Katherine Igiezele is a UX Writer and Strategist at Toptal and the founder of UX Content Champ.
She describes herself as working passionately at the intersection of product-led growth and user experience. Her background in SEO copywriting allows her to use words to inform readers and search engines about a product or service. Likewise, her UX writing expertise allows her to convert readers into delightful users.
In this interview, Katherine shares the origin of her career story, addresses misconceptions around UX writing, breaks down UX writing in its entirety, talks about her course—the UX Content Champ, and much more.
What inspired you to become a UX writer?
My writing career officially started in a content mill—an agency that overworks and underpays writers. I started there as an SEO content writer. Then, during the pandemic, I augmented my skills with copywriting, which got me a better position as a content developer at an AgriTech company. I was doing everything at that time: website content writing and copywriting.
Prior to that role, when I was working as an SEO copywriter, it was satisfying because I was ranking my clients’ websites online. It felt like I had superpowers, but I identified a limitation and a gap that led to my unconventional transition and upskilling to UX writing.
Being an SEO copywriter meant that I was bringing in leads and driving traffic, but I didn’t have full control over what happened to the readers after reading my article. So, I challenged myself to take on a more holistic role, which led me to content development. I was responsible for the website copy, SEO articles, social media posts, and eventually , the mobile app. That experience solidified my love for the intersection of UX.
Customers and product users want an interconnected experience. That inspired my passion: findability and functionality. I love to say that my content isn’t just findable but also functional.
Did you take any courses to learn UX writing?
I learned on the job. When I realized that I was doing user-centered SEO, I looked for a job that allowed me to dive deeper into UX. I already had a deep passion for understanding user experience, particularly tech products. So, I started self-studying, reading up on materials, trying to draw up a roadmap, and searching the internet for insights.
It was a tedious process because many of the courses out there aren’t very accessible to Africans, either because of exchange rate issues or payment challenges. That led me to create the UX Content Champ, a UX writing academy targeted at everyone around the world.
Somewhere along my career journey, I discovered more advanced courses like the Nielsen Norman Group. They have a lot of study guides, mostly tailored towards people with skin in the game. I also took a lot of masterclasses from the Interaction Design Foundation.
What do you do day-to-day as a UX writer?
My daily routine starts with checking Slack, the communication platform my company uses.
Next, I check my calendar because I love to be up to date and see who has scheduled to talk to me. A major difference between UX writers and other writers is meetings. As a UX writer, you don’t work in isolation, so there are lots of meetings daily.
Then, I check my emails to approve the meeting request unless it is a repeated meeting. After these things, I get right into the task for the day.
Sometimes, we start our day by writing copy, and then we are either requested or required to be in review meetings where we present our copy live to stakeholders and talk about our copy rationale. There are a lot of presentations and meetings in our day-to-day.
As a UX writer, you have to learn to gain buy-in from stakeholders. Don’t ever enter a presentation or a meeting without facts. Be armed with hypotheses, heuristics, or statistics.
There is also a lot of collaboration in the workspace, especially with UX designers. I refer to them as our cousins because you would always collaborate to design solutions.
We also have content crits to align with fellow UX writers if you have a challenge or knowledge to share. Talking to people who can relate and understand you can help with your mental health.
In addition, we have stand-ups where we have meetings with the developers, designers, and engineers, and everyone gives a progress report on the previous week or the previous day. The frequency varies in each company, but it’s a norm in every tech organization.
In summary, my day-to-day involves a lot of collaboration, speaking to people, less writing in isolation, and testing. Sometimes, researchers request that you help with documentation before testing your copy. I always advise UX writers not to leave this stage to chance. Hear what the research says so that you have materials to use in your portfolio.
What is the difference between UX Writing and Copywriting?
To start with, while there are differences between UX writing and copywriting in terms of their usage and end goals, they both sell. There’s an interconnection. So, I always advocate that we shouldn’t focus on how divided they are but on how they intersect with one another.
Now that we know they intersect, here are 8 ways in which UX writing differs from copywriting:
| UX WRITING | COPYWRITING |
| UX writing sells the experience of that product. | Copywriting sells a product. |
| UX writing aims to retain the users. | Copywriting aims to attract users. |
| UX writing is a two-way conversation between the writer and the user, like a dialogue. | Copywriting is a one-way conversation, like a monologue. |
| UX writing guides a user through a product. | Copywriting guides a user through a sales funnel. |
| UX writing designs with words. | Copywriting persuades with words. |
| UX writing improves usability. | Copywriting improves brand affinity. |
| UX writing works in design and product. Although, we sometimes work in growth, like I do at TopTal. | Copywriting mostly works in a marketing–sales role. |
| UX writers work better in a team. | Copywriters can either work alone or in a team. |
How do you help your users understand a product without making them feel stupid?
In reference to what David Ogilvy said, ”the customer is your wife, not a moron,” when you think about it, what does a spouse want more than anything? It’s support!
