Words in a Digital World: What Is a UX Writer, and How Do They Shape Our Interactions With Technology?
Technology has become such an integral part of our modern lives that we often overlook the language it uses to communicate with us. When designed well, the digital devices and services we use can integrate seamlessly into our daily lives. That integration, however, is anything but effortless; it’s the complex product of thoughtful design and carefully crafted words.
This is where the UX writer comes in — a frequently misunderstood but immeasurably influential profession in our electronic world. Without UX writers, our day-to-day technology reverts back to a complicated series of circuit boards and LCD screens, unable to communicate directly with us.
In the world of digital products, details and context matter. UX writers specialise in communication strategy and content creation for digital products, and they use that talent to ensure a seamless experience with technology.
But this is all just the surface stuff; if we want to really understand the role of a UX writer, we’ve got to dig a little deeper. Let’s explore what a UX writer does, how they do it, and why it matters so much.
What is a UX writer?
A UX (User eXperience) writer is responsible for crafting the language used in applications, software, or any other digital system that needs to be able to ‘talk’ to humans.
We’re often so surrounded by technology that we can forget about the language it uses to speak to us. But just strip away the text from any online service or electronic device and you’ll soon realise what a cold and barren landscape ‘tech without words’ really is.
The content that a UX writer creates could be anything from the text of an error message to the entries on a drop-down menu, or any other written material that helps steer you through digital space. In a way, you could think of it like road signs — you might understand what an arrow means and where it’s pointing, but without the words on the sign, you’ve got no idea where you’ll actually end up.
A UX writer’s role will differ depending on the product and the project they’re working on, as different machines and different audiences require their own targeted language and style. But, as a general rule, good UX writing is considered to be clear, concise, and helpful. It should create a smoother, more intuitive experience for the user, whether they’re looking to buy some sports gear online, build a profile on social media, or set up a direct debit via their mobile banking app.
How does UX writing differ from other forms of copywriting?
With UX writing becoming an increasingly important form of communication in our tech-heavy lives, the profession can sometimes get confused with other forms of content creation, particularly the more general term ‘copywriting’.
Copywriting is often a broad term given to content created for promotional, informative, or technical use. It includes everything from million-dollar marketing campaigns to that strangely fascinating text you end up reading on the back of your cereal box. Copywriting can serve a range of functions, but one of the most common ones is to promote a product or service, encourage people to use it or engage with it, and teach people more about it.
On the other hand, UX writing is focused on the user experience itself; it’s about helping customers navigate and understand a digital product whilst they’re actually using it. It doesn’t generally employ the same techniques as persuasive, promotional copywriting or other forms of marketing, nor is it produced via the same methods.
But to say these two forms of writing occupy entirely different realms is not true, and there are similarities in certain areas. After all, the end goal of good promotional copywriting and good UX writing are often similar — to encourage users to try, and then stick with, a certain product or service. Excitement about a product can be built via good UX writing, even if its main purpose isn’t necessarily ‘promotional’ in quite the same way as an ad campaign.
Why does UX writing matter?
Well, the simplest answer is that we need our technology to communicate with us so that we know what to do with it.
Whilst it’s true that some symbols can be fairly universal and easy enough to recognise (like the floppy disk ‘save’ icon), visuals alone aren’t enough for most services. There’s a reason why websites and apps have language options; translation is a different field, but it shows how important it is to have text you can read, in a language you can understand. Having no language at all is only a little less helpful than finding the user manual only comes in German (unless you speak German, of course).
But good UX writing does much more than just toss a few verbs and nouns in the right places — it’s an integral part of a user’s overall experience. Not only does it guide them through otherwise-confusing digital landscapes, it also gives character, meaning, and enjoyment to that experience.
Of course, that’s still just an overview of all the ways in which a good UX writer really makes the experiences we have with technology every day.
If you have any part in the digital world — whether you’re selling tech, running apps, launching a new website, or designing a blender — you’re going to need a UX writer. Your customers, clients, and users need to know how to get the best out of what you’ve made for them.
But if you’re still not convinced, or you just want a little more information on the value a UX writer can bring to your team, you’re in luck — we’ve got a full breakdown of all the ways that good UX writing is vital for your business.
Helps users understand your product
Apps and software come in all shapes and sizes these days, and that means a crowded marketplace. If you’re unable to show your users exactly what your product does and what it has to offer, you’re unlikely to get people excited about it.
When it comes to tech, users often come to appreciate the usefulness, aim, or mission of a product through interacting with it. Good UX writing can help make it clear to the user why they need this particular piece of digital magic in their life; what does it help them with, what need is it fulfilling, and how does it give them greater control or a better experience in the world?
Retains first-time users
Just as a user’s appreciation of tech is established via actual use, so too is their willingness to keep going with a particular piece of software. Being able to attract and then retain users — a process often referred to as ‘onboarding’ — can often hinge upon how clear, functional, and relatable the language is.
