Becoming a UX writer (and how they differ from copywriters)

In The Silent Importance of Microcopy, I wrote all about the relevance of copy and the current business problem that is caused by the lack of focus on it. This article gives a more detailed overview of what one actually needs in order to be working with copy and microcopy, and what a UX writer is not.

Image from “Your guide to the fundamentals of UX writing”

UX writing is a fairly new profession, so most are not aware of this term, even if they in fact carry out some of the work of a UX writer. While in the digital world we may have become quite familiar with what a UX designer does, only slowly (and late) do businesses realise the existence and importance of UX writers, too. Meaning, having someone work on a digital product that does not (solely) aim to make design as accessible and practical as possible, but copy–the text in digital platforms–as well. No surprise there that design is always light years ahead and too late is the power of words realised.

The difference between UX Writers and Copywriters

To get this out of the way first, copywriting is a marketing profession with its goal, simply put, to try and sell something. They, for example, write slogans, product descriptions, campaigns and promoting text elements on a website. UX writers work on a product that has already convinced someone to use it (for example, digital platforms such as an app or software) and their goal is to try and make it as easy and accessible for everyone to use. Not through architecture. Not through design. Via text, only. While, of course, also selling said product. I have experience in both.

Image from “How to build a better product with UX writing”.

While copywriters primarily focus on copy standing out (as again, they aim to convince how great something is), UX writers primarily focus on how copy does not stand out (as copy that is disturbing or unclear causes the user to pause and possibly get irritated within their journey of what they came to your product for). Their work requires them to write simple, yet understandable copy that enables the user smooth and fast navigation through the product. Only the best manage to combine the creative aspects of copywriting, too, without paying the price of losing accessibility.

What makes a UX writer?

1. A UX writer is someone that understands and continues to fight for the power and importance of words.
2. They are a creative mind, always up with an out-of-the-box solution up their sleeves, and willing to change perspective entirely to solve an issue.
3. Their distinctive eye for detail and consistency is key to their work.
4. And they have the ability to work with data and extract the most crucial points that ask for change or proof.
5. But. While all these aspects can be taught, most importantly of all, a UX writer (as well as UX designer and UX researcher) requires a heart full of empathy. Without it, the essential aspect of this job cannot be fulfilled. As it is them that need to ask the What?, the Why? and the How? What does the user want to do? Why do they quit their journey within the app? How can this process be simplified for the user? Putting themselves into the shoes of other people to try and understand their goals, their wishes and their struggles is essential to the work of UX writers. By definition (Oxford English Dictionary) empathy is “the ability to understand and share the feelings of another.” (More on this in the article One Spoon of Empathy).
6. Additionally, one needs to understand the basics of UX design as they are inexcusably linked with one another. Working together closely is essential in providing the best possible experience for users.

The craft of UX writing

UX writing aims to have a conversation with the user via the UI of a digital product. The writers help guide the user through the user journey i.e. along each step via copy and continuously try to improve it in order to simplify the experience for the user. Moreover, UX writing not solely guides but also provides explanation. For example, and very simply put, an error message will not only contain the copy “An error has occurred” but an explanation as to why it did occur or an explanation of what the user can do now. An empty state does not solely read “You have not added any products yet.” but could help the user with “Head to your settings to add products.” UX copy goes the extra mile of being helpful and supportive. And behind the UI is continuous research on how to make it better and how to help the user even more. From testing two different versions of one screen via A/B testing to conducting further quantitative and qualitative research.

This profession belongs to Content Strategy and uses language to help users achieve their goals. In many ways, it is similar to traditional writing as it should be consistent, comprehensible, and appropriate for the target audience, but it is a special, concentrated copy. Some challenges that come with UX writing are translatability, viewing copy as a design element, and taking the visual hierarchy into account (visuals can influence UX writing’s effectiveness).

Image from UX Writing — Part 1

To the ones that have a lot of empathy to give: There is no such thing as “too much” in what’s exceptional about you. UX Writing certainly can be one direction to go where this special ability of yours is gold. Make use of your empathy! It can make a difference to many. I’ve seen it.

The UX Collective donates US$1 for each article published in our platform. This story contributed to Bay Area Black Designers: a professional development community for Black people who are digital designers and researchers in the San Francisco Bay Area. By joining together in community, members share inspiration, connection, peer mentorship, professional development, resources, feedback, support, and resilience. Silence against systemic racism is not an option. Build the design community you believe in.