Words as design: systemizing product copy and building Ditto
summary
Claim: treating product copy as a system fixes real problems. Evidence: a Microsoft Azure study shows 44 percent fewer user test errors after copy changes. Built: a Figma-centered tool that begins as a Figma plugin + REST and plugins API integration and expands to a web app and developer SDKs. Mechanism: enforceable components and variants for reusable text, translation and A/B flows, and one-click sync that pushes vetted edits from mockups into running sites used by hundreds of teams.
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chapters (12)
- 0:00Introduction to text in product
- 1:15The role of text in products
- 4:25Current challenges with copy
- 5:20Treating text as a system
- 7:00Components and variants
- 10:01Building the Ditto plugin
- 12:28The Ditto vision
- 13:48Demo: Ditto components
- 15:53Demo: Ditto variants
- 17:36Demo: Syncing changes
- 20:08Future of design and text
- 23:48Conclusion
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