by Arianna Bevier
Grand Valley State University (GVSU) alumni Jessica Biegalle visited Grand Valley via Zoom on March 26 to speak about intersections between user experience (UX) design and writing. Graduating from Grand Valley in 2010 with a BA in Writing, she went on to earn a UX Design Certificate from Cornell University in 2021. Currently she works as a Digital Creative Content & Design Manager for Haworth, leading a small team that manages the creative content for direct to consumer audiences. Biegalle was happy to impart valuable advice pertaining to working in UX writing and design to WRT 358 students to help with their understanding of the industry and what is important to emphasize in the UX workforce.
Storytelling
Brands are not just selling a product, they are selling a story, and knowing how to tell that story to your audience allows you to write effective and persuasive material. Every step of the process: web design, script writing, campaign design, art direction, etc, is at its core, storytelling. As Biegalle put it, “Everything in marketing is storytelling, to an extent UX is too, although you’re trying to take your users along with you in a different way.”
Clear is Kind
In UX copywriting: clear is kind. There is sometimes room for wit or humor, but knowing when to be direct and clear is important. The story you are telling shouldn’t get lost in the details or be buried under unnecessary information. When you are leading your user to a specific task or action, you don’t want them to get lost in the text. Calls to action are clicked more often when they clearly communicate where the user is going.
Empathy
In creative work, empathy is key. Biegalle pointed to this as a strength among creative writers that can be translated into UX writing. Creative writing requires you to consider character development, putting yourself into your character’s shoes. As a UX writer, you need to be able to put yourself into the shoes of the user, a skill that writers can translate from their creative work. Exercising empathy in your design and writing can help to better understand the needs of your audience.
Setting Boundaries and Avoiding Burnout
Biegalle spoke about her experience of burnout after a previous role and how that experience taught her to set better boundaries between work and life. To build a healthy work/life balance and avoid burnout, setting boundaries and adhering to them, even when it gets hard, is crucial.
To avoid burnout, you should also have trust in your own expertise. In a creative role, you will receive feedback from multiple perspectives and clients. While it is important to take this feedback into account and make your clients happy, there is also an opportunity to trust your own perspective and expertise.
Receiving Feedback
Biegalle also spoke about how the workshop format of many of the creative writing classes she took helped to prepare her for the experience of receiving feedback on her work. She learned the importance of not taking feedback too personally because giving and receiving feedback is crucial to working in a creative role.
Learning to receive feedback will also allow you to continue to grow and improve as a writer. Along with learning as much as you can, Biegalle cites developing your ability to receive and apply feedback as an important skill that allows UX writers to grow.
Diversifying Your Portfolio
Aim for flexibility and diversity in your ability to create. Build a portfolio that shows as many vastly different projects as possible instead of designs that are telling the same story over and over. Your portfolio will show more about your work as a writer than your resume or cover letter.
As Biegalle said, “The more you know, the more valuable you are. Always try to learn new things, even if they are outside your traditional role. This will help you move around the company more easily and open more doors.”
When growing your portfolio, Biegalle suggests starting as soon as you can. Even if the work is school projects, showing what you can do is the most important part. Find work that shows your skills and demonstrates diversity and flexibility to show your range of abilities.
Telling Your Story
The visit allowed students to learn more about the opportunities that are available in UX writing and marketing, as well as prompting them to think about their own work and what story they are trying to tell.
Sharing some advice for students interested in a career in professional writing, Biegalle suggested having five to ten stories about your career or education that you learn well and distill down to a thesis or lesson. Using these stories to answer interview questions will help you stand out and make you more memorable to interviewers.
The points that Biegalle made throughout her presentation will help students who are looking to break into UX writing and design. UX is a growing business as the rise of online content increases. Having a diverse portfolio, knowing when and how to receive feedback, how to avoid burnout and how to set boundaries is imperative to gaining experience in UX and in general. With the increase in online content it is also important to have empathy and clear focus when creating a manageable user experience. Everyone benefits from clear, concise, and engaging UX writing and design.
