JTBD Copy

Rewrite UI copy so every element reflects the user's job, not the feature's structure.

For designers who think: "This form says 'Custom message'... but what is the user actually doing here?"

Core Principle

UI copy that mirrors the system's model ("Submit form", "Custom message field") forces users to translate. Copy that mirrors the user's job ("Send this to your client", "Personal note") makes the next step feel obvious.

When to Use

• Writing copy for a new feature
• Reviewing existing UI for clarity
• A form, flow, or page feels functional but cold
• Users drop off or hesitate mid-flow
• Copy was written by engineers and needs a design pass

The Framework