Camila B Pechous: A Key Force Behind Expedia’s UX Content Transformation

Intro

Welcome to Spotlight, your gateway to the UX/ Content Design world, through a distinctive series of interviews that spotlight the industry's leading voices. Our succinct, direct-to-the-point approach poses ±10 sharp questions to veterans and rising stars, gathering insights and perspectives shaping the UX scene.

Meet our guest — Camila B Pechous,
Senior Manager, Content Design @ Expedia Group.

Like many innovators in content design, Camila Pechous began her career in traditional publishing. With roots in Brazilian publishing houses and a strong foundation in bilingual communication, she started as an editorial assistant at Publifolha, the book-publishing division of Folha de S. Paulo, before transitioning into the tech world. Her journey spans from KPMG Brasil to prominent roles at global tech giants.

The pivotal shift in her career trajectory came when she embraced digital transformation, moving from traditional content creation to product strategy and user experience. With over 10 years of experience in digital content, Camila has shaped user experiences at industry leaders like Amazon, where she served as Senior Content Strategist for Devices & Alexa Services, and Square, where she elevated the seller experience as Senior UX Writer.

At Meta, she took on the challenging role of solo content designer in Health Tech, where she pioneered content strategies for VR/AR devices, particularly in health and wellness applications. Her work involved establishing UX content processes and collaborating with core sub-teams across Health Tech, demonstrating her ability to navigate complex technical landscapes while maintaining user-centered design principles.

Currently serving as Senior Manager of Content Design at Expedia Group, Camila leads content design efforts that shape the digital travel experience for global audiences. Her master's degree in Digital Media from the University of Washington, with a focus on user-centered design and content strategy, has equipped her with the perfect blend of academic knowledge and practical expertise.

Camila champions the integration of content design from the earliest stages of product development. She emphasizes that content designers should be involved from the discovery phase, ensuring that user experience is enhanced through clear, purposeful language across all touchpoints. Her unique perspective as a Brazilian-born professional has also informed her passion for creating digital products that resonate with bilingual and international audiences, bringing a global mindset to every project she tackles.

Without further ado, let's get to the Q&A:

10 Questions with Camila B Pechous

1. You climbed the content career ladder, moving from roles like Editor, Copywriter, Localization Coordinator, Content Strategist, and UX Writer to senior-level positions. What key qualities distinguish a senior Content Designer or UX Writer from a mid-level professional, beyond just years of experience? Additionally, how has your approach to content strategy evolved over the years?

   Ah, the good old imaginary career ladder! Let’s say my path wasn’t exactly traditional. Most companies don’t have UX content design career structures figured out, so I spent a lot of time making lateral moves until the right opportunity came along.

   
   The real game-changer for me was becoming opinionated (or embracing who I truly am). I know that can sound tricky because it can sometimes come off as arrogant—especially for folks from underrepresented groups, who usually face even more pushback. As a senior UXer, you are your authority. The key is getting comfortable and confidently sharing your approach. Authenticity to me is having an opinion.

   
   
   

2. At Meta, you played a vital role in planning and developing content for VR/AR devices. What aspects of these immersive technologies stood out to you the most during your work? How familiar were you with VR/AR UX before taking on this role, and how challenging was it to adapt your work to such a different environment? In your opinion, how will these technologies transform content design and user experiences in the future?

   At Meta, my work was laser-focused on health tech—and honestly, I’d love to jump back into something like that. Building a content strategy for things that don’t exist yet was all about being agile, precise, and, yep, having strong opinions.
   
   I really enjoy being around people working on spatial computing—the next step beyond AR/VR. I watched content designers put serious effort into naming gestures and controls, making sure they felt intuitive and familiar to users. It wasn’t just about being clear, it was about nailing the tiny details that make interactions seamless. Seeing a content designer shape those key decisions was eye-opening.
   
   I even remember one colleague passionately debunking the whole concept of “immersive.” It was awesome to see how much thought went into every word and interaction.
   
   
   

3. Transitioning from Meta to Expedia, how have you applied your experience from the social media giant to the travel industry? What unique challenges or opportunities have you encountered during this shift?

   I call my short stint at Meta "CD Bootcamp." In just six months, I picked up things I’d never even touched in grad school. It was a crash course that leveled me up. I walked away with pride and a fire to help shape content design into a world-class discipline. Of course, every environment is different, and what works in one place doesn’t always translate directly to another. But that experience gave me a solid foundation—and the hunger to keep pushing forward.
   
   
   

4. Expedia caters to a global audience. How do you ensure that content design at Expedia considers diverse cultural contexts? How does your experience as a Localization Coordinator inform your current role in content design? And in what ways has your understanding of diverse user needs and cultural considerations shaped your approach to creating user-friendly experiences at companies like Expedia?

   Localization is a topic I’ll always advocate for—it’s close to my heart. The real challenge is convincing a product manager to consider the nuances of a country they’ve never visited. It’s not always easy to get that buy-in, but those details matter.
   
   EG has an incredible g11n (globalization) team with language experts across multiple business areas. It's a lot to manage. Keeping the process smooth across so many teams, regions, and languages is no small feat. But when it’s done right, the impact is huge.
   
