UX writing/product copy
Sitoo product design
The challenge
Founded in the early 2000s, Sitoo evolved from ecommerce platform into a multifaceted solution for retailers, which some 15 years later was an intuitive, beautifully designed mobile POS (point of sale). By 2025, it was a complex, cloud-native ‘unified commerce platform’ – putting entire store inventories at store associates’ fingertips ‘behind a single pane of glass.’
This also meant 20 years of insight into building a RetailTech platform being stored in people’s heads, spreadsheets, shared document drives, individual brainstorming documents, systems, intranet variations, a Wiki and finally, Notion. A talented, knowledgeable, small but mighty team of product designers had synthesised as much as they could into some comprehensive Content Guidelines, but hadn’t been able to integrate UX writing/product copy into the mix.
The approach
Copy is ideally a design element as much as anything else in a user’s journey, and we wanted to tie product copy to brand voice where possible – but it had to make sense. This looked like:
Fundamentals (our product design mission statement and eight product writing principles)
Voice, tone and brand personality (the Sitoo brand personality, brand promise, voice in brand – and how all this informs voice in product)
Grammar and formatting (rules and conventions to follow for consistency)
Localisation (in particular: currency and numbers)
Patterns (WIP: UI patterns, especially regarding error messages)
Accessibility (principles for writing accessible – and inclusive – copy)
Glossary/taxonomy (a hub to be the single source of truth for terms relating to the Sitoo product, platform, features and services)
The solution
In the spirit of bringing everyone together, the company’s Notion workspace became the home of the overarching Content Guidelines, with the UX copy/product writing foundation* available for everyone to use across Sitoo.
*Details available on request
Credits
Agency: Sitoo
Concept and copy: Amy Braunerhielm Ma
Product Design team: Alexander Radsby, Melissa Nilsson and Saga Lundqvist
Cover thumbnail (home screen): Photo by Amélie Mourichon on Unsplash