As someone who works within and leads a user experience team, I’m always looking to develop my understanding of how to improve user experiences so that we can design excellent services.

Good service. Source, Google
Good service. Source, Google
Image source: 3ccontactservices.com

Recently I stumbled upon a great book ‘Good Service — How to design services that work’ — by Lou Downe. A book I highly recommend reading for anyone building products and services.

The book maps out 15 principles that can help build good design. But before we jump into those principles, let’s get a better understanding of the meaning of ‘good service.’

As Lou Downe conveys it:

While a simple and straightforward statement. It’s good to point out that good service is designed so that it(‘s)

  • Does what the user…


How being user-centric can help you be a better UX writer.

User testing
User testing

Dana Chisnell said that if you want your users to fall in love with your design. You have to fall in love with your users.

What a powerful statement. It seems straightforward enough to follow. But things aren’t always as black and white, as not all organisations understand the value of user feedback and designing for the user, yet.

The business needs vs The user needs

Ah yes. The age-old conversation, or should I say battle, that’s waged in every organisation — both vital to the delivery of a great product or service. But one always seems to trump the other? Right?

You have the passion of…


How stories help create a better user experience.

Storytelling UX
Storytelling UX

Beginning. Middle. End. The framework that all stories follow. Simple yet effective.

Stories have the ability to connect with us in a way that hard facts and statistics cannot. Stories appeal to our human nature through a series of actions and events building on our emotional experience. Helping us create stronger relationships.

So how can stories help the user experience?

Well, that’s a great question.

When a UX designer is working on user flows, they are trying to solve a problem? And the idea of using stories in UX is to weave a narrative around that problem, making it resonate with the end-user.


Who does a UX writer work with and how can they help evaluate the design.

My journey continues. In my previous article, UX writing 101 — part 1, I looked at who UX writers are, what they do, and how they can craft copy that is clear, concise and useful.

Now let’s look at how UX writers can help build on the design, elevating it to new heights, helping you deliver an iconic online experience.

The words are important

Writing for product design has its quirks. The process is similar to cooking. You experiment with the ingredients and flavours. Adding a little of this, a touch of that and a sprinkle of magic to create something scrumptious.

With UX…


What are UX writers, and how do they fit with the design process.

The role of a content strategist/writer continues to evolve into its new form, which is a UX writer.

As content is a vital part of the design process and the user journey, the role of a UX writer has never been more critical. And in this two-part article, I want to share with you what I discovered through my journey of learning and how UX writers create more tangible user experiences.

Let’s begin, shall we?

What is a UX writer?

An interesting question. Isn’t a UX writer the same as a content strategist/writer. Well, for a long time, I held this view.

Simply put, a…


Learnings from creating a content style guide.

Tone of voice — source acrolinx
Tone of voice — source acrolinx

Websites. Blogs. Tweets. Videos. Brochures. What do they all have in common? They’re all channels that represent your brand’s tone of voice and personality. Allowing it to shine.

The 7%, 38%, 55% rule

Albert Mehrabian discovered that the art of successful communication can be broken down into 3 simple areas:

  • 7% is made up of the words you use
  • 38% is your tone of voice
  • 55% is body language

With that in mind now has never been a better time to further embed your brand’s tone of voice within your design process. …


Conversations are at the heart of everyday life. You share ideas and learn from one another. So why can’t web design be a conversation with the consumer? After all, a website or an app is an exchange of information. Isn’t it?

Conversational Design
Conversational Design

Advancements in technology have helped push the boundaries of web design far greater than we could imagine.

First, we began with a desktop mindset. As this was the dawn of web design, we were only just learning what was capable of the web.

Then as technology developed and we became more connected, web designers adopted a mobile-first mindset. Content writers and designers had their wings clipped. Their creative canvas was reduced by 70%. New practices and mindsets had to be adopted. And as a fellow content writer, I felt the challenge.

Now, as technology pushes us even further, we’re at…


Here are my 3 reasons why I love morning journals and how they’ve helped me over the past year.

One of my greatest achievements for 2019 was getting into the habit of writing a morning journal. I never really saw the benefits of morning journals and I would mock when suggested. I thought it was a waste of time, to be honest. Oh, how I was wrong.

During a book club session, we were reading Gravitas by Caroline Goyder, a book I highly recommend, where she’d written a small passage about morning journals and how she’d benefited from this exercise.

At the time of reading the book, I was in a negative mindset. And after learning how journaling in…


You are not an imposter. You are great at what you do. And you’re in the role for a reason, believe it.

Did you know that around 70% of us have felt some degree of imposter syndrome, at least once in our lifetime? Whether in your professional career or your social settings. Imposter syndrome comes in all shapes and sizes and impacts us in its unique way.

Imposter syndrome can leave you feeling stressed, affecting your mental health. You live in fear that one day you’ll be found out, as you think you’re never good enough.

You become your own worst nightmare, measuring yourself up against high standards, that you set and cannot be met. …


Being a content writer isn’t always black and white. There is so much to think about. The tone of voice, the brand personality, the audience. You know, all that jazz. Then there are certain pressures that come with it.

For example, have you ever had one of those out of body experiences when creating content with an audience? What’s the deal with that?

All of a sudden, you forget how to type. You can’t find the letter “G”. And you start wondering if you’ve always had this many fingers. The pressure that builds up is crazy.

Then there are everyday occurrences. Such as ensuring that you’re delivering regular pieces of content, with consistent messages. There are times when you wonder if there’s anything new to say, or if your audience is even interested in what you write.

Well, if…

Jas Deogan

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