A writing career for users versus sales: Understanding the nuances of user experience and marketing writing
Although the terms UX Writing and Copywriting may sound similar, these two fields have distinct tasks. While both involve writing for a product, they are fundamentally different. Clear and concise language is essential in both user experience design and marketing.
Edwin Mohammad, the co-founder of Warung Copy, shares his experience as a UX writer. With his two-year experience leading a UX writing team and creating content on the Warung Copy platform, we delve into this relatively new field, particularly in Indonesia, and explore its difference from the famous job field of copywriting.
Definition: What is UX writing?
According to Edwin, UX writing is the art of building a product, mainly digital products. “It’s about creating a delightful experience, uplifting your mood while using the app, and helping you complete your day-to-day tasks with words.”
Edwin describes UX writing as a bottle full of water. The first half pertains to UX or user experience, information architecture, branding, research, and everything in between. The other half is related to writing. In UX writing, writing is crucial, but what’s more critical is the word UX itself. Not everyone knows the importance of UX and understands how to make the world a better place through digital experience.
What makes UX Writing and Copywriting Different?
The confusion between these two fields is widespread, particularly among those who plan to begin their writing career. Copywriting and UX writing have different scopes and objectives.
“Copywriters focus on how to sell a product, how to promote the product. It’s pretty similar to when you meet a great salesperson who knows how to convince you that their product is the best.” Edwin adds that copywriting outputs can be seen as product taglines, slogans written on banners, billboards, YouTube ads, or social media ads. The expected outcome from copywriting is when someone is convinced to buy or download the app they’re selling. On the other hand, UX writing focuses on the user experience.
“We UX writers don’t focus much on selling, but we focus more on guiding people on how to use the product”
EDWIN MOHAMMAD, FOUNDER OF WARUNG COPY
Once you download an app, you’re sold to it. But once you open the app, you get all of these words trying to explain to you where to click, how long the process is, and what form to fill out. That’s the scope of UX writing. Edwin highlights that there’s a blurred line between these two fields. UX writers and copywriters can switch roles, but in Indonesia, people prefer words that make them laugh and delight them. UX writers must have copywriting skills to build chemistry with the users and connect them with the app.
The Misconceptions
Just like in any other field, misconceptions about UX writing persist, particularly regarding gender. Some people believe that UX writing is a male-specific role, but Edwin disagrees. He asserts that being a man or a woman is irrelevant to the job. Furthermore, he points out that his previous UX writing team had more women than men, proving that anyone can be a UX writer. It’s time to break that stigma.
Another misconception that Edwin has encountered is the idea that a UX writer cannot become a copywriter or vice versa. However, Edwin says that prior professional experience as a UX writer is not necessary to enter the field. He gives examples of UX writers in Indonesia who previously worked in nutrition, HR, copywriting, and media, demonstrating that anyone can become a UX writer, regardless of their previous background.
Edwin also clarifies that the term “writing” in UX writing is misleading. Writing is only a small part of the job, which involves participating in many discussions related to product development. As a UX writer, writing is certainly important, but it’s only one aspect of the job. The early stages of product development also require a UX writer’s involvement.
Another stigma that Edwin explained about the UX writing field is that a UX writer cannot become a copywriter and vice versa. Edwin explained, “You don’t need a UX writing experience professionally before getting in to UX writing field, and we have proof in Indonesia, a UX writer that was once a nutritionist, someone from the HR department, a copywriter, even someone from the media industry that chose to become a UX writer. You can come from any sort of field before becoming a UX writer”.
Edwin emphasizes the importance of technical writing skills, such as grammar, tenses, and vocabulary. He suggests that effective communication skills are necessary since UX writers work with diverse teams and stakeholders. One must be able to receive and give feedback professionally and be open to suggestions.
“Although the name is UX writing, writing is probably only 10% of your entire effort at your job, because what you do most is being involved in so many different kinds of discussions that is related to product development”.
EDWIN MOHAMMAD, UX WRITER EXPERT AND CREATOR OF WARUNG COPY
Moreover, UX writing is closely tied to technology, and an interest in it is advantageous for growth in this field. Edwin recommends having a good understanding of technology as it is crucial for entry-level positions. If someone aspires to lead a UX writing team, leadership skills will be essential. Finally, critical thinking is a crucial skill for UX writers. Edwin stresses the importance of exploring new ideas, making improvements, and turning a bad idea into a good one.
Edwin also stated that “Believing in yourself that UX writing is an important role is a challenge because this role is new, and you might be surrounded by people who might not understand much about UX writing, and only label you as ‘the writer'”. He said that it is a challenge to spread awareness that UX writing is more than just writing. UX writers need to wear different hats to prove to other people that they are UI/UX writers who care a lot about the product. Additionally, the undefined career path for UX writers is another challenge they need to face.
Which One is a More Promising Career?
At some point, a question will pop up asking, “which one is better?” According to Edwin, both UX writing and copywriting are promising. As time goes by, someone who decides to be a UX writer or a copywriter can be more and more impactful to the company. Each career is revealed with its path. Copywriters can become lead copywriters, creative directors, or even CEOs. Meanwhile, for UX writers, many directors and chiefs were once UX writers. Both fields can help you climb the corporate ladder.
“Which one is more promising depends on what you’re looking for, what you’re interested in, and which perspective you’re looking at the world with. You can try to find what the world needs. If you can find these problems and know that you’re the right person to tackle them, then that field is more promising for you.”
Afterthought
In Edwin’s view, if you have a passion for writing, technology, and a genuine love for the product you’re working on, you’re well on your way to becoming a skilled copywriter who can also succeed in the exciting and rapidly evolving world of UX writing.
Listen to Indonesian based podcast episodes, Warung Copy to explore the world of UX and copywriting:
About Edwin
Edwin Mohammad is an experienced UX writer from Indonesia, with years of experience in the field. He is dedicated to crafting language that enhances user experiences and leaves a lasting impact. Alongside his work, Edwin enjoys sharing his knowledge and experience through Warung Copy podcast, a platform for writers by writers.