Interaction Designer based in Munich
…an on the other end of the screen. B2B is a misleading, bullshit term from a writing point of view. You’re always writing for a user, so you should always make sure your copy sounds like it’s written from one human to another.
When the UX writing is good, interacting with a website or product should feel like a conversation. When our interfaces leave customers guessing, it feels one-sided and creates friction.