Microcopy & UX Writing: Fiverr
These days, I am creating a series of interviews with top UX writers from the industry.
These type of interviews let us explore UX writing processes from all over the globe and help us product people to understand writers can create amazing digital products too.
For the first interview I talked with the talented product writer Cholit Blau, Content Specialist and UX writer from the world largest freelance services marketplace, Fiverr.
Tell us a little about yourself?
I was born and raised in Tel Aviv. Cholit means “sand dune” in Hebrew and I was named after the legendary sci-fi book, “Dune”. Seriously. I swear. I’m obsessed with pop culture, I love reading and I prefer cookies over cakes.
How did you get into UX writing?
After finishing my degree in interactive media and journalism, I began my career in publishing and radio. I started writing for TimeOut Tel Aviv, and was later promoted to a senior culture editing position. During that time, I also hosted a weekly radio show at Kol HaCampus 106fm, focusing on hip-hop.
Working alongside designers for many years, I was constantly intrigued by UX. I started learning more about it when I discovered the field of UX writing. I began experimenting and testing things, finding myself pleasantly surprised by the impact it had on the product and on the way users relate to it. I was searching for a UX writing position when I came across an opening at Fiverr. I’ve been a part of the company for about a year now, and it’s been a wonderful journey.
What is your current writing workflow when starting a new project at Fiverr?
I work closely with product managers, product designers, and developers, who are all committed to creating the best possible platform for small businesses and entrepreneurs. Fiverr is an interesting and ever-evolving product, so there’s always something new and exciting to work on.
When working on a new feature, we usually start things off with a kickoff meeting where the team discusses the goals and essence of the project. I then develop the content strategy alongside the product designers, aiming to create the most efficient and seamless experience. After the final product wireframes are approved, the writing process begins.
What do you do to get writing inspiration for the projects you are working on?
I read — whether it’s fiction, professional case studies or technical guides. UX writing is a pretty new field, so I try to devour every word written on the subject. Another area where I find inspiration is the conversations I have both inside and outside of the office. Although writing is a pretty singular experience, I love brainstorming and consulting with my colleagues. Music is also a key factor in my workflow — I try to match the soundtrack to the voice I’m trying to convey.
3 useful tips for people that want to get into the field of UX writing?
1. Write your ass off. The only way to get better at writing of any kind is to practice.
2. Don’t be afraid to try things out. Every product should have a unique voice, and the best way to find it is by exploring and testing things.
3. Think small. UX writing is mainly used in space-sensitive interfaces. Start practicing your Zen writing — the fewer words you use to make your point — the better.
How do you see the future of UX writing combined with emerging technologies?
I think there is going to be a lot of UX writing involved in the advancements we are seeing in artificial intelligence and machine learning. We might be finding ourselves writing copy people hear, rather than read — whether it’s for virtual assistants or smart appliances. Contextual writing and personalization are also becoming more and more relevant, as our interaction with tech becomes more close and personal. I can’t wait.
What are your responsibilities as a UX writer in a product team?
I try to focus on our users: anticipating their intent, their needs, and their state of mind. It’s my job to make sure we interact with the users in the best possible way. Alongside the product designers, I’m responsible for creating an accurate, well-rounded product messaging eco-system.
What is your method for finding the brand’s voice?
I start by researching and exploring the current state of things. Then, I think about the users: who are they, what are they searching for, how can I improve their experience. I continue with building a solid strategy alongside different stakeholders, eventually coming up with a brand voice that conveys the company’s goals, mission, and personality. Once I feel confident with that voice, I start running tests, asking people both in and out of the company whether the new voice feels in line with the values we were trying to convey.
Just for fun, give us your fave microcopy example?
I love the work done over at Slack. They have this great way of turning seemingly dull interactions into magic moments. When your copy makes people smile, you know you’re doing something right.
You Read All The Way Down Here? You’re Awesome!
Clap 👏 👏 👏 if you this article was helpful, so others can find it.
Comment 💬💬💬 if you have any more questions for one of the UX writers. Join 🥑🥑🥑 Talking Microcopy: Writing UX for daily microcopy inspiration.
Visit uxwritinghub.com for more UX writing goodies.
