What would you say you do here, Andy?
I get asked this question a lot. Mostly it’s from coworkers who are trying to understand what I or my team does at Adobe. This is an attempt to provide a short, succinct explanation.
I’m a UX content strategist.
This could cover many things, but mainly, this means that I work on a UX design team (in my case, Adobe Design, our centralized product design org), to create words in a product experience. This might include:
And it might even extend to messages that are related to, but live outside a product, like:
But mostly, I prefer to stay as in-product as possible.
But wait. Isn’t that copywriting?
Yes and no. Traditionally, copywriting at a creative agency, or a big old software company (coughcoughADOBEcoughcough) comes later, after the strategy and the design are completed. Writers fill a hole full of words, and it’s just too expensive or slow to go back and fix anything that doesn’t make sense.
Because of that, words often get used as band-aids, to try to fix something that really needs to be re-designed.
Copywriting is a component of what we do, and many of us come from a copywriting background. But before we can write that copy, we want to figure out the system around it. That’s why I work on a design team, to think through the flow, the system.
I’m writing while designers are designing, so my words are often non-linear, research-based and holistic.
You might say that we design with words.