Microcopy & UX Writing: WIX
These days, I am creating a series of interviews with top UX writers of product teams from all over the world.
Check out the last part of the series
This time I am hosting Rya Gershcovich, a UX writer from the cloud-based web development platform — WIX.
Let’s go!
Hi Rya, tell us a little about yourself and add something that no one knows about you?
Hi, I’m Raisa, though most people call me Rya and I’m originally from Toronto, Canada. I’m a UX Writer at Wix, more specifically in the Wix App Market and my focus is creating user interface copy for our in-house and third party apps.
A lot of people don’t know that I was a competitive gymnast for 12 years (I can still do a backflip too!)
In one single word what does microcopy mean to you?
In one single word: Guidance
Because I like to think of UX writers as the voice inside people’s head accompanying them through the use of our products and helping them to succeed.
How did you get into UX writing?
I reached this fascinating role by chance. After I studied Communications & Media Studies in University, my career was heading towards television production. However, after making the life choice to move to Israel, I quickly realized that my strongest skill out here was writing which I’ve developed over years and strengthened through my degree. I was lucky enough to find a job at a small start up where I worked on an art app. I wrote all the content for the app — from marketing materials, to blogs to UX. This is where I really felt my first connection with UX writing, and I quickly came to realize I had found my next career.
When I came to Wix, I joined the team working on the Wix App Market as the sole writer. Now I help co-create dozens of apps every single year, from simple add-ons like weather apps, to essential marketing solutions like a forum or blog. It’s a lot more pressure than when I was working on just one app — but it’s a lot more fun too.
Where do you find inspiration for the projects you are working on?
As a UX Writer I get inspired by my day to day interactions with interfaces I use. I look at the user experience as a whole and pay close attention when using an App, or completing an online checkout. I make note of things that were seamless, confusing or really caught my eye in the user experience and especially in the text.
Wix works on a lot of products, so I find inspiration from seeing the other things my coworkers are working on, as well as keeping an eye on our competitors to see what they do differently. A company I love to go to for UX text inspiration is Dropbox — I find their writing simple, clear and to the point with just the right amount of personality thrown in.
At Wix, we also draw inspiration from our users. I read reviews and support tickets, and interview people to understand their experience with Wix. I also conduct usability testing which I find is an amazing way to get inspiration about how users interact with our products.
What does your UX writing process look like?
As a UX writer at Wix I’m a part of several product teams in the App Market, that include developers, UI/UX designers and Product Managers.
Typically there’s a kickoff meeting to introduce the product, understand its behavior, how it works, who’s the audience, etc.
When I get the most basic concept from the Product Manager (in the form of wireframes), I look at it as a blank canvas. Before I start to write, I research similar products and really try to think how people will experience our product, and how can the text guide them.
When I add initial content I’m always guided by our writing style at Wix. We keep it very conversational. I always think of myself as the voice inside the users head. So when I write, I read it aloud and ask myself, was that easy to read? Is it clear? Am I giving the user all the necessary information? Wix has a very friendly, eye-level tone so I fit it to the product I’m working on.
What is your method for finding your brand’s voice at Wix?
Wix has done an amazing job at defining their voice and tone. The writer’s team at Wix wrote a book together — for the writers, by the writers. A few of the things it highlights are the values, writing style, voice and tone at Wix. So I apply this methodology when I’m writing.
As a writer in a product team, what is your super power?
My super power is flexibility.
Wix is a very dynamic company and it is always growing and changing. I need to be able to think on my feet, ask the right questions, deliver quickly and balance several product teams at a time.
I guess my training as a gymnast came in handy afterall.
Do you think that UX writing would allow more writers to enter the tech industry? How?
Yes, absolutely.
More and more people are waking up to the user interface and how every word on a screen really matters. As UX writers, we have the skill set to help make products be their best, which is why I think our skill will continue to grow in demand.
Additionally, we’ve become more dependent on technology. Whether it be smartphones, artificial intelligence or anything the Internet facilitates, technology has changed our lives and will continue to bring innovative developments. So whether it’s a chatbot, app or new platform that needs a text or a voice — a UX writer is essential to this process.
3 useful tips for people that want to get into the field of UX writing?
1. Pay attention to the copy around you. Whether it’s from an App on your phone or your latest checkout process for those new shoes, take note of the details. Ask questions, maybe think of ways you would rewrite something.
2. Build a Portfolio. The nice thing about UX writing is that even if you have no actual work experience you can display your skill set by recreating a user flow. For example, rewrite the onboarding for a product that was hard to use and explain why you would have written something differently.
My Editor at Wix always told me that the thinking process is a major part of UX Writing. As long as you are asking the right questions and understanding the product, you’re on the right track.
3. Network, go to meetups and talk to anyone and everyone. It’s good to get your foot in the door and listen to what people in the industry have to say.
If you had the opportunity to grab a beer with one person that inspires you, who would you choose?
Sheryl Sandberg. I’ve watched a lot of her TED talks and she’s smart, compassionate, honest and real. I would love to pick her brain about her thoughts on the future of technology, women in tech, life/work balance and much more!
Just for fun, give us your fave microcopy example?
This text is clear, informative, simple, not overwhelming and encouraging. It acts as a guide for users every step of the way, explaining the process step by step.
More examples:
One of my colleagues, Elana wrote this pop-up. I really like this text because the title is clear, and the subtext is telling the user exactly what they need to know. It’s friendly, conversational and to the point.
That’s it for today!
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