UX writing isn’t a “nice to have.” We have an important impact on the user experience, and we have a niche specialty product designers and others lack.

Products are becoming increasingly complex. Just look at how Tinder has evolved:

why ux writing matters

Ten years ago, Tinder was a simple app where you swiped left and right to find love (however fleeting you desired.)

Now, it’s a microcopy-packed juggernaut with complex features users need to understand in order for Tinder to meet their business goals and retain happy users.

UX writers excel at communicating complex concepts, and a product designer doesn’t have the training or the time to pay special attention to the words.

UX writing helps bottom lines

Don’t underestimate the power of words.

Take these two examples of how words significantly impacted bottom lines:

why ux writing matters

By changing “Publish” to “Export Video,” Julia upped their video volume by 10%. And Google increased engagement by 17% by changing “book a room” to “check availability.”

Anecdotally, when I was at Netflix, we significantly increased successful payments by changing “Credit Card” to “Credit or Debit Card.” (PS: if something just says “Credit Card,” 9 times out of 10 they also process debit cards.)

While these changes might seem small, they’re quite mighty.

The *right* words make life a lot easier for users

UX writers care about making life easier for people. And we really can! The right, strategically chosen words can make a huge impact.

Take this example or a sign-in error:

why ux writing matters

The before version leaves a user lost, confused, and probably annoyed. Imagine this had to do with signing up for a bank or ordering a new passport. Sensitive information is involved, and that freaks people out.

Compared to the after version, it’s clear the problem is small potatoes.

Beyond business goals, UX writers have the power to be silent heroes in de-stressing the world. With our superpower of reducing friction and creating delight, we make micro-events in people’s lives more enjoyable, which can create a happier world, one word at a time.

Keep learning — head to the next lesson, UXW#3: How to know if you’ll thrive as a UX writer.

Happy UX writing 🖖

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