   
   

5. Looking back at your experience at Amazon as a Senior Content Strategist for Devices and Alexa Services, where you specialized in voice-controlled devices, what did your typical day-to-day responsibilities look like? Also, could you discuss the collaborative aspects of your role, including the teams or stakeholders you worked with to enhance the voice interaction experience across different devices?

   I worked within the customer service organization, where we were the last stop in product development and the first place customers turned for help. That’s pure CX. When creating knowledge base content and help articles, we focused on empathy mapping—understanding what customers were thinking, feeling, and saying.
   
   One of the coolest parts was collaborating with hardware PMs in the device labs—getting an early peek at products launching 1-2 years out. That gave us time to dive into the tech and translate complex concepts into user-friendly content.
   
   Localization was key. We had to ensure feature parity across markets like the US, Mexico, Brazil, and Australia. The content needed to work globally but adapt locally, and our CMS ensured each region saw only relevant information.
   
   We also designed content for voice enablement, breaking it into bite-sized chunks so the voice assistant could "read it smoothly". Apologies for quoting a millionaire here, but when Bezos said, "start from the customer and work backward," he wasn't lying. That mindset really shaped how I designed inclusive, global content.
   
   
   

6. At Square, simplifying financial transactions required balancing legal disclaimers and numerous legal checks. How did you manage these obstacles, particularly when working with the legal team, to enhance the user journey for sellers? Moreover, how did you incorporate clear and concise language to facilitate seamless and intuitive financial interactions for users?

   I didn’t get many opportunities to work with Legal teams at Square, but I was in a really interesting space, working across different parts of the Seller experience—specifically in conversational design. My focus was on creating smooth handoffs from AI to human support. Funny enough, I wasn’t too excited about it at the time—definitely a missed opportunity in hindsight!
   
   The challenge was making sure the AI assistant knew when it had reached its limit, like with complex issues or emotional cues. For small business owners, time is everything—they couldn’t afford to wrestle with our system. The AI assistant was there to help, but only up to a point.
   
   
   

7. During your time working in "localization", you likely managed the complexities of adapting content for diverse audiences. Can you share a specific instance where cultural nuances significantly impacted the localization process, and how you overcame these challenges? Additionally, could you elaborate on the workflow, from validating the copy to ensuring the localization aligns with the region? What tools did you use, and which roles or profiles did you collaborate with most frequently?

   In my first full UX role, I worked on internal tools for customer service associates. One of our challenges was improving navigation—especially system statuses that reflected what associates were doing, like reviewing tickets, taking calls, or being on break. With Amazon’s call centers spread across the globe, many agents spoke English as a second language.
   
   At one point, there was a push to change the “lunch” status to “break 1” and “break 2.” That’s when I realized some cross-functional partners didn’t know that, in certain countries—especially in Latin America—a “break” doesn’t carry the same meaning as it does in the U.S. For many, lunch isn’t just a quick break; it’s a meaningful part of the day. Labeling it as “break” would mess with established routines.
   
   Sometimes, you have to be that voice in the room. Decisions that affect users worldwide—even in remote communities—are often made in rooms filled with homogenous tech executives. It’s our job to bring those perspectives forward and make sure the solutions actually fit the people they’re designed for.
   
   
   

8. Unfortunately, content designers and UX writers are often brought into the process at the final stages, typically receiving a high-fidelity UI prototype and being asked to write or refine the copy with minimal context. How does this approach create challenges and difficulties? Are you still encountering this issue, and what advice would you give other teams to prevent it?

   It’s frustrating that we’re still having this conversation. I no longer face this exact challenge, but the real issue now is articulating what content design can achieve. With LLMs, we’re at the forefront of what’s next—content *is* the experience. And yeah, that might not sit well with everyone.
   
   My advice is mainly for leaders: It doesn’t matter if you hire the best talent in the industry if you’re not preparing the rest of your UX team to collaborate effectively. Beyond just bringing content in early, design leaders need to foster psychological safety and support the mental well-being of their content designers. Many content folks are burned out from constantly having to perform a tap dance just to do the work they were hired to do.

   
   
   

9. The tendency to bypass UX research for expediency might reflect broader organizational attitudes. In your view, how can companies foster a culture that values and effectively utilizes UX research? What strategies have you seen work well in elevating the importance of user insights in the design process?

   Let UX research move beyond just being a checkbox on the roadmap—it’s often too reactive that way. Giving space for strategic research allows them to take a step back and look at the bigger picture, helping us answer the real question: Are we solving the right problems? I’m sure it’s more complicated than I’m making it sound, but in my experience, researchers are some of the biggest champions of content. They’re always advocating for clarity and consistency across the entire experience.

   
   

   
   

10. We’re building a Content-First UX Platform at Punkt, where Content Designers and UX Writers co-lead UX and design decisions from the beginning. We believe this can solve many common problems product teams face today. Based on your experience, do you think the Content Team could eventually become part of the leadership group driving the entire UX process, or is it still too soon for them to be on equal footing with other teams?

    It’s not too soon—it’s about time! That said, many organizations still lack the UX maturity to embrace a content-first approach or bring content folks into design leadership roles. My hope is that people can adjust their expectations and realize it’s not about their skills—it just might not be the right company for them.

    
    

👋 Don't forget to follow Camila

LinkedIn linkedin.com/in/pechousc
Website camilapechous.design