When we think about UX design, we often focus on wireframes, user flows, and aesthetics. But beneath the
surface of every great digital experience lies something even more fundamental: content. Content is the
heartbeat of design, shaping how users perceive and interact with products.
I had the privilege of speaking at Devcheque about the role of content in UX design, using my own work as a
case study. From redesigning fintech interfaces to unraveling the art of storytelling in UX, my talk explored the
principles of content-driven design. In this post, I’ll take you through the core ideas I shared and expand on them
to help you rethink how you approach content in UX.
Power of UX Content
The moment we interact with a digital product, we are consuming content. Whether it’s a button label, a tooltip,
or an error message, the words and visuals guide us through an experience. Yet, many designers treat content as
an afterthought, filling in text boxes once the UI has been designed.
When I was speaking at Devcheque, I aimed to challenge this approach. I wanted to show that content should
not be secondary, it should be an integral part of the design process from the very beginning.
UX Content Case Study: Fixing a Fintech Experience
To illustrate this point, I walked the audience through a UX content case study for Kuda, a fintech company in
Nigeria. The challenge? The way users were prompted to deposit money for betting felt unclear and confusing.
Through my research, I found that
Most first-time users trying to deposit into a betting account on Kuda hit a dead end. The system asks for
a User ID, but in many cases, what actually works is the phone number linked to the betting account.
After conducting user research, I applied content-first design principles to rework the experience:
1. I redesigned the input field to accept both username and phone number.
2. I introduced smart validation that suggests an alternative if one method fails.
3. I improved error messaging to guide users instead of leaving them stuck.
The result? A smoother, more intuitive deposit process that improved user trust and engagement. This is what
problem-driven design approach looks like, understanding friction points, eliminating ambiguity, and making
every interaction seamless
The Role of Storytelling in UX Content
Great UX is more than just usability, it’s about connection. And nothing connects better than a good story.
During my talk, I highlighted how Medium and Wise have mastered storytelling across their platforms:
Medium: The writing platform doesn’t just focus on publishing articles; it makes content discovery an
experience. Their recommendation system, homepage layout, and “metered paywall” all work together to
create a compelling user journey.
Wise (formerly TransferWise): This fintech brand uses storytelling to build trust. Instead of dry financial jargon,
their product pages tell real-life stories of people sending money globally. They make an emotional connection
first, then introduce the product features.
How to Incorporate Storytelling in UX:
Create a Narrative Arc – Every user action should feel like part of a journey.
Make Users the Hero – Frame content around their needs, not the company’s.
Use Conversational Language – Write as if you’re speaking to a real person.
Guide, Don’t Overwhelm – Give users just enough information to keep them engaged.
By treating UX content as a story, you turn interactions into experiences
To tie everything together, I introduced a content-driven design framework that I use in my own projects. Think of
it as a clockwise cycle, ensuring that content remains central throughout the design process:
To tie everything together, I introduced a content-driven design framework that I use in my own projects. Think of
it as a clockwise cycle, ensuring that content remains central throughout the design process:
- Research
Conduct user interviews and analyze pain points.
Identify where content plays a role in decision-making. - Content
Write microcopy, tooltips, call-to-action buttons, and support content.
Focus on clarity, brevity, and actionability. - Design
Let content shape layouts.
Use hierarchy and typography to enhance readability. - Testing
Conduct A/B tests on different versions of UX copy.
Use heatmaps to track where users struggle with content. - Feedback
Gather qualitative insights through user testing.
Identify content that causes friction or confusion. - Improve
Iterate based on user feedback.
Keep refining until content seamlessly fits into the user experience.
This framework ensures that content isn’t an afterthought, it drives the entire UX process
Final Thoughts: Content is UX, UX is Content
Too often, UX/UI designers focus only on the visual side of interfaces, treating words as placeholders (Let’s stop
this). But the truth is, UX is content. It’s what guides users, builds trust, and shapes the overall experience.
The key takeaways from my Devcheque talk: UX content must be clear, actionable, and user-focused.
Storytelling transforms ordinary interactions into memorable experiences. A structured, content-driven
approach leads to better usability and engagement.
The next time you start a UX project, don’t design first and add content later. Let content lead the way.
What are your thoughts on content-driven UX design? Have you encountered products where great content
improved your experience?
