As a fast-growing startup with an emerging UX writing culture, EMCD lacked established UX writing processes and faced multiple challenges, from time-to-market to overall copy quality.

Here are some of them:

• Tasks came in chaotically, misaligned with the product release cycle, which led to unpredictable UX Writers’ workload, overload, and, consequently, poorer UI copy quality
• Tasks often arrived via DMs and were not documented elsewhere, making it difficult to track workload and estimate the time needed for the task
• The UX writing stage was often skipped; texts were written by designers and product managers, which led to errors and inconsistencies
• Limited UX writing resources: two UX writers supporting ~10 products, which led to overload, inability to keep all the necessary context, and consequently, poorer UI copy quality
• Poor localization process: source copy was created in Russian, then translated into English, which served as the source for other languages. This led to a longer time to market and incomplete localization at release

To set up a sustainable UX writing process, ensuring timely delivery of high-quality content

I worked closely with the other UX writer, design lead, and business process automation team.

Step 1. Defining the scope of UX Writers' work

I defined types of tasks UX Writers handled. These included UI copy for new designs, copy bug fixes, translation fixes, and more.
Also, I outlined the stages of work for each task (creating translation keys, writing text, etc.), documenting what exactly happens at each stage.

Then I created Jira templates for different task types with required fields to ensure stakeholders provide all necessary information.

Step 2. Establishing the Jira workflow

I analyzed the existing UX design workflow in Jira and explored ways to align UX writing with it. Several setups were considered, including:

• A single design task owned by the designer, with ad hoc UX writing input (proved inefficient due to the human factor, as designers could forget to tag a UX writer or pass the task to them)
• Adding UX writing stages within the design board, etc.

Finally, we established a solution where designers use a dedicated “UX Text” column on their Jira board for all text-related work. At the same time, UX writing tasks are tracked on a separate Jira board, where the entire UX writing process is mapped out in more detail, including all stages (localization, reviews, etc.).

Step 3. Adding automation

I introduced automations to connect workflows:

• When a design task moves to the “UX Text” column, a corresponding task is automatically created on the UX writing board
• The UX writing task inherits key fields (Figma links, walkthrough Loom videos from designers, epic, related tasks)
• Once the UX writing task is completed, a comment is automatically added to the design task, notifying the designer that they can move the task forward

I also designed a task creation workflow for urgent copy fixes via Slack. It is a lightweight form for developers, located in the chat they normally use to communicate with UX writers on UX writing and localization tasks. The form includes a few required fields to avoid slowing developers down while still capturing essential information.

Step 4. Stakeholder management & commitments

• Aligned with stakeholders on a standard design cycle (2 weeks) and ensured UX writing tasks fit within this timeframe
• Coordinated with product managers on planning activities

• Transparent and scalable process
• Improved prioritization due to better-structured tasks (e.g., use of epics and required fields)
• Automations reduced manual effort, ensured visibility, and minimized the risk of UX writing being overlooked
• Clear visibility of UX writers’ workload
• Transparent deadlines for stakeholders and managers
• Higher copy quality, as designs cannot progress without a corresponding UX writing task
• Improved localization quality with fewer production issues, supported by better context (screenshots, character limits) and consistent key naming

Slack task creation bot concept defined but not yet implemented. Also, I identified the next challenge: scaling the UX writing team setup to further reduce time to market.