UX Writing for a Productivity App

UX Writing for a Productivity App
Project Date
April 2019
Services Provided

An app with a clear vision: Seque helps people focus and work distraction-free. We built an experience to reflect this vision.


Seque is an app that helps people focus and get their best work done. As a productivity app, simplicity was key. After completing a robust round of user research, the team contacted me to ensure their research findings translated into the right words.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
  • ddsf
  • sdfdsfs
  1. sddf
  2. sdfsdf

My process

1. Translating research into insight

I worked with the design and product team to translate user research into user insights. Once we knew what challenges our user had, we could build an onboarding and app flow to match.

I created four user archetypes based on what they do, their jobs to be done, how Seque can help accomplish JTBD, words and phrases that resonate, emotions to convey, pace and tone.


2. Speaking the user's language

The research indicated that people who need to focus and have problems with productivity use a similar set of words and phrases to describe situations and how they feel. I took this learning into the copy for the website and the app to create copy that would resonate in the moment.

UX writing - terms the users' use

3. Seque voice and tone

With these insights, I created a voice and tone guide that would inform everything else to come.


The result

A user-centric website that prompts visitors to get the app to help with their focus and productivity. Within the first few weeks, the app was featured on the App Store.


Seque website copywriting
I know I'm biased, but Kim's copy on our product made me want to download the app! Having her involved in the design and build process was invaluable, as were the insights she unearthed from the user research. We feel that Seque has soul now!

- Dimitris Niavis, Seque Co-founder and Designer

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