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About me

Hi, I’m Kinneret Yifrah, Founder and manager of Nemala*, the leading Israeli microcopy studio.

I have designed the voice & tone and written microcopy in digital products for some of the leading players in the Israeli market.

* Nemala means Ant in Hebrew

Microcopy Facebook group homepage

I lead the microcopy (UX writing) community in Israel and manage its vibrant Facebook group of more than 17,000 professionals: Microcopy and UX writers, designers, product managers, copywriters, marketing people, and many more.


We hold meet-ups several times a year, giving our community talks about the cutting-edge aspects of microcopy and UX writing.

I also give talks about microcopy and UX writing in conferences and professional meet-ups throughout the digital industry in Israel and abroad.

My microcopy-writing workshops are popular both in the wide professional public and in organizations that want to take the relationship with their users to the next level.

Talks of Kinneret Yifrah about microcopy and UX writing
The book Microcopy The Complete Guide

The most important thing I have done in this field is definitely writing the complete guide for UX writers, UX designers, copywriters, and anyone that writes microcopy for UX.

The book was translated into English, French, German, Japanese, Italian, and Korean.  Professionals from 50 countries already have their copies.

What the head of global content at eBay had to say about the 30 copies she got for her team?

The northen lights over a forest

What else?

  • 16 years of experience

  • Post-grad in Language Editing

  • BA in Sociology and Anthropology

  • Honorably discharged Sergeant Major (Air Force)

  • Finally saw the northern lights on Feb 2019.

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