The clarity paradox: Smart writing sounds simple

Here’s the irony of great UX writing: the simpler it sounds, the harder it is to write.

“Being in this field, one of the hardest things to teach is clarity,” said Wood. “We’re trying to encourage people to use plain language and to write front-loaded information.”

Plain language isn’t dumbing it down—it’s elevating understanding. Studies have shown that readers perceive authors who write clearly as more intelligent, even when the vocabulary is simpler. That’s because clear communication is a sign of respect for the user’s time, attention, and cognitive bandwidth.

Smart UX writers:

• Use plain, accessible language without jargon
• Anticipate what the user needs at each step
• Reduce cognitive load by breaking down complex ideas
• Balance tone with clarity to foster empathy and trust

As Wood put it, “If you are using big words or obscure terms, they’re going to cause more cognitive burden. When you put cognitive burden on the user, that user is going to struggle and feel like you’re not meeting their needs.”

Designing for everyone means writing for everyone

Designing inclusive experiences isn’t just about colors and contrast—it’s also about words. Content accessibility ensures users from all backgrounds, reading levels, and regions can understand and act on your messaging.

But striking a balance between friendly, engaging language and universal understanding can be tricky.

“There’s a tension between using low-key, informal colloquialisms versus universal plain language,” said Wood. “We can sometimes mitigate that tension with good localization or translation practices.”

Whether you’re designing for billions (like Wood did at Google) or thousands, inclusive design begins with choosing the right words—words that meet people where they are, not where we wish they were.

Microcopy, macro impact: Why small words do heavy lifting

If UX writing is architecture, microcopy is the blueprint etched into every button, tooltip, and error message.

Think about it: the difference between “Submit” and “Get started” can influence conversion. A button that says “Delete” versus “Delete forever” changes behavior. These choices may seem small, but they shape user experience in profound ways.

“Testing is always compelling and interesting,” said Wood. “But once your user clicks through on the button that created the highest engagement—did that button also keep the user moving forward through the next three screens?”

Smart content teams:

• Test multiple versions of copy before launching
• Use usability testing to evaluate comprehension, tone, and trust
• Consider not just what users click, but how they feel while clicking

As Bobbie explained, testing microcopy is valuable, but only if it fits into the broader flow: “It’s really about usability in general. I always see through that lens.”

The macro-micro balancing act of great content strategists

What makes a great UX content strategist? According to Wood, it’s the ability to zoom out and zoom in—to see both the forest and the trees.

“You've got this marriage of broad content strategy with tiny structured word choice and essential communication,” she said. “It's macro and micro.”

This duality is what separates functional writing from transformational UX content. Content designers must align copy with brand voice, product goals, and user needs—while also obsessing over every character on a screen.

And that’s where training comes in. Through her online platform UX Content Collective, Wood helps new writers, designers, and transitioning professionals master both ends of the spectrum. Their flagship course, UX Writing Fundamentals, is hands-on and feedback-driven—offering real-world practice over passive reading.

AI can assist—but it can’t feel

Of course, no modern conversation about writing is complete without addressing the rise of AI in UX writing.

AI tools can already generate drafts, test tones, and provide predictive suggestions. But can they replace a skilled content designer?

“Computers can sound like a human. They can pass themselves off as a person,” said Wood. “But there are a lot of nuances to human communication that [AI] cannot address yet—and it’ll probably get there.”

For now, AI can assist with content generation, speed up ideation, and even enhance personalization. But empathy, intuition, and ethical consideration still belong to the human writer.

As Bobbie put it, “Humans will always seek humans. And that’s something we’ll never get around.”

Testing for clarity: When silence speaks volumes

One of Wood’s most compelling insights was about how to measure the success of content.

“When your user stops talking, that’s when you start listening,” she said. “They’re probably trying to process. You know something’s happening—they’re not understanding.”

In usability testing, silence is a signal. Confusion often manifests not in critique, but in hesitation, frustration, or quiet struggle. That’s why qualitative feedback—like think-aloud protocols, body language, and sentiment tracking—can be so revealing.

Whether you're testing onboarding flows, microcopy, or instructional content, watch for moments of friction. Those are your opportunities to simplify, reframe, or support the user better.

The future of UX writing: Augment, don’t replace

Looking ahead, Wood is excited about voice interaction and augmented reality—not to replace our world, but to enhance it.

“I don’t love the metaverse. I don’t love substituting our experiences,” she said. “I do love augmenting our experiences.”

The UX writer’s role in these emerging spaces is still evolving—but as long as interfaces exist, words will guide them. And as those interfaces grow more immersive, the need for clear, compassionate, human-centered writing only deepens.

Listen first. Then write.

Bobbie Wood’s conversation is a powerful reminder that the most advanced digital experiences still depend on the simplest of things: words that work.

To design for trust, empathy, and ease, we need content that is clear, inclusive, and rooted in real human behavior. Whether AI helps us or challenges us, the soul of UX writing will remain human.

Let’s give Bobbie the final word: “You ignore customers and their feedback at your own peril. Companies who listen and respond are the ones that succeed.” — Bobbie Wood

Episode links: 

• Benchmarking your content: In this on-demand webinar, Bobbie Wood, co-founder and CEO of the UX Content Collective, joins UserTesting’s Senior Content Strategist Jennifer DeRome to discuss how to benchmark your content to track progress and prove ROI. They cover what benchmarking is, why it's important, how to establish a baseline, and how to analyze and share results.
• The complete guide to user interviews: This comprehensive guide explores how user interviews can improve the product development lifecycle. It covers different types of user interviews, when to conduct them, and how to run successful sessions. The guide also discusses how UserTesting’s Live Conversation can make user interviews easier.
• How to write plain language for a better user experience: This blog post emphasizes the importance of using plain language in UX writing. It discusses how clear and simple content can enhance user experience by reducing cognitive load and making information more accessible to a wider audience.