This is where UX writing can really make the difference between Silicon Valley stardom and digital scrapheap.
If a user encounters confusing or unpleasant language in their first experience with the service, they’re very likely to turn tail and never look back. A good UX writer will do the digital version of a house viewing; they’ll invite you in to take a good look around, discuss all the benefits and the possibilities, and sit you down with a cuppa to discuss what you’d like to do next.
Creates a smoother, more intuitive experience
When it comes to technology, everyone wants an experience that makes life less stressful and more enjoyable. They want a sense of choice and agency, but they don’t want to be left in the dark. They want to know where to go next, but they don’t want to feel pressured. They want options, but they don’t want clutter.
Of course, the basic design of an application is crucial to user experience, but the language that guides users along this journey is equally important. Ease of access can often be a deciding factor in whether someone wants to continue with an app or delete it from their phone. Text that shows up on any buttons or menus has to be easy to understand and appropriate for its purpose.
UX design and UX writing are part of the same complex process of helping humans and machines communicate more seamlessly. Good UX writing will keep your users’ experiences as frictionless as possible, leaving them space to enjoy your product and benefit from the service it offers.
Showcases the full potential of your product
Of course, software doesn’t have to be simple to be popular! Some of the most widely used online services — like Google or Amazon — have a dizzying array of functions and options that users can play with. Consider software used by creatives, like the Adobe suite, or engines for video game development, like Unity. These are all very complicated services, but they’re some of the most popular of their kind.
Some people think that good UX writing guides users through a linear path as quickly and easily as possible. This can be true, but good UX writing can also help users explore the possibilities and experiment in a way that feels exciting rather than daunting — a journey of discovery, rather than a confused walk in the darkening woods.
For a user to get the most out of any electronic device or service, they need to be helped, not hindered, by the language it speaks in. No matter how big or small it is, your product needs language that will cover all the bases; you need to be just as clear and helpful introducing ‘the tool that no one ever uses’ as you do the core functionality.
Humanises digital products and services
This is potentially the area in which UX writing has developed most impressively in recent years.
Generally speaking, humans like to be spoken to like a human, by a human — even if they know that they’re actually talking to a machine. Small adjustments in tone can make your digital product ‘talk’ more naturally, and this makes a huge difference in how comfortable users feel when using it.
Consider the ‘uncanny valley’ — the point at which something replicating human looks or behaviour is just inaccurate enough to make us feel unnerved. Let’s say you log into a streaming service, and you’re greeted by a big message at the top that says ‘What are you watching today, Alex?’. Seems comfy enough. Now imagine it says ‘Alex, what are you doing here?’ instead. Which one feels strange?
Both might be trying to capture the friendly, casual tone of making you think about what you want to watch, but only the first is worded in a way that feels appropriate and expected; the second sounds more like it would appear on an episode of Black Mirror.
Having said all that, a good UX writer will appreciate that overdoing a conversational tone can appear forced. Extreme informality can actually end up being counterintuitive when it comes to keeping users happy.
Good UX writing involves crafting language that can soften the divide between technology and the people benefiting from it, whilst still recognising that people want clear and natural communication from their devices.
Establishes your product’s identity and builds a voice for your brand
Copywriters working on a marketing campaign will work hard to preserve a particular tone of voice or brand image that you have envisioned. In the same vein, good UX writers make sure your digital products speak to users in a voice that’s right for your brand.
Good UX writing isn’t just window dressing; it forms an integral part of your company’s identity. It’s the manner in which you communicate with customers on a functional level whilst they’re actually interacting with your product. Different companies will approach this in different ways, but working with a talented UX writer means getting across everything you need to in the most practical way — without losing your brand’s style and voice.
Maintains consistency across all mediums, products, and services
Establishing a clear brand identity is just as important as preserving it across different digital mediums. Consistency of tone and messaging can be vital in maintaining a professional and cohesive image.
On a more functional level, it also keeps things clear and consistent for users. Different messages appearing for the same reason, but in different guises, can confuse people. Switching from an informal and friendly style to a purely technical one can be incredibly jarring. Whether you’re overhauling your website or releasing an update for an existing piece of software, pre-established users of your products should know what to expect in general — even if the fine details are a little different.
Modern technology is often a complex web of programming and user-facing design, and the latter serves to disguise the complicated workings beneath that are unnecessary (or even unhelpful) for the user to think about. Inconsistent UX writing across products can actually start to break down this illusion of simplicity, distracting users from the experience at hand whilst diluting any brand identity you may be carefully trying to construct.
Reassures users
Users often have reasonable misgivings about software and devices. They might ask questions like ‘where will my data end up?’, ‘how are my passwords going to be kept safe?’, or ‘who is going to find out my address once I enter it into this form?’.
