Content-First vs Design-First: Which Approach Works Best for UX Writers?

Error Screens & Empty States: Guiding Users Back on Track designed by author.

Forget the chicken and the egg. The real debate is whether a content-first or design-first approach should lead the UX writing and content design process. The debate over content first vs design first continues to shape how UX writers and designers collaborate. If you ask me, it’s content. Always. Before I think about layout or visual elements, I want to understand the user. Who they are, what they’re dealing with, and what kind of support they need. I ask, "What problem are we solving?" and "What’s the goal of this experience, not just for the business, but for the human on the other side of the screen?" For me, the words carry that emotional weight. They clarify intent. They guide structure. When the message is grounded, the design can take shape around it with purpose and empathy.

When I start with content, I’m shaping the purpose. The design becomes a tool for delivering that purpose, not the other way around.

What kind of language will make them feel seen, supported, or empowered?

When I write for a product, I don’t just ask what needs to be said. I ask how it should feel. Should the message sound calm? Encouraging? Neutral? Sometimes, the words need to hold space for silence or disappointment. Other times, they should gently nudge the user forward.This kind of language isn’t mere filler; it serves a purpose. It’s function. It can rebuild trust after an error, reduce friction in a confusing flow, or create small moments of relief during emotional experiences.That’s why I start with tone and intent. Because how you say something, especially during quiet or difficult moments, can completely reshape the user’s experience.

Start with tone, then build around it.

Tone is often treated like a final polish something added once the structure is locked in. But in my process tone comes first. I define how I want the message to feel then build the content and interaction around that emotional intent. If the tone needs to be soft and reassuring the entire screen from button text to empty state copy follows that energy.

It is not about sounding nice it is about sounding right for the moment the user is in.

Making Every Word Serve a Purpose

Every word a user reads should move them forward toward clarity, action, or understanding. In content design, unnecessary words create friction. Purposeful language respects the user's time and helps them make decisions with confidence. I approach writing with intention, asking not only what needs to be said but why it matters in that moment. This means eliminating jargon, streamlining instructions, and choosing words that do the most work with the least effort. When every word serves a purpose, users feel guided and supported, not overwhelmed.

The debate: Content-first vs Design-first

Up until now, I’ve shared why content-first and tone-driven writing matter from my perspective. But what does that actually look like in practice? How do content-first and design-first approaches compare, and what impact do they have on the user experience?

In the next section, I’ll break down the core differences between these approaches and explore the common challenges they present.

1. What Comes First

This is about where you begin the process.

• Content-First means starting with the message. You write or outline the key ideas, actions, or information users need. Then the design is shaped around that message to support it visually and functionally.

• Design-First means starting with the visuals. You create a layout or wireframe first, often using placeholder text. The real content is added later, and sometimes adjusted to “fit” the design.

Why it matters: When you start with content, you’re prioritizing communication. You’re thinking about what the user needs to know, do, or feel before deciding how it should look. This often leads to clearer interfaces. Starting with design can be useful for quick mockups, but it sometimes leads to generic or unclear messaging if content becomes an afterthought.

2. How It Feels

This is about what the user experiences when they interact with your product.

• Content-First experiences tend to feel clear, helpful, and intentional. The words feel natural because they were written to fit the situation, not squeezed into a design box. The tone matches the user’s emotional state, and the message flows.

• Design-first experiences often result in polished and visually appealing interfaces. However, when content is added later in the process, there is a risk that the messaging may not fully align with the design’s tone or intent, which can sometimes lead to a less cohesive user experience.

Why it matters: Users don’t just look at products, they read them. Language carries meaning and drives action. If your words are generic, awkward, or unclear, even the most beautiful design can fall flat.

3. What It Solves

This is about the problem each approach is best at solving.

• Content-First is about solving communication problems. It helps users understand what they need to do and feel confident doing it. It focuses on clarity, guidance, and empathy.

• Design-First is about solving layout and interaction problems. It focuses on visual hierarchy, flow, and functionality—how things should look and move.

Why it matters: In real-world projects, both are needed. But when content comes first, you’re more likely to catch edge cases, reduce user confusion, and design something that actually works in real life and not just on a Figma board.

4. Common Challenges of Each Approach

   
   

This is about understanding that each approach brings its own challenges that can impact both the process and the user experience.

• Content-First can sometimes delay visual design, making it harder to quickly prototype or iterate on layouts. Teams also need strong content strategy and writing skills early on to avoid stalled progress.

• Design-First Challenges can lead to content feeling forced or squeezed into tight spaces. This may cause unclear messaging or inconsistent tone, which can confuse users or reduce usability.

  
  

Why it matters: Understanding the strengths and challenges of content-first and design-first approaches helps teams choose the right process for their project. It also highlights why balancing content and design is crucial for creating clear, user-friendly experiences. When teams overlook these differences, they risk building products that either look great but confuse users, or communicate well but lack visual appeal.

Final Thought

Neither approach is “wrong,” but for writers, product thinkers, and even visual designers, starting with content often leads to stronger, more user-friendly outcomes. It’s easier to design around real words than to force meaning into empty shapes.

If you’re just getting started in UX or content design, ask yourself: What am I really trying to say here, and what’s the clearest way to say it? Start there. Let the visuals follow.