Dom Crincoli

Strategic UX Content Designer at Lowe’s. AI will write. It already does. That changes the job. When content creation is no longer limited to content designers, the highest-value work is no longer touching every word. It's designing the systems that make those words useful, coherent, trustworthy and scalable.

As Jody Allard has noted, content design is dead. Long live content model design. Content model design is the practice of designing the rules, patterns, and quality gates that shape how AI systems communicate in product experiences, so the language stays clear, consistent, and recoverable even when no content designer writes it. It moves the work from artifact creation to system design—from polishing outputs to shaping how outputs get produced.

While serving as lead content designer for the Lowe’s design system, I created the organization’s first style and component-level content design guidelines, then led the global standard across the enterprise, placing content design at the same information-architecture tab level as product design. When content design was eliminated, I built—without being asked—an evaluative checklist with 94 criteria I authored and prompted. It scores real UI (Pass, Warning, Fail, or Indeterminate) and returns rewrites so product teams can continue without a content designer on the squad. Indeterminate exists because a screenshot cannot prove alt text, research, or a KPI. The model does not invent a pass. This content quality gate is content model design in practice, reducing organizational risk and improving accuracy.

Also shipped about 100 new assisted-checkout error messages and buttons, which reduced Service Center calls by 12%. We also added Talk-to-Text on the company device, with conversations completing in under 5 seconds in user research.

Earlier work includes strategic content and corporate communications consulting for Consumer Reports, GE Power & Water, Lockheed Martin and Pitney Bowes, and a multi-year role as Regular Contributor to The New York Times.