In the same way that proofreading is important for establishing authority and professionalism, good UX writing is vital for inspiring confidence in your users. Mistakes or oddities stand out as a rush job or a lack of care to most casual observers, and those can be the hallmarks of careless developers at best, and full-blown scammers at worst.
Good UX writing can help reassure your users that you have their best interests at heart, that their interaction with a product is safe and secure, and that they can trust you with whatever information they’re asked to provide.
Answers users’ questions before they ask them
By collaborating with a broader UX design team, a thoughtful and highly skilled UX writer should also be able to anticipate certain concerns or queries that the user might have before they even arise. These may not necessarily be to do with safety — they could be as simple as ‘how long is this going to take?’ or ‘what do I do if I want to change my profile picture?’.
Good UX writing is all about answering the questions before they get asked. By the time a user is comfortable with your product, they’ve already unknowingly circumvented questions that bad UX writing might have thrown up. If your customers are asking themselves questions that seem too simple to have been missed, like how to access basic functions even after a while of looking around, then something is going wrong.
What does the UX writing process involve?
This is really where UX writing begins to differ from other kinds of writing, especially in terms of the professionals a UX writer is likely to be collaborating with. The potential of a talented UX writer is at its greatest when they work closely with UX designers and researchers.
Not all UX design processes or writers look the same, but some of the steps will often be similar across projects. After all, all UX writing is ultimately about making a better experience for the user.
Planning with UX researchers
A good UX writer is likely to be a good researcher themselves. They’ll gather customer feedback, figure out what sort of language connects with users, and then help programmers and designers understand the need to use that language.
Professional UX writing is always rooted in solid research; if you want your product to speak in a way that facilitates understanding and enjoyment, then trialling and evaluating what does or doesn’t work is key.
There are numerous ways research for UX writing and design can be carried out. Getting potential users to consider certain phrases to see which is clearest, or testing different tones of voice to see which style sounds the best, are just some of the ways UX writers might go about establishing the language needed for a certain digital product.
Market researchers will also look for what customers need from a product, what ‘problem’ they would like it to help them with, what they want in terms of functionality, and where they might find it confusing or frustrating. A UX writer should be involved in the asking of these questions as well, as the answers can prove crucial in helping determine the content and style needed within an application.
Creating with UX designers
It may be easy to assume that an application’s visual layout or physical flow operate separately from the words accompanying it. In reality, a good UX design team will recognise that these elements are inseparable.
UX writers work closely with designers and software engineers to ensure that words fit within a digital environment, both literally and in terms of how they sound and function.
A UX writer may also take important direction from the design team regarding the sorts of phrases needed and functions to be signposted. A detailed knowledge of the product itself — including what its aims are, how it might prove helpful to the user, and where functions or design might cause confusion — is vital for a UX writer looking to make users’ experiences as seamless as possible.
Writing and editing UX copy
The writing (and subsequent honing) of words for technology are the true bread and butter of the UX writer. Everyone works differently, but many will start writing the content whilst the research and design processes are still ongoing. They’ll edit, crop, tweak, reshuffle, and try out different words to fit different spaces, all whilst developing a consistent tone and voice that suits the product.
Testing the (not quite) final product
As with all truly effective writing, the testing, evaluating, and editing stages are crucial in ensuring UX writing is doing what it’s supposed to.
There are often numerous rounds of testing during UX design processes, including testing during the research stages, iterative testing during the active development of a product, and post-launch testing. One of the greatest features of newer tech is that everything can be constantly updated, tweaked, and re-engineered to better suit the needs of users — without the product having to be ‘returned’ or replaced physically. Thank goodness for the internet!
UX writers will be intimately involved in evaluating feedback, making adjustments to anything that’s confused, misdirected, or frustrated users.
When it comes to UX writing, language can only be truly understood and evaluated when it’s seen in action. If you need clear and concise language that guides a user through your product, you need good UX writers who understand how to craft — and then re-craft — the words that drive our interactions with technology. A good UX writer will recognise the importance of seeing how people respond to words in the moment of their use, and will then be able to reshape these words if necessary.
Next steps in your UX writing journey
We can’t ignore the importance of the words that help our technology speak to us. UX writers understand how these words need to work, and have the skill set and experience to craft clear and purposeful language. Whether it’s a website or a washing machine, great UX writing helps us interface with the electronics we rely on every day.
So, we’ve explained what a UX writer does in great detail, and now you may be getting a few ideas. Maybe you’ve been working with a digital product for a while and it’s not quite kicking off, or perhaps you’re in the development stages of a new app. Whatever the case, you’re probably considering how a UX writer could really connect your product and its users.
At ZippyLingo, we have a team of talented UX writers who specialise in this particular form of content creation — writers who understand what customers look for in technology, as well as the complex collaborations that make it fun, useful, and intuitive. Why not have a chat with us today to see how we can help you turn your digital dream into a well-worded reality?
