Yuval Keshtcher is a UX and graphic designer who has kept himself busy over the last few years with developing UX Writing Hub. On our podcast, Yuval explains what UX writing is, talks about the course he launched and delves into why designers still hesitate to use WordPress.

Yuval Keshtcher is a UX/UI and graphic designer specializing in early-stage startups branding and products. Yuval worked as a designer and product consultant for different types of companies and government offices. 

Yuval is the founder of UX Writing Hub, a one-stop shop for online UX writing resources, providing in-depth education for UX writers and product teams from all over the world. After creating the largest UX writing discussion group on Facebook, he decided to expand the services he offers and recently launched a new UX writing course. 


What Is UX Design?

At the beginning of the interview, we wanted to hear from Yuval about the transition he made from graphic design to product and UX design. He started from describing to us the work of the UX designer:

“So basically, when you are designing user experience it’s not only about how it looks but about how what is the experience for the end user. Which means your process starts with research, you speak with users, using user interviews. You define the persona, you do a competitor analysis and understand exactly what the problem that you’re trying to solve is. After doing the research you define what’s going to be the experience for your users, and you’re not doing it using graphics only. 

Basically, you need to plan your interface. So you start with doing a site map, and you define the task flows that users need to do. You create a hierarchy of the features that your users need to have in the interface, and when you plan it, then you work on designing the user interface.

Design is about solving an existing problem, and it’s nothing about making stuff pretty. Tinder solved the problem for people who are looking for dates. Booking.com solved the problem with people that wanna book their next hotel and their next vacation. Airbnb solved the problem for people who want to rent a vacation apartment or host people. 

User experience is about understanding what is the problem that we’re trying to solve and then think about a creative way to solve it. UX writing is solving that problem using more text and microcopy and content, greater than visuals.”


The Difference Between UX Writing and Copywriting

For those are new to UX writing, it may not be so obvious how it differs from copywriting. We asked Yuval to clarify this subject for our listeners:

“Alright, so that’s a good question. It’s a question that’s very similar to what’s the difference between a graphic designer and the UX designer. So its all about, the process first of all. The process of the UX writer starts with understanding how to interact with users, and it’s much more about web copy and product copy and working with product designers and front end developers. This is what a UX writer does, writing copy for interfaces and products.

Copywriting is writing copy for ads and maybe you can take an article and create it much more appealing to the reader, but I would say that copywriter is involved in much more marketing aspects of that kind of processes rather than a UX writer, who is more about making a product usable, making the product accessible, clear, concise…”

Does it mean that UX writing copy is usually shorter? 

“Not necessarily, it’s not that the UX writer writes short copy and that’s about it. You can write onboarding that is going to be super long, but the fact that the onboarding process is very clear, it makes the product much more usable, and the learning curve becomes much easier for the end user.

And with using text, you make the product much more usable for the end user. And it was nothing about marketing, and it was nothing about selling anything. It was just about, making the end user understand the product better and how to use it.”


How Do You Become a UX Writer?

2 years ago, after identifying the growing interest in UX writing, Yuval founded a Facebook group dedicated to Microcopy and UX writing. Following the success of this group, Yuval created the first UX writing course. We asked him to share a tip with our listeners who might want to explore this field:

“First of all, I would never say to anyone ‘Sign up for my course and you will know all the secret’. We have the community, have been sharing their content for free for many years already. And the course is for very specific people, that are serious enough to take this as a profession, and I said before, not everybody can get into the course. That’s why we have such a long waiting list, and only fifteen people every time that actually participating in the course.

The tip that I have for people that are UX beginners, whether they are UX designers or UX writers, is to take an existing problem, take a product that you use on a daily basis. We all use digital products all the time. And see which kind of usability problem, that product has.

You know when you have your favorite app and sometimes you think to yourself, ‘I would definitely do something different here’. So I would recommend for someone that wanna get into the field – start having that mindset of solving problems for end users. And at the beginning, it will be a very interesting idea to be in the shoes of that end user, and start solving problems of apps that you personally use.

Weather it’s using a better microcopy, or using better design. Not a static design but different user flows or adding more text to make everything a bit more clear. Or changing the text completely because it wasn’t clear that if you press this button, the next page will appear, and so on and so on.”


Why Designers Are Still Afraid of WordPress?

There’s a common conception within the WordPress community about the hesitation of designers to work with WordPress. We wanted to hear Yuval’s stance on it:

“I think that the reason designers don’t use WordPress today is because of technical limitations. There isn’t a replacement for designer and developer working together. From experience, everything is much more flexible and you can play around with more options, than the limitations of WordPress.

But, if you are a designer that’s familiar with the framework of WordPress, or with the framework of Elementor, or with the framework of any different tools that you have today, and we have many tools that’s trying to solve the problem of designing a website without code, so you would have a success. I chose to build my website in WordPress, and it has tons of benefits, and mainly because of a very accessible CMS that allows me to publish my blog posts very quickly once the website was designed.

And WordPress could be a great solution, but for very specific needs. A lot of time, people are thinking, ‘Okay, we’re a startup company, we need to develop a product right now from scratch,’ so they think that the website should be also using Vanilla JavaScript or not using WordPress or that kind of stuff but, usually when it comes to simple landing page or a simple portfolio page, I would definitely recommend to go with WordPress. Once they register, then you can go to the complications of the product that you’re developing. But I think that the first interaction with the user can definitely be WordPress.”