How do a UX designer, UX copywriter and project manager interact with each other?

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There are 2 approaches to website design. In the classic approach, a prototype is drawn first, and then the texts are written. The second approach is content first, when texts are put at the forefront. In our article, we will talk about these approaches, their pros and cons.

Three specialists take part in the creation of a website: a designer, a copywriter, and a manager. One thinks about what action the user should take; the second works on stories and context; and the third coordinates work on the project. The task of the latter is to create an information architecture that is convenient and useful for users.

At what point should a manager involve specialists in the work? There why you need this database re several options, which Andy Healey, an expert in content strategies on an e-commerce platform, has described well.


When choosing any of the first three options, you must be prepared to do the job perfectly. You have no right to make a mistake, because only at the site design stage do you start working on the content. We prefer to work according to scenario #6, when the design and text are considered as part of one process. This gives more room for maneuver, making positive changes.

First the prototype, then the text
Let's first consider the classic approach. Let's say you and the customer have come to the conclusion that your product will look a certain way and have drawn a prototype. After that, the manager assigns the task to the copywriter.


As soon as the specialist looks through the prototype several times and recovers from the initial shock, he begins to study all the information provided by the client. He begins to delve into the product, think about how it will look, how to competently present the product or service.

And at this stage, a problem may arise: "What if we change the press holder to suit the USP? Is it possible to add a few more?" If the copywriter approaches the work carelessly, he will simply take and write as is. A conscientious specialist will approach the manager and outline the problem. In turn, the manager should also discuss this with the customer and offer options on how to improve the logic of the finished prototype. All so that the user reaches the target action.

Moreover, the task may become more complicated if at some point a marketer enters the dialogue.


For example, you have already made a prototype, the copywriter has written the texts and at this stage you show the work to the marketer. And he says: "But wait, you didn't tell in this block that our company produces the pinkest ponies in the world." You have no choice but to squeeze this idea into the prototype, rewriting the texts and again breaking the logic of the site. Accordingly, interaction with users and their needs is again under threat.

In this case, you can conduct internal user testing. Even if a person with experience in UX does not understand what he should do on the page, an unmotivated buyer will simply leave.

Don't want to step on such a rake? You can immediately move on to the second approach.

Synergy
Before starting a project, the manager, designer, and copywriter gather for a discussion. At this stage, the manager should already have all the information from the customer: research, statistics, ideas about the target audience, company experience, etc.

Next comes the creation of a user portrait. It is very important that all team members offer ideas to understand who the product is being made for.


What is described in user portraits: who these people are, their approximate age, problems, needs and pains. All this allows us to understand why a person comes to the site at all.

The next step is to create a model of information expectations. Typically, it is thought out by a UX designer, answering questions such as:

What does the company do?
Can she be trusted?
How much does the service cost?
What is important to know before making a decision?

At the third stage, scenarios are created that list a set of target actions on the service. They must meet the expectations of users who want to add a product to the basket, compare products or order delivery. All this, naturally, is agreed upon with the customer.


By referring to these documents throughout the process, you can immediately resolve many issues. The manager uses them as a kind of checklist to check the prototype, whether it meets the user's needs or not. As a result, you get satisfied users and a high percentage of conversion of your site.

Creating a prototype
Next, we continue to transfer concepts to Figma. This simplifies the work process for the entire team: participants can make edits, cut blocks and change their places, checking whether they meet the needs of users.

At some point, a series of hypotheses may emerge that are agreed upon with the client. After this stage, the design and text creation process can be conducted in parallel, checking with the documentation. At this time, the manager ensures that the parallel work of specialists goes in the same direction. To do this, it is necessary to periodically cross people to understand that work is underway on the same project.

There is no strict deadline for when these works need to be completed. But there are reference points: conceptual design, start of detailed design, individual iterations or change of concept, design.

Nowadays, the idea that texts need to be designed at the initial stage is quite trendy. And it is not without reason. Many companies have been working according to this scheme for a long time: Amazon, Apple, Google.


Who is all this for?
In general, all work is carried out for 3 categories of users:

A person who is ready to buy. He knows what he wants to buy and is ready to do it on your website.
A user who is not yet sure about the purchase. He has a need and a specific time frame, but he has not decided on the company. In principle, he does not even know what parameters he needs. Such clients need to be told stories.
A person planning a purchase in the future. Slowly looking for information, wants to find out everything "from start to finish". It is these potential clients who need to be explained that your company meets all expectations.
As a result of this approach, you have a clear statement of the task. You know who you are making the product for, you can quickly pick up ideas and test hypotheses. This way, you save time and present goods/services in the best possible way.

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