So, if you have that at the forefront of your mind, you will prioritize their needs.
In my academy, I compressed the UX writing principles into “the core C’s.”
Your copy must be clear and concise because you don’t want to waste people’s time. You also need to be as direct and conversational as possible. You want to speak with your users, not at them—it’s a dialogue, not a monologue.
The last core C is “converting.” You want to trigger a positive emotion in them because humans need a bit of push. That’s why health campaigns and ads use psychological factors that make you feel like there’s an incentive to do good.
For example, I know I shouldn’t have cupcakes, but I want to have a taste. So, if someone were to advise me not to, they would have to encourage and nudge me a little.
If your user has a goal, you need to be able to motivate them to complete that goal successfully. Empower them to move from point A to B, achieve their goal, and not feel stupid. That’s why everything on your interface should be clear. If your product user needs to do something, they should know what to click easily.
Use clear language and avoid technical jargon unless you have a specialized target audience. However, if you have a mix of targeted audiences, such as a medical platform operated by patients and doctors, you should create an experience that is inclusive and caters to both categories.
What makes the UX Content Champ stand out from the numerous online courses on UX Writing?
Firstly, one of our differentiators is that we champion content globalization. I like to believe that there is a uniqueness to creating something from a place of underpriviledge and being able to break global barriers—to be in the international market while being relevant locally.
The UX Content Champ is one of the few UX writing programs accessible to people who are underrepresented and those in top countries.
Another point is that beyond championing content globalization, our lessons are hands-on practicals. The course is created from the principles of systems. There are templates and guides so that you don’t get lost in the rabbit hole while exploring your creativity. I teach you things like conversation mining and how to control information overload. Overall, it is a structured pathway for you to follow.
My teaching style is my top differentiator. I have heard from different people that I can distill complex concepts into very simple ones. I use references and quotes to help you understand what I’m saying.
Some teachers of UX writing and content design courses use too many technical terms and jargon that confuse learners. Meanwhile, the UX Content Champ is beginner-friendly and easy for anyone to get on board with. Plus, the delivery style sets it apart.
What exactly are T-shaped content and T-shaped skills?
A T-shaped person is like a unicorn or hybrid. A T-shaped person isn’t a “jack of all trades, master of none” but a “jack of all trades, master of one.”
Recall that we have different types of skills: I-shaped and Dash-shaped
The I-shaped are specialists, while the Dash-shaped are generalists (jack of all trades).
The T-shaped person combines both the I-shaped and Dash-shaped skills. They combine broad skills that are generalistic enough to collaborate in a multi-faceted setting. Then, they also have the vertical side ”T,” which represents the core of who they are.
A T-shaped person is versatile, adaptable, and diversifiable, unlike specialists with a “man with a hammer syndrome”—only a one-way solution to problems.
Meanwhile, being T-shaped didn’t start today. For example, William Shakespeare was a screenwriter, poet, and many other things.
The T-shaped narrative is already being used in the hiring world. In an interview with Chief Executive Magazine, Tim Brown, CEO of IDEO design consultancy, discussed how hiring T-shaped talents formed the basis of IDEO. He further explained that top companies like Apple and other top organizations use it to identify talents who are easily adaptable and can deliver excellent work.
I started using the “T-shaped” term when I was trying to make sense of my ability to do marketing copywriting and UX writing.
Right now, I’ve created a framework of T-shaped templates that I share with writers. They contain a skill-mapping visualization exercise. Your core skill serves as the tree’s trunk, while your complementary skills are the tree’s branches.
That way, you can tell where your strength truly lies and where you need to collaborate. It is also good for positioning and selling yourself rather than staying hidden.
Adapting this T-shaped mindset will unravel hidden skills that you didn’t know existed based on your past experiences and collaborations.
How do you ensure your UX writing is clear and consistent, helpful and concise?
It’s all about knowing how to balance each of these principles. In Module Five of the UX Content Champ, the first principle I like to each is “clear.” NOT concise.”
Firstly, your copy must be useful. I have a quote that I often say, “copy must be useful for there to be users.”
So, the first goal is to make your copy clear and purposeful. Concise comes in only because of design constraints and attention span.
I tell my students to “write just enough words that will move your user from point A to B.” A pro tip is also to use progressive disclosure. It’s like a treasure hunt game where you’re not giving the entire roadmap at the beginning but tips and guidelines so that the more you move through the journey, the more things are unveiled.
In addition, front load your content because readers on the internet consume content in an F-shaped pattern where they pay attention to the first few sentences, then their reading style follows the shape of an ’F”.
So, put the most important information at the beginning of your sentence. That way, you will see that you’ve said what you wanted to say without any fillers.
Another tip is using the inverted pyramid style of writing. This style is age-old, as far back as when reporters were reporting scenes from the war. Since the machine used cut-off recording at certain points, the most important information is prioritized at the top and reported first. Then, supporting points are added as you go downwards. That way, your content can be clear and useful.
