Juliana Hirsing is expanding UX writing at UX&I

You’re an experienced copywriter. At UX&I, you work as a UX writer. What exactly does that entail, and how does it differ from the “traditional” copywriting profession?

I really enjoyed the colorful world of advertising, but at some point I wanted to get even closer to the people I write for. Ad copywriting is all about convincing people of the value of products and services and ultimately persuading them to make a purchase. The writing is clearly geared toward business goals, while the desires and intentions of customers play a more indirect role. But I wanted to understand their needs even more deeply and help them without influencing them in a specific direction. At the same time, the term “UX writing” caught my attention. I found it so fascinating that I dove deeper into it. What I like most is the shift in perspective, from “clients” to “users.” As a UX writer, I ask: What are users’ goals, and what do they need? My words must help people find their way and make self-determined decisions in line with their own individual goals. I think less about “clients” or a “target audience,” which are, after all, terms from a corporate perspective, and more about people who use a product and have a positive experience doing so. Language can make a big difference here. Another major difference from advertising copywriting: UX writers work directly on the product itself.

Why is UX writing actually so important? Can’t UX designers just handle that?

If they have a knack for writing and enough time outside of their main responsibilities, why not? Sometimes we inspire each other and discuss, for example, what should be written on a button and where it’s best placed. But when it comes to UX copy, it’s not just a feel for language, it’s also theoretical knowledge that’s needed. And experience. Fundamentally, UX writing isn’t just a side note in user experience, it’s a key component. Text makes up a large part of the user interface. And language doesn’t just help the business indirectly through satisfied users. For example, the right wording in error messages can reduce the burden on support and save costs. Another plus: It’s usually very easy to swap out a piece of text and replace it with a better one. 

Isn’t your job boring and uncreative in the long run?

Not for me, I really enjoy it. Especially when the products are very complex or I’m diving into completely new industries, I find plenty of food for thought. I also enjoy brainstorming and discussing things with the team. And uncreative? Compared to advertising, maybe so. I work within tighter constraints, and consistency is a major focus. But I’ve always been good at structured work, and I like saying a lot with just a few words. You also don’t get feedback like, “Hmm, that sounds unsexy, try it again differently,” in UX writing. Through testing, you can objectively determine whether a text is good and effective. I find this analysis and transparency incredibly valuable.

Where can I learn about UX writing? Are there any tools, guides, or manuals?

I can recommend “UX Writing and Microcopy” by Kinneret Yifrah for practical tips. However, the German translation isn’t always perfect. Unfortunately, the German market as a whole still seems a bit limited. Here at UX&I, we offer UX writing training. By the way, I really enjoy teaching people new things. What’s exciting is that participants often come from very different fields, whether technical writing, development, or even marketing. That aligns with my philosophy: UX writing is teamwork. There are also some great podcasts, like “The Interface”. And when it comes to tools, I find Ditto, a Figma plugin, super handy, for example.

UX&I is very flexible when it comes to where you work. You yourself work from home a lot. How do you stay in touch with your UX&I colleagues?

This flexibility is very important to me. I can organize my schedule so that it fits in with my life and my family. I try to be at the Frankfurt office as often as possible to work with the UXIs. And we also see each other regularly at other locations, at off-sites, and at conferences.

When you’re not fine-tuning UX copy, what do you like to do in your free time? 

In my personal life, I tend to take a more low-tech approach. You’ll find me in the fields of a community-supported agriculture farm, picking carrots is a great way to unwind. Or I’m out and about with my two boys, for example at the bike park. Otherwise, I’m happy with a wooden spoon or a guitar in my hands, preferably with friends around me.