When we design a digital interface, we are used to focusing on what you see: layouts, colors, call-to-actions, and animations. 

But there is something that accompanies every single step of the user experience, even though it often goes unnoticed: words. They are what greet us, guide us, calm (or confuse) us, explain what is going on, and help us take an action. 

Behind every "register," "confirm," or "oops, something went wrong" invitation or feedback, there is a design choice. That choice is called UX Writing.

UX Writing is the discipline that deals with writing text within digital interfaces. But be careful: it is not just about "writing well" or correctly. It is about doing it with a specific purpose: to facilitate navigation, improve user experience, convey confidence, and accompany people on their digital journeys. If the texts are well written, of their presence, you hardly notice.

The discipline was born in the big Silicon Valley tech giants-Google, Facebook (where Serena also worked), Dropbox, to name a few-when it was realized that words, if designed carefully, could solve problems, avoid misunderstandings, and increase user satisfaction. 

From there, UX Writing began to spread around the world, eventually reaching Italy, where it is now increasingly recognized as a fundamental part of digital product design.

One of the Italian pioneers of this discipline is undoubtedly Serena Giust: UX Writer, author, trainer and consultant for companies and agencies, Serena is among the figures who have most contributed to building and spreading the culture of UX Writing in our country. With her practical approach and passion for language, she has brought hundreds of professionals closer to this discipline, thanks to her publications(UX Writing. Micro texts, macro impact - Published by Hoepli)

And it was an honor for us to host her yesterday, at BigRock, within the Master's program in UX AI Design. During her lecture, Serena told her professional story, which began on the desks of H-FARM's Master in Digital Economics (MADE), continued at Trivago, Meta and Booking.com in Amsterdam, where she currently works as a Content Designer. He explained how to design texts in an interface, what are the most common mistakes to avoid and what tools can help those working in the field of digital writing. Most importantly, he gave our students live experience of the importance of choosing the right words, in practical, real, everyday contexts.

From a button label to an error message, from onboarding to a "Thank you" page-every word is an opportunity to make life easier for those who are using a product. 

One of the most interesting moments was the reflection on the relationship between UX Writing and artificial intelligence. Today, tools like ChatGPT can become real allies for writers, especially within large organizations like those where Serena works: not so much as content generators, but as real executive support, in testing alternative solutions, overcoming blockages, analyzing different tones of voice. AI does not replace the figure of the UX Writer, but enhances it, flanks it, and increases its capabilities exponentially. Just as happens in the daily work of UX Designers who learn to integrate "smart" tools into their workflows.

In a world where interfaces are increasingly complex and where artificial intelligence is becoming an integral part of digital experiences, knowing how to write well-and design words-is a strategic skill. UX Writing is no longer an "extra," but a fundamental pillar of user-centered design.

If you are curious about this profession and this world, we recommend watching the video Chit Chat, where Serena Giust talks with Alessandro D'Annibale, coordinator of BigRock's UX AI Design Master 's program. An informal but full of insights chat, where we talk about experiences, the future of writing and the value of communication in digital products.