A behind-the-scenes look at how Automattic designers treat UI copy as a core design element—from first drafts to faster iteration with internal tools like Wordmattic. Learn how writing early, often, and in context shapes clearer, more human interfaces.
I’ve come to believe that placeholder text is a design smell. If it’s in the file, something’s off.
At Automattic Design, we follow a principle called Write as you design. We treat words as essential interface elements—just like layout or color. In fact, we often find that when we start with language, it solves most of the design problems. It makes the interface easier to understand and use.
If you look at our design files, you won’t often see placeholder text. From sketches to high-fidelity prototypes, UI writing shapes the structure. It’s a major topic in design reviews.
At Automattic Design, we follow a principle called Write as you design.
In essence, UI copy is how we speak to the user. The labels on each actionable element are how they speak back.
Clearer UI copy also helps us design for accessibility. Screen readers depend on semantic text. A button labeled “Learn more” offers no context. But “Learn more about pricing” does.
Our process at a glance
On big projects, designers write the first pass of the UI copy as they design. When our talented UX writers step in, they can build on that intent and refine it for the user.
On medium to small projects, designers own the writing. They review it with product and design teammates, and in design reviews with our council and leads.
By treating writing as a core design element, we make designers responsible for clarity. It’s part of the work, not an afterthought.
We follow these principles internally, written by Pablo Honey, our co-head of design:
- Be clear and concise
Use straightforward language that users can quickly grasp. Avoid jargon. - Be consistent
Maintain uniform terminology and tone across the experience. - Address the user directly
Use second-person language (“you”) to make interactions more personal and engaging. - Use active voice
Keep sentences dynamic and easy to comprehend by focusing on action. Verbal communication is guidance. - Prioritize content
Present the most relevant information first.
“Care about the words as much as you care about visual elements like color contrast, spacing, or typography. Language is design. Thoughtful writing makes interfaces more human, more accessible, and ultimately more effective.”
Pablo Honey, Co-Head of the Design Council
How we’re iterating faster on UI copy
Because designers write the first draft—and on smaller projects, the final copy—we wanted a faster way to explore more ideas and variations on the words we put down.
We want to use AI to explore ideas, but we don’t want to outsource our thinking. So we start with a draft and iterate around it. Can we make it shorter? Friendlier? More helpful if it’s an error?
To assist with that, we built an internal Figma plugin called Wordmattic. It gives suggestions without breaking flow. We use it like any native Figma feature.
With Wordmattic, a designer selects a text frame and clicks “Get suggestions.” Ten variations appear instantly. If needed, we can tweak the tone or set a word count to suit the context.
We built Wordmattic because we value good UI copy. We don’t want iteration to happen outside the tool—or to rely on prompts. We want to stay focused on intent. The tool should help, not interrupt.
We’re actively using Wordmattic and exploring ways to improve it. You can try an early version in Figma here. Note: you’ll need to bring your own OpenAI API key.
Your turn
If you’re still using placeholder text, invert the problem. Write the words first—what the button says, what the user needs to know. You’ll find your thinking gets sharper, and your design hits the target more often and more quickly.
I hope this post encourages you to treat writing as design. It’s satisfying to watch a layout click into place just by rewriting a headline or label. Even more so when you do it without leaving your design tool. We’d love to hear your take on “Write as you design.”
