A crisis of confidence: Returning to work after a baby

undraw_motherhood_7htu (1).png

There aren’t enough words to describe becoming a parent. An intense sense of gain and loss. Equal measures of joy and fatigue, worry and wonder. 

But for all the delight, new experiences and precious moments, there is one question I continually ask myself:

“Where did my confidence go?”

Let me put a few things in context.

I spent the first seven months at home with my son. From seven months, we decided to put him into daycare two days a week to give me a chance to start writing again and pick up a couple of freelance clients- not rushing back into full-time work but just getting back to having a purpose other than taking care of him. A professional purpose. I had also enrolled in my Masters of Interaction Design at UTS. So it was back to work AND back to school. Yippee!

Maternity leave for me was very isolating. My partner and I don’t have any family in Sydney, and only a few friends having relocated recently, none with children. I know a lot of women speak about not being able to shower or get anything done during the newborn days. I will probably get shot down for this, but I never felt this at all. Probably because we had zero social commitments and all day to get things done. I never went without showering,  the kitchen was always clean, beds made, washing done, business as usual. But the loneliness. The isolation. That bit hit hard. When my partner got home from his job and asked, “What did you two get up to today?” My two-word answer, often spiteful reply was, “Not much."

I missed my work. I missed being part of creative projects. I missed office banter. Hell, I even missed my boss. The only KPIs I had were the number of loads of washing, the single deadline was to be out of my pyjamas before 10 am. So when the time came to put my son into daycare and get back to my career, I felt relieved and pretty bloody excited. 

Then it hit.

A crisis of confidence I'd never experienced before.

An overwhelming sense of self-doubt, uncertainty, sadness, insecurity sprinkled with side serve of mild social anxiety.

Where had this insecurity come from? And why now, FFS?!

It felt (and still feels, if I'm honest) like after taking a break to have a baby, my skills have disappeared. That post-baby I have less to offer. And that I'll struggle to find great work because I’m a Mum now. To loosely paraphrase Ibsen, I felt like the bouquet after the ball. 

Sounds dramatic. And ridiculous. But those thoughts were playing on repeat in my mind.

To make matters worse, in the next few months, three events happened to send me deeper into this decline. And these, even as I write them seem so innocuous and banal. But it’s really all it took for me to withdraw further from myself and from moving forward.

Meltdown Moments

1- I met with a creative agency who were looking for a UX writer for one of their clients. The producer had found me via Google, we’d spoken, I’d told her I’d been on maternity leave, my experience in copywriting and what little experience I had in UX. All good, she said. We tee’d up a meeting and went through the project. Then they asked to go over my portfolio. Portfolio? Gulp. I hadn’t updated my website in 12 months. And before that, I was working full-time hours with a fintech startup. Even though I was fully transparent about my previous work and projects, and clear about my capabilities, I felt like I did not deserve a seat at that table. The client decided to go in-house for the project (whether that’s true or not; I’ll never know) but this meeting absolutely crushed me. I took my tattered self-esteem home in pieces. Creative agencies can be intimidating at the best of times. And I was not equipped, mentally or emotionally, for all eyes to be on me at that table. What had happened to me? I didn't even recognise myself.

2- The more I got stuck into my Masters, the more I started enjoying the UX/User Research side of things. I started reaching out to a few digital businesses in Sydney to see if they needed any juniors in this area. Many emails never got a response; I was expecting that. However, The Head of Digital for an agency came back to me. Honestly, if I had a left testicle, I would’ve chopped it off to get my foot in the door with this business. Although I was not the ideal candidate he was looking for, he took the time to reply to my email and offered to meet up for coffee at 8am. And what did I do? Well, dear reader, I didn’t respond. Not my finest moment. The invite was for 8am, with a link to his calendar to book in a day. But, you see, with an infant, there’s no way I could get him to daycare and then get myself to Surry Hills before 8am. But, I couldn’t say this. Because- who the f*ck cares? My first interaction was going to be, “Well, sir… I’m a Mum… And… I have a baby… And daycare doesn’t open until 7am… and …” - The self-talk, again, of not being worthy to get a seat at the table, or merely coffee with another person- was running on repeat. So instead of making excuses, or explaining the reality of my situation, I just didn’t respond. 