The last point is to show, don’t tell. The “show don’t tell” principle is very good in copywriting. It helps the user, especially in UX, paint a picture in their mind.
Also, don’t oversimplify or dumb down content to the extent that it loses its meaning. Know your target audience and write accordingly. With these, you will have a balance of all the principles—clear, consistent, converting, concise, helpful, etc.
What should be in a UX writing portfolio, and how to create a portfolio as a UX writer?
I don’t advise UX writers to include UX writing challenges in their portfolios. It’s a controversial topic, and the industry has different schools of thought. For me, the UX writing challenges are for the betterment of yourself, not for your portfolio.
Businesses are looking for real solutions. If you must, think back to the information hierarchy and place the writing challenge at the bottom of your portfolio. Then, include that you participated in a challenge.
So, what should be in your portfolio? Real-life examples!
In module one of the UX Content Champ and other module quests, I provide learners with assignments that they can share online. This positions them as people who can operate in real life with real businesses.
For example, one of my learners wrote a medium article about one of the assignments and also published it on LinkedIn. The assignment was called UX Writing Spotlight. I instructed them to look for five digital products and identify the type of UX copy and purpose of the copy.
The learner did her assignment and published real-life products and services that people use. She also designed a LinkedIn carousel explaining the microcopy on real-life products, such as behind a washing machine and tags in the supermarket.
I will give that a thumbs up for being on your portfolio. Even if it’s not a branded or paid project, it gives people the impression that you know what you are doing, and they see you as a critical thinker.
The next step is to structure them in a way that makes sense.
A pro tip for UX writing portfolios is to include evidence of user-centered content. Then, add a brief introduction, a project overview, and a clear title that differentiates between a content redesign and an onboarding UX copy to stand out from the numerous portfolios read by hiring managers. Help them form a mental model before diving into your portfolio.
Another important tip is to use storytelling. Storytelling helps to evoke emotion and hook the hiring person. Start with a problem, then end with a solution.
If you could go back and do it all again, would you still choose UX writing?
Yes!
What is that one piece of advice you would give to newbies in UX writing as they begin their journey?
Think like a UX writer! By that, I mean unlocking and opening your mind to see the copy around you. This advice also applies to copywriters.
Be self-aware and self-conscious of copy around you because UX writing is about psychology. When you see any copy, ask yourself how it made you feel. Try to label that feeling and ask yourself what word choice led to it. Stay curious!
Next, always have a swipe file where you can save pictures of copy examples you like.
Also, be intentional about spotting UX writing when using your mobile applications. That’s why I give people a basic example: imagine your rider or instant messaging app doesn’t have the microcopy that says “Send Message,” how would you know what to press?
Another fundamental advice is to change your mindset. You change your mindset; then you change your life.
Lastly, Google is free to use; you can start researching. Then, listen to podcasts like Marketing Over Wine. It exposes you to new information and awakens your curiosity.
What are your predictions for AI and UX writing in 2024?
AI is here to serve as many things. AI can be a research assistant: it can streamline your research process if you understand how to use it. AI can also help you to scale. For example, if I have a headline option and know the thought process that led to developing the headline, I can ask Chat GPT to use that thought process to provide 20 more. But first, the human input is very important. AI’s output is dependent on the input given.
There will also be a rise in human writers to flush out the numerous AI-filled pieces of content. People want to use AI randomly and shy away from its ethical usage.
As a writer, learn to be a human writer first, then embrace the ethical use of AI.
Being a human writer will make you stand out because you have user experience at the forefront of your mind and generate useful content for consumers.
Also, create a balance. Use AI sparingly; otherwise, it might become an exchange for your brain. Our brain is for thinking. So, if you always outsource your thinking process to AI, you will become dormant.
What tools do you use day-to-day as a UX writer?
I will start with productivity because working remotely comes with its challenges, which you must curb to maintain optimum effectiveness and efficiency.
I use a time productivity app for the Pomodoro technique of focus. I set time blocks and allocate time. When I’m on those time blocks, I turn off everything. The app has a feature that if I turn my phone upside down to start working, the timer recounts if I turn it upside up. That messes with my head, so I ignore my phone so that I don’t lose the time I have spent working.
I also use the TickTick app. It allows me to embed my calendar, so if I have meetings, they draw a map of my day.
Another app I use for productivity is Momentum. It helps my mental health by providing motivational quotes on different landscapes. So, I can work in Nigeria, but the landscape I’m seeing is in the US, China, and everywhere else.
In terms of scheduling, I use Google Calendars for reminders, so I don’t have to clog my brain trying to remember things. I also use the entire Google Workspace because I use almost everything Google offers.
For payments, I use Payoneer. One of their automation features I like is the ability to send invoice reminders for payments you haven’t received.
What is your favorite type of wine?
Wines that have fruity flavor!
If you could have a glass of wine with any marketing professional of your choice, past or present, who would it be?
Seth Godin, author of “This is marketing.”
Learn more about Katherine Igiezele
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