by Malakoff Humanis.

Employers website

Poké is for SMEs companies. It was awarded the sustainable insurance label 2023 for its transparency and accessibility.

Employees enrollment website

Poké allows employees to adapt their health coverage for themselves and for their families.

UX writing & Storytelling

Malakoff Humanis Website

Malakoff Humanis starts to redesign its website for a better match with its identity of mutual insurance, its strategy and its business priorities.

UX writing & Storytelling

In-product Copy

We consistently improved in-product (website and app) experience for 8 million users whatever is their digital literacy level. We redesigned the homepage to help customer to manage their health insurance quickly and with confidence.

Qonto

Industry

Online banking

Role

UX Writing

Scope

Selfcare

E-commerce

Language

English

French

Qonto is one of the most popular business banking solutions for ​SMEs and freelancers. It serves 450,000 customers in France, ​Spain, Italy, and Germany. It has 140,000 companies that have ​started with Qonto.

Approach

I was in charge of aligning existing in-app copy as a part of the ​rebranding makeover. I also improved clarity. I did this by removing ​differences, combining old copies with new ones, and fixing typos.

Qonto had a team of 12 UX writers at that time, and it has even ​more now. It allows to assign a UX writer for each feature team.

As a senior UX writer, my role was different. I provided cross-​functional support and undertook targeted and quick actions.

Content system

Guidelines

I was asked to find alternatives to bold due to accessibility concerns with new fonts. It’s an example of how a problem was quickly solved with a view to the future creation of the content system, now in place.

UX writing

Card

I was involved in the card termination feature to cater the user journey to more use cases from those assumed.

Issues we faced

We crafted a specific copy to support the increase of card renewal. However, an important share of cards were still returned with the term "not found at this address”.

Turn a quick fix into a long-term solution

We built a 10-week email marketing campaign dedicated to card renewal prompting customers to confirm their delivery address and gradually highlighting that time is running out.

UX Research

In-app

I did some of the initial work which led to refresh the main navigation.

We make room for new products by reducing the number of labels and grouping features in the most logical way.

Renault-Nissan

Industry

Automotive

Role

Content strategy

Copywriting

UX Writing

Scope

E-commerce

Language

English

French

I worked at Mobilize. This strategic business unit of Renault offers vehicle-as-a-service across Europe. This includes subscription services, leasing, and loans for Nissan, Dacia, and Alpine vehicles.

Approach

I was in charge of devising strategies. I also made compelling content to market its services to BtoC customers on Renault and Nissan websites across Europe.

We first made a smooth and unique finance customer journey. This was in key markets: the UK, Germany, France, Italy, and Spain. We did this to regain a competitive edge over banks and new entrants.

The Corona pandemic sped up this change. We added online sales to the digital customer journey.

UX writing & Content marketing

Nissan Europe

Today, users research their dream cars and appealing financing options online before purchasing. To match their intents, we created valuable content, building SEO-led content and providing guidance and expertise. We also made Nissan websites easy to navigate.

UX writing

E-commerce

Renault

We wanted Renault to play a decisive role in the awareness phase. A key deliverable was to help users to understand financing options, notably transitioning from buying cars to buying kilometers with services included.

Nissan

Mobilize design team embraces the entire process of creating ultra-personalized digital journeys, whether customers prefer to start the process online and complete it in a dealership, or start it in the dealership and complete it online.

UX OKRs

Measuring UX Copy Success

We used the data to analyse how users behaved, interacted and engaged in each market to inform future strategies. I was required to identify the most important UX KPIs, analyze them on monthly basis and come up with actionable steps to improve the experience.

Carrefour

Industry

Retail

Role

UX Writing

Copywriting

Scope

E-commerce

Selfcare

Language

French

I joined Carrefour Banque, a unit of Carrefour. I helped to digitalize ​their financial offerings: cards, loans, insurance, and savings.

Approach

I worked first on the flagship product, the card-linked loyalty ​program Carte Pass used by 2 million Carrefour shoppers.

We, as part of the design team, explored a website redesign ​concept. It puts Carrefour in its shoppers' mindset: "How do I keep ​my purchasing power and make my life easier?"

UX writing

Carte Pass Subscription Flow

To reduce the high abandonment rate, the subscription flow was restarted from scratch. Everything begins now with a “How It Works” page”. We also designed forms with better words, brief prompts and assistive text when necessary.

We bundled upsell and cross-sell offers only at relevant stages of the subscription flow. Adding a more premium card or an insurance became, straightforward personalized and intuitive for the user.

UX writing & E-commerce

Website redesign concept

The concept: tap the full potential of Carrefour retail brand, recognize its shoppers at every stage and, if they wish, benefit from their personalized advantages.

Home page

Forging a common identity: align brand image visually and verbally. We kept extra attention to shoppers needs (digitization) and recognition (rewards).

Product page

Attract new customers among Carrefour shoppers: reveal the full potential of the flagship product with easy-to-understand language and proof.

IRSN

Industry

Government

Role

Copywriting

Social Media

Scope

Communication

Language

French

English

IRSN is the public expert in research and expertise of nuclear and ​radiation risks. IRSN advises the government, and ensures public ​safety in relation to nuclear activities.

Approach

Fukushima showed the need for regular and transparent ​information on radiological protection and nuclear safety.

As online editorial manager at IRSN, I oversee the site in both ​French and English. I was also the lead editor at IRSN’s Crisis ​Technical Center.

Teaming up with the communications director, we developed ​engaging videos and short-form content. This helped us reach a ​wider audience through social media.

Copywriting

Website & Social media

We made IRSN reports and information more accessible to various audiences, including ​government, scientists, and the public. We also redesigned the IRSN website to integrate ​social media, helping us reach a broader audience and share real-time updates.

Public communication

National Crisis Organization

In a nuclear or radiological accident, IRSN assesses risks, recommends actions, and updates ​the public. As lead editor, I took part in 15 crisis drills each year and helped in actual crises.

Public information

I created and wrote updates for the IRSN website and social media, ensuring ​timely and accurate information, including real-time updates, risk assessments, ​and safety recommendations during crises, such as nuclear incidents.

Social media monitoring

I monitored social media to track public perception, misinformation, and ​emerging concerns. This monitoring helps IRSN address issues quickly and ​provides clarification when necessary.

Communication strategy

Innovative Content Formats

I created infographics and interactive data tools to make regular public reports easily ​understandable for the public. I also used short videos and animations. They explained ​complex ideas and showed relatable scenarios for context.

IAEA

We shared digital strategies with Member States to ​improve communication. This is in collaboration ​with IRSN's Director of Communication.

Miscellaneous

Get in touch

Read my CV

A little more about me