UX Writing for brands that wish to multiply and transcend

At Soluble, we make good companies look as good as they are. That requires strategic branding work, encapsulating essences and aligning people, and creative and technical work. Both to translate concepts into effective visual and verbal identities and to design digital products that become a true home for the brand. A point of contact that attracts and retains customers and talent.

In this post, we address the creative and technical ambitions that product design requires. Because most often we focus on the visual elements of the user experience, but we also work obsessively with words. From the strategy to the microcopy of a button or the strong message that should appear in a hero.

We welcome you to a journey through the field of UX Writing, the discipline that is responsible for writing, in a careful and intentional way, the content that addresses the context, needs and behaviors of users. Both in digital and physical products. A Soluble style reflection: understanding brands as a key business asset that works from authenticity, consistency, and agility.

The writer Nathaniel Hawthorne used to say that easy reading implied (very) difficult writing. And if this reality was vital for using a centenary and imperishable object such as the book, it is even more so in the context of the attention economy.

As users, we read less and less.

There is no alternative: we must project critical messages to ensure that we create the experience necessary to fulfill objectives and purposes.

No noise, no lack of context, no uncertainty. A mission for the UX writer. But not just any UX writer: one who takes into account the essence of a brand and, in addition, its verbal identity. Because technical requirements go hand in hand with consistency.

According to NNGroup, quality copywriting allows a digital product to speak directly to people. This, in turn, increases trust and makes it easier for users to take the actions necessary for organizations to meet their goals.

If a product is great in visual terms but is not understood, there is a leak in terms of branding and variables closer to day-to-day operations, such as increasing return on investment of an advertising campaign. It's a question of efficiency and of transcendence.

Content design is a creative and technical task in which a multidisciplinary vision is also essential. From brand strategy to business decisions through research and, of course, design. There is great complexity that, to some extent, can be reduced by addressing four variables that define bullet-proof content.

• Purposeful. Any content block should provide context, seek user conversion or retention, or enhance brand awareness. For example, take a look at your website's first impression: Does it really convey what it should? Is the message intentional and conscious? Review the strategy to avoid inertia.

• Conversational. Interacting with a digital product is, in essence, having a conversation with it to achieve a goal.

• Precise. If the content generates the slightest doubt in the user's mind, it is not effective. Torrey Podmajersky, one of the outstanding referents of the discipline, talks about using words that the user recognizes quickly without having to think.

• Research on consumer habits has made it clear that we don't read; we scan information. Therefore, if you can explain an idea in three words, why would you make the user read five?

Defining a strategy that distills a brand's reality through theoretical concepts is an exciting challenge for a team that values words.

Using that platform to bring all the gears together and get the words to round out a digital experience enhances brands' authenticity and makes them endure.

UX Writing is a statement of intent. Putting people at the center, facilitating and having conversations to multiply opportunities.