Content designer: the role that’s reshaping tech products
Five years ago, the role of “Content Designer” was relatively unknown in tech, but by 2025, it’s become a sought-after position, as companies realize the power of combining content with user experience design.
The term “Content Designer” often confuses people, as it’s not traditionally tied to either marketing or visual design.
Even though copywriting can be a part of the role, it’s not the focus here. Content designers think in broader strategic responsibilities, managing the experience beyond just words or visuals.
While still a key part of the design discipline, where product or graphic design relies on visuals and UI libraries, content design seeks to understand user needs, identify problems in an experience, and craft solutions using messaging and information, aligning content strategy with user-centered design principles to solve issues effectively.
Major players like Google, Meta, Amazon, and Shopify now have entire Content Design departments. Even traditional companies are catching up — banks, healthcare providers, and government agencies are all hunting for these professionals.
But here’s the thing: this isn’t just another trendy job title. Content design emerged because something fundamental changed in how we build digital products.
The days when developers could throw together an interface and have a copywriter fill in the blanks are long gone. Users now expect seamless experiences, intuitive flows, and content that feels like it’s reading their minds.
Here’s a cartoon I found that pretty much captures what a Content Designer does:
Why this explosion? Three forces collided:
Product complexity went through the roof
Remember when apps just did one thing? Now your average software product is a Swiss Army knife of features. Someone needs to make sense of this complexity for users — enter the Content Designer.
Users got more demanding
We’ve all rage-quit an app because it was confusing or frustrating. Users now expect products to speak their language and guide them effortlessly. To create easy, intuitive experiences, good content design is essential — it’s no longer optional.
Traditional roles hit their limits
UX writers focus on interface copy. Content strategists plan high-level approaches. Technical writers document features. But who designs the entire content experience from the ground up? That gap needed filling.
Content design represents a fundamental shift in how we think about digital products. It’s the bridge between what companies build and what users actually need.
Also, let’s clear something up: Content Designer isn’t just a fancy new title for writers who work in tech.
While writing is part of the job, thinking of Content Designers as just writers is like calling an architect a “house drawer.” It misses the bigger picture.
So, here’s a dive into what makes this role unique and why it matters now more than ever.
The evolution
Remember when tech companies just had technical writers tucked away in some corner, documenting features after they were built?
Then UX writers came along, focusing on interface copy. Content strategists emerged to plan content initiatives. But something was still missing.
Products were getting more complex, but the way we approached content wasn’t keeping up. Teams realized they needed someone who could:
- Design content systems, not just write copy
- Shape product features from the start, not just describe them
- Create scalable content architectures, not just style guides
Think of Content Designers as the architects of information. They’re not just deciding what words to use — they’re designing how information flows through an entire product ecosystem.
What makes this role different
Let’s break down how Content Designers differ from related roles because this is where it gets interesting:
vs. UX writers
UX Writers are the specialists of microcopy — those crucial interface moments like button text and error messages.
Content Designers zoom out to the entire system. They’re asking: “How does all our content work together? What mental models are we creating?”
Think of it this way: UX Writers craft perfect sentences; Content Designers design entire conversations.
vs content strategists
Content Strategists are the big-picture planners. They develop content marketing plans, editorial calendars, and governance models.
Content Designers get their hands dirty with the product itself. They’re in the trenches with product teams, prototyping and testing content solutions.
The key difference? Content Strategists plan the content war; Content Designers fight the battles.
vs technical writers
Technical Writers excel at explaining complex features clearly and comprehensively.
Content Designers work upstream, helping shape those features before they’re built. They ask: “Do users even need this explanation, or can we make the feature more intuitive?”
One documents the product; the other helps design it.
Systems thinking
What truly sets Content Designers apart is their systems thinking approach. They’re not just writing content — they’re designing content systems that can:
- Scale across massive products
- Adapt to different user contexts
- Evolve with changing user needs
- Maintain consistency across platforms
For Jacob Moore, Eventbrite’s Content Strategist, systems design is the key difference between Content Design and Content Strategy.
“You want to ensure that customers can find the content they need, so you need the right organizational structure and tooling configuration to make that happen. An effective content strategy also ensures that your systems can scale for future capabilities and shifting business requirements. [source]
This is why tech companies are investing so heavily in Content Design teams.
In a world where products are becoming increasingly complex, someone needs to make them feel simple. That’s what Content Designers do.
A day in the life of a Content Designer
Let’s look at what Content Designers actually do all day — it’s not sitting in a corner writing clever copy.
Morning
- Attend a product planning meeting. Spot areas where users may need clearer guidance and propose simplifying features.
- Review user research. Identify moments of confusion caused by unclear content and flag them for fixes.
- Respond to feedback in Figma. Clarify decisions and make quick adjustments to yesterday’s work.
Afternoon
- Collaborate in a design workshop to prototype a sign-up flow. Ensure all text is actionable and rewrite confusing messages, like “Invalid input,” into “Enter a valid email.”
- Analyze user behavior with tools like Hotjar. Identify drop-offs at Step 3 and note unclear instructions as a likely cause.
- Finalize microcopy drafts in Contentful or Figma, aligning text with design requirements.
Later in the day
- Refine the sign-up flow, updating vague instructions like “Fill this form” to “Add your name and address.”
- Document new patterns in Notion, such as examples for error messages or onboarding tips.
- Draft questions for user interviews to explore why Step 3 caused friction. Prioritize tasks in Jira for the next day and share updates with the team.
The core superpowers
Systems thinking
This isn’t just a buzzword. Content Designers need to:
- See patterns across different features
- Create scalable content frameworks
- Build reusable content components
- Think in terms of user journeys, not just isolated screens
Design process fluency
Content Designers must know design tools to:
- Create content prototypes
- Run content-focused user testing
- Work with design systems
- Speak the language of UX and product design
User psychology understanding
The best Content Designers are part psychologist:
- Understanding user mental models
- Predicting potential points of confusion
- Knowing when to explain and when to simplify
- Reading between the lines in user feedback
Content architecture skills
This is where things get technical:
- Mapping content models
- Creating taxonomy systems
- Designing content workflows
- Building content style guides that scale
The modern Content Designer’s toolkit includes:
- Design tools (Figma, Sketch)
- Prototyping tools (Protopie, Principle)
- Content management systems (WordPress, Drupal)
- Analytics platforms (Google Analytics, Hotjar)
- Collaboration tools (Miro, FigJam)
- Documentation tools (Notion, Confluence)
But here’s the truth: tools come and go.
What matters more is the mindset — the ability to think systematically about content and its role in the user experience.
Cross-functional at the core
Content Designers are true cross-functional players. On any given day, they might collaborate with:
- Product Managers (on feature strategy)
- UX Designers (on interface flows)
- Researchers (on user insights)
- Developers (on content implementation)
- Legal teams (on compliance)
- Marketing (on message alignment)
The key? Being able to speak everyone’s language while advocating for the user’s needs.
What about AI?
AI’s impact is particularly interesting. Rather than replacing Content Designers, AI is becoming a powerful tool in their arsenal:
- Automated content testing
- Rapid prototyping
- Personalization at scale
- Content pattern analysis
- Enhanced accessibility checking
What a content designer brings to a team
The digital landscape is evolving rapidly. Your products are becoming more complex, your users more demanding, and your competitors more sophisticated. In this environment, having a Content Designer isn’t a luxury — it’s a competitive necessity.
A skilled Content Designer can:
- Reduce support tickets by creating more intuitive experiences
- Increase conversion rates through clearer user journeys
- Speed up product development by solving problems early
- Create scalable content systems that grow with your product
- Bridge the gap between your product vision and user needs
While developers build features and designers create interfaces, Content Designers ensure everything makes sense to your users. They’re the difference between a product that works and a product that works brilliantly.
Further reading
- Content Design by Sarah Richards
- How Content Designers Shape User Experience Across Platforms [uxwritinghub.com]
- UX Designers and Content Designers: A Framework for Collaboration [indeed.design]
- Content design: why it matters (and why it’s not just UX writing) [hotjar.com]
- The art of information hierarchy
Hi! Thanks for reading this far! As you can see, I’m passionate about making complex products feel simple and intuitive.
I’ve spent years refining my approach to Content Design, combining strategic thinking with hands-on content creation. And yes, I leverage AI tools — because modern problems require modern solutions! But here’s the thing: AI is just a tool. The real magic happens when you combine it with human insight, experience, and creativity.
That’s where I come in. Whether you need a complete content system overhaul or help with specific user experiences, I can help your product speak your users’ language.
Want to make your product more intuitive and user-friendly? Let’s talk! My contact info is right here ⬅️
Best! 🖤
P.S. If you found this article helpful, feel free to check out my other pieces on UX writing and content strategy. There’s plenty more where this came from! 😉
