{"id":1633,"date":"2019-12-01T12:02:23","date_gmt":"2019-12-01T12:02:23","guid":{"rendered":"https:\/\/uxwritinghub.com\/?p=1633"},"modified":"2021-05-04T07:09:20","modified_gmt":"2021-05-04T07:09:20","slug":"creative-ux-writing","status":"publish","type":"post","link":"https:\/\/uxwritinghub.com\/creative-ux-writing\/","title":{"rendered":"Don\u2019t kiss creativity goodbye! Insights by a creative turned into UX writer"},"content":{"rendered":"

I\u2019ve been working as a digital creative in the advertising industry for over 10 years. As a copywriter, I\u2019ve written copy for lots of webs, tons of banners, some innovative campaigns, and countless emails. But still, I am learning\u2014and unlearning.<\/span><\/p>\n

The Internet is ever-changing. Instagram, TikTok, Netflix, Spotify, and Youtube are trendy today but they all might be dated tomorrow. That\u2019s what makes it so interesting. Because I, like anyone working in the tech field, must be prepared to evolve with it. But by changing the name of our job description? Let\u2019s say that\u2019s only the beginning.<\/span><\/p>\n

According to <\/span>Monster\u2019s definition<\/span><\/a>, copywriters write slogans, scripts for advertisements, and more detailed text for print or web with the ultimate goal of creating effective and memorable advertising campaigns. Compare this to how <\/span>Google defines<\/span><\/a> the role of a UX Writer as one who <\/span>conveys brand voice and shapes the product experience by crafting copy that helps users complete the task at hand.<\/span><\/p>\n

\"\"<\/p>\n

Image from <\/span>\u201cHow to build a better product with UX writing\u201d<\/span><\/a>.<\/span><\/p>\n

Pretty different, right? As many of you may have noticed, user experience is the game-changer here. It\u2019s the difference between making something cool and making something helpful. This means we may have to set creativity aside\u2014at least for a while.<\/span><\/p>\n

Embrace UX, don\u2019t be a stranger\u00a0<\/b><\/h2>\n

Empathy is key. If we want to help our users then understanding their needs is critical. Who are they? Why are they using our digital product? What are their pain points? How can we solve those?\u00a0<\/span><\/p>\n

So many questions that can\u2019t be answered by intuition alone. To get all the answers we must conduct research. And give it time. Real research includes competitor analysis, audience segmentation with creating personas, interviews with users and experts, surveys, and conversation mining on actual user-to-user or user-to-brand conversations.<\/span><\/p>\n

Once it\u2019s all done, then comes the time for understanding and ideation. This is where we work together with designers and developers to generate user journeys and plan the structure of the product. Then, it\u2019s time to test it\u2014and to test as much as possible. Because even after much research and hard work on the creation, some adjustments will still need to\u00a0 be made all along the way.\u00a0<\/span><\/p>\n

\"research<\/span>Image from Nielsen Norman Group\u2019s <\/span>UX Research Cheat Sheet<\/span><\/a><\/p>\n

The next step is to start a conversation\u2014but make every word count. <\/span>UX writing texts must be clear, concise, and useful. No matter how shocking it is for a creative: this rule is set in stone. Our only referent, human language, is this way. And we need to transform common interactions into conversations in order to establish trust. Boring? Only if the writer (or the brand\u2019s voice) is.<\/span><\/p>\n

Practice creativity, don\u2019t be meaningless<\/b><\/h2>\n

Here comes my favorite word: Creativity.\u00a0<\/span><\/p>\n

Defined by the Cambridge Academic Content Dictionary as the ability to produce original and unusual ideas, or to<\/span> make something new or imaginative.<\/b><\/p>\n

Make something new or imaginative. Yassss!\u00a0<\/span><\/p>\n

The opportunity to find our own way of saying things, to become relevant. This is why defining Voice & Tone is vital. Otherwise, all the digital companies would sound the same. And we all know that\u2019s far from the truth. There are patterns that we all repeat, of course, but adjusted to each personality.<\/span><\/p>\n

In many cases, newsletter pop-ups can be repetitive and terribly boring. In the example below, you can see that there\u2019s a huge difference in how Wired, the tech magazine, and The Sill, an ecommerce for plants, invite us to sign up. Get the dirt or the future? It depends on your interests.<\/span><\/p>\n

\"\"<\/p>\n

These are two good examples of how creativity can enhance even the slightest piece of microcopy. But creativity in UX writing is a challenge. We can\u2019t abuse it.<\/span><\/p>\n

Remember: clear, concise, and useful. And stick to the brand\u2019s voice.\u00a0<\/span><\/p>\n

So before we allow ourselves to get carried away by creativity, we must think of our users and consider if a piece of copy will make them overthink or be difficult to process.\u00a0<\/span><\/p>\n

If the answer is yes, kill it.<\/span><\/p>\n

Don\u2019t cry creatives of the world\u2014there’s good news too<\/b><\/h2>\n

Just because creativity isn\u2019t always at the forefront, that doesn\u2019t mean it doesn\u2019t often come into play.<\/span><\/p>\n

Creativity in UX writing should be used in a clever, strategic way. It also lets us rethink all the processes, all the contact opportunities, and even create new ways to engage with our users. We may need to change the way we think about creativity, but we\u2019ll learn to enjoy it in a whole new and useful way.<\/span><\/p>\n

Finally, we have the opportunity to help people. And how cool is that?\u00a0<\/span><\/p>\n

Luc\u00eda<\/a> is a digital marketing specialist with over ten years of experience in major advertising agencies. One day, she felt into UX Writing and now prefers to keep it simple. And useful.<\/p>\n","protected":false},"excerpt":{"rendered":"

Just because creativity isn\u2019t always at the forefront, that doesn\u2019t mean it doesn\u2019t often come into play.\u00a0 UX Writing and creativity go hand in hand. <\/p>\n","protected":false},"author":21,"featured_media":1638,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tpgb_global_settings":"","_eb_attr":"","content-type":"","_mi_skip_tracking":false},"categories":[59],"tags":[],"acf":{"descriptions":false},"yoast_head":"\nDon\u2019t kiss creativity goodbye! 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