Empathy UX: Writing That Connects Through Design

Empathy isn't just a soft skill — it's a design tool.

In this article, UX Writer Rui Agrião explores how empathy transforms product writing: from choosing the right tone to reducing friction across the user journey.

See how observation, research, and emotional clarity can elevate your UX writing.

UX empathy: writing that connects people

In digital product design, empathy isn’t just a buzzword, it’s a working method. And when applied to UX writing, it can be the difference between a frustrating experience and one that builds trust, clarity, and connection.

This article is adapted from a Hyphen webinar led by UX Writer Rui Agrião, where he explored how empathy shows up in product writing, how it shapes tone and voice, and how small choices in language can build bridges between product and person.

Why UX empathy matters

Empathy is often defined as “putting yourself in someone else’s shoes”. But in UX, it’s more than a mindset: it’s a process. It starts with recognizing that people use products in different ways, with different needs, limitations, and emotions.

For Rui, the importance of empathy became clear early in life. Raised by immigrant parents with limited literacy, he developed an acute awareness of how communication — especially written language — can either include or exclude people. Later, in roles across customer success and digital content, he noticed a pattern: “Every time I wrote something, I had to adapt it to the person reading it — the audience, the context, the goal. That’s where empathy starts.”

Beyond sympathy: a spectrum of understanding

Not all care is created equal. In the webinar, Rui outlined a spectrum:

“You can have pity. You can say, 'oh, that's really sad'. You can have sympathy. You can say, 'oh, I feel for you'. But until you change what you're building, you're not showing empathy.”

Empathy is what moves us from listening to doing. And in UX writing, that means adjusting your words, structure, and tone to reduce friction. Not just to inform, but to support.

The writer’s role in the UX empathy design process

Too often, copy is treated as a late-stage deliverable. A final polish rather than an integral part of the design. But UX writing is most effective when it joins early, during user research and prototyping.

UX empathy maps, for example, are a powerful tool for writers. By capturing what users think, feel, say, and do, writers can echo user vocabulary, anticipate hesitation, and adjust tone accordingly.

Empathy also plays a crucial role in testing. “Don’t just interview — observe.” Rui advised. People say one thing and do another. Observation gives you raw, unfiltered insight into their actual needs and reactions.

Empathy UX: throughout the user journey

One of the strongest takeaways from the session was this: tone isn’t static. Good UX writing adapts as users move through different emotions in their journey.

Imagine a 3-step payment flow:

1. Confusion — The tone should be instructive, helping the user move forward.
2. Hesitation — Switch to an encouraging tone, reinforcing clarity and control.
3. Completion — Celebrate the action with a reassuring or positive tone.

The voice remains consistent, the brand’s personality doesn’t change, but the tone adapts to the user’s emotional state. This distinction between voice and tone is essential in mature UX practices.

Writing to connect

So, how can empathy translate into product copy?

• Use fewer words‍

Clear beats clever. Every word should earn its place.

• Mirror the user’s language

Use accessible terms that your users already understand and relate to.

• Be intentional with tone

Map out user emotions across each journey step and match your writing accordingly.

• Respect brand constraints — but push when needed

“Sometimes, brand voice gets in the way” Rui noted. In those cases, UX writers can bring data, research, and real examples to help evolve tone guidelines.

Empathy is also about the business. Helping stakeholders understand the value of tailored messaging, inclusive writing, and consistent tone often requires internal advocacy and empathy for their constraints too.

Final thoughts

“Empathy is not just understanding, it’s acting on it” explains Rui Agrião, reflecting on how UX writing goes beyond clarity — it’s about building connection through language.

In writing, that means adapting your words to reduce friction, support decision-making, and create emotional clarity. Whether it’s a tooltip, onboarding email, or button label, great UX writing helps people feel understood. And that’s where the connection starts.