3- I took a project that I knew was not going to end well. As freelancers, we’ve all done it! We accept work not aligned with our expertise, and it turns out to be a big mistake. The red flags were the number of writers she had worked with previously who ‘hadn’t worked out’. The other red flag was an obsession with wanting to sound like her main competitor despite all my best efforts to encourage her to find her own unique voice, tone and point of difference. We finished the project and parted ways which is fine. But the whole project I was second-guessing everything I wrote, questioning every phrase. And a job that should’ve taken 10 hours took 30. 'I really am shit at this,' I thought.

I started speaking with other Mums and friends from home and I found out I wasn’t the alone in this tough transition back to work. In fact, a 2016 national survey stated only 32% of Australian women felt confident to re-enter the workforce after having children. That’s 68% who did not.

I don’t have the answers in this post. I wish I did. But as the months go on, I am becoming more resilient and better equipped to get on with things. And as fate would have it, more opportunities are arising. Which in turn, rebuilds confidence.

For other parents who may be feeling similar emotions, we need to remind ourselves that during maternity leave our skills didn’t go anywhere. If anything, we've added to them.

We're still worthy. We still deserve a seat at the table. And we still have something to contribute. We're still just as valuable, shit, even more valuable than we were before. The trick is to start believing it.

So, where am I now?

  • I worked my butt of and received a High Distinction and Distinction for my first semester of my Masters of Interaction Design. Let me have a humble brag, dear reader- Lord knows I need it.

  • My son has (finally) settled into day care and is happy, healthy, sleeping and eating well. Praise be.

  • I’ve managed to get part-time work for a UX agency focusing on content strategy and user research, predominantly usability testing and qualitative research- which is fascinating and such a great skill that aligns with UX writing and copywriting.

 And what’s next?

  • To get back out there working with great people, on great projects. Small steps in the right direction. I have capacity to take on UX writing projects and I especially love working with interesting startups. 

Thanks for listening. And I hope this has helped any other parents returning to work. Hang in there! It gets easier.

I'd love to hear from you in the comments below or feel free to get in touch at hello@caseyelmer.com.au

How I stumbled into UX writing and never looked back

undraw_wall_post_83ul (1).png

I’d never spent so long considering so few words.

I didn’t realise at the time the fragments of copy I was creating even had a name. But I did know one thing- I was bloody enjoying it.

In 2016, I joined a fintech startup as the only native English speaker and writer. I quickly realised it was up to me to create the entire content strategy and copywriting for the business.

I relished the chance to empathise with our customers. To walk in their shoes, to face the problems and challenges they were hoping to overcome. I got started armed with a notepad, large whiteboard and a stack of coloured sticky notes. Yep, I liked this project already.

The weeks to follow evaporated into research, discovery, empathy mapping, affinity diagrams, customer journeys, building personas, tone and voice style guidelines, branding essence and more. As a freelancer, I was most commonly brought in at the end of projects, website designs all but approved and my copy having to fit neatly into the ‘lorem ipsum’ gaps left to fill. This project was different. I was so energised to be a part of the creation phase, to sit alongside the dev and UX team right from the get-go.

The client was a budding fintech; an alternative lender focused on providing small business loans. Naturally, customers were often anxious, they needed their hand held, they needed to feel secure through this process. After all, they were disclosing a tonne of sensitive information and data such as business names, ABNs, financial information, driver licence, credit history. Alternative lending being a nascent industry, most users had never dealt with a financial institution outside the big four banks in Australia. We were also battling a common stigma- that money lending is grubby business. Building trust and transparency with our customers was imperative.

The copy had one overarching aim: clarity. The copy had to be concise, clear, helpful. Unlike copywriting that is designed to persuade and sell, the UX copy and microcopy were intended to guide, inform, educate and take what was a complex algorithm on the back end into a very simple and straightforward user experience. An experience in which people were informed, looked after and confident they were dealing with a reputable business that understood their needs.

Borrowing money is serious business. With serious ramifications if the business defaults. We wanted to be approachable but not make light of the process.

But we also didn’t want to sound like your typical financial institution. Read: stale, uptight. We needed to be understanding and empathetic more than anything.

Copywriting and content elements for this fintech project included;

  • Wireframes and prototypes of app, website dashboards
  • All website copy
  • Notifications, Confirmation and Error messages
  • Placeholder text
  • Button copy and CTAs
  • Email schedule for both onboarding, transactional and promotional purposes. I.e. When people signed up, we welcomed them. If they fell out of the funnel at any of the four application steps, there would be a personalised email of where they were up to. We followed with transactional emails around completing the process, the lending decision and outcome, the repayment schedules and how they could re-finance in future. Promotional emails revolved around small business advise and generalist small business topics along with recent media coverage.
  • Error 404s
  • User dashboards for customers and business partners
  • Empty states
  • Signup forms
  • Logins and password recovery
  • Blog content
  • Press & Media releases
  • Advertorials and Editorial content

A lot to cover, right? A great mix of UX writing, microcopy, content marketing, sales copywriting and funnels.

So, what are the things I learned from this project?

  1. UX Writing is a real thing. And it’s only growing in demand as UX Designers and Product Managers realise great content has to be aligned with UX/UI design from the very beginning of projects. Great copywriters are critical to great user experience.
  2. Microcopy is about clarity. Along with being helpful, timely and concise. Think of it as condensed language.
  3. If you’re a copywriter, it’s okay to prefer flows to funnels. There’s room for all sorts of copywriters in design, content marketing, advertising. Find your sweet spot. This project triggered something I’d been feeling for some time- while I dig the research, discovery, ideation and creation phases of large projects, I don’t always love ‘the sell’. And that’s okay.
  4. While copywriting is intended to persuade, UX writing is to guide.

I’m grateful this project gave me my first glimpse into the challenging, exciting, inspiring world of UX writing and design. It’s even inspired me to pursue my Masters of Interaction Design along with focusing on UX writing projects currently.

So, wish me luck on this journey. Onwards and upwards into the world of UX research and design!


Microcopy 101: A closer look at Go-To Skincare

 Homepage Banner

Homepage Banner

I’m a big fan of Zoe Foster Blake. She’s a writer, ex-beauty editor, published author, businesswoman extraordinaire. She’s also a Mum. And she’s incredibly funny.

With a measly 642K followers on Instagram, I’m clearly not the only person who admires her. But this article isn’t about fangirling over Foster Blake.

I wanted to take a detailed look at the UX writing, microcopy and tone of voice across her skincare website, Go-To Skincare.

I’m always on the lookout for great examples of microcopy and UX writing that really nails the brand voice. I keep coming back to Go-To, pleasantly surprised with the wit, humour but most importantly, the overall ease of use and guidance throughout the site.

Go-To’s attention to detail makes online shopping a pleasurable and memorable user experience, one that consistently surprises and delights. As UX writers and copywriters, isn’t that what we’re all trying to achieve for the businesses and brands we work with?

Let’s just dive right in.


 Product Page: Face

Product Page: Face

1. Hero Product Page: Face Products

  • Opening copy above the fold: “Go-To won’t piss off your skin.” Conversational tone, no jibber jabber, no outlandish promises beauty websites/brands proclaim.
  • The tone of voice immediately clear with the use of ‘piss off’, ‘heck’, ‘nasties’- informal and approachable tone throughout. Very Australian language here.
  • Attention to detail right down to the sarcastic Trademark ™ and Registered ® symbols.
  • Quirky icons and emojis for Account, Currency, Cart and Help top right corner.
  • Great use of ‘we’ and ‘you’ throughout copy to instantly connect the user to the brand.


 Shipping Cart Graphic

Shipping Cart Graphic

2. Free Shipping made fun

  • From the ‘OMG!’ to the ‘Hooray!’ tone of voice is a bit silly, excitable, positive- but still gets the message through. i.e ‘You’re only $19 away from free standard shipping.’
  • The moving box package graphic adds a little fun and lets the user celebrate free shipping more than the standard messaging on most E-comm websites.
  • Notice the product pages simple layout to move from ‘All’, “Face’, ‘Body’, ‘Mens’ for quick jumping between categories without having to head back up to main navigation.
  • Not copy related: notice the imagery throughout the site, no glamorous celebrities, very natural, very understated, very little makeup, no smiling or perfectly posed women. The images reflected back are normal, naturalwomen.


 Account Login

Account Login

3. Account login: scattered pop culture references

  • Again with the conversation tone, the odd swear word and pop culture references from movies like Clueless or Mean Girls- cult classics for women now in their 30’s, the target demographic. If you’re unfamiliar with Go-To Skincare, although being branded as straight forward, simple and approachable no-nonsense skincare, it’s not cheap. The price point is still up there with serious established international brands. Price points of $41 for moisturiser, $31 for cleanser, $45 for serum. The women who this brand speaks to are smart, savvy, they care about the health of their skin without buying into bullshit. They just want no-fuss products that work. Whether it comes in a pretty glass jar is irrelevant.
  • Placeholder microcopy is comical.
  • Button copy and notifications are fun but not distracting. The copy is clear, concise and straightforward. Nothing is trying to be too clever or too smart.


Microcopy Go To

4. Account Info

  • Simple, clean UI. Not too copy-heavy, enough white space to let the key messages stand out.
  • Tone is conversational, appreciative but the page works hard to be helpful more than anything else. Again, the personality and voice of the page doesn’t distract from the actual purpose.
  • Copy features more throw backs to the late 90’s, early 00’s pop culture reference, hit TV show Dawson’s Creek. As a woman in her early 30’s, this is a nostalgic reference. We all swooned over these characters in high school.
  • Even the LOG OUT link reflects how the user is feeling. They’ve scanned, they’ve searched, they’ve purchased, now let them get THE HELL OUT OF HERE.


 Go-To Socials

Go-To Socials

5. Socials

  • Fun, quirky ‘scrolly moly’ Instagram microcopy and straightforward, purposeful button copy tells the user what to expect next.
  • Tying in peach, grey, white colour palette and brand essence into the Instagram feed seamlessly.
  • Unique and fun finger pointing to scroll instead of usual arrows.


Go To Footer.png

Okay last one, folks.

6. The Footer

  • Too many tiny details to put purple circles around on this one. From the placeholder copy on the newsletter subscription to the text ‘We’re everywhere’ re: social media, to the little icons and emojis splattered around the footer.
  • Another reminder that Go-To products are cruelty-free with the ‘Phew!’ above the bunny rabbit icon.
  • All in all the footer is again, silly, but not absurd. It’s helpful. It’s jam-packed with useful information without being overwhelming or confusing.
  • The real clincher is in ‘Free trip to Bali’- click on that and what pops up is…


Go To Rick Astley.png

….Rick Astley’s 80’s hit ‘Never Gonna Give You Up.’

No, it’s not a free trip to Bali. But I don’t even care. I’ve been surprised, and delighted, by a nostalgic pop song.


Key Takeaways for your next UX writing project

  • Know your audience: right down to online shopping habits, ethical values, pop culture, and nostalgic references.

  • Know the user’s state of mind when they’re visiting your website. In this case, women are both shopping with purpose but also discovering more valuable content- FAQs, skincare regimes for day versus night, ethical values of the company.

  • Don’t let cute or funny text get in the way of clear and concise instructions and guidance.

  • Be helpful.

  • Be appreciative.

  • Be funny (if that’s your style) but don’t be over the top about it and don’t let it distract the user from completing their primary task.

  • Attention to detail. This is the element I’m most impressed with from Go-To. The smallest details make a huge difference in the overall user experience. Whether it’s tone, style, language, microcopy, icons or emojis. Everything works together seamlessly to deliver a brilliant user experience.

I’d love to know whether Zoe Foster Blake wrote much of the copy on Go-To’s site. Even though her face doesn’t appear once on any of the pages and there’s no bio about her specifically, you can really feel her presence and style throughout. The copy is warm and inviting, funny and kooky. The creative agency behind the brand absolutely nailed it.

Over to you…

Does this skincare brand resonate with you? Or does it miss the mark?

Do you think the microcopy and UX writing is on point? Or over the top?

I’d love to hear from you in the comments below.


Empathy mapping: A starting point for better user experiences

Empathy mapping: A starting point for better user experiences

When we use empathy to put ourselves in someone else's shoes for a moment, we get a chance to better understand and appreciate where they're coming from and the problems, or pain points, they may be facing.

Empathy and emotional intelligence are closely related. When we take the time to tune in to our EQ, we're a step closer to improving the overall user experience design. Empathy maps are no longer just the domain of savvy marketers. UX designers are benefiting a lot from this simple tool.

How to hire the right freelance copywriter for your business

How to hire the right freelance copywriter for your business

As the saying goes, 'If you pay peanuts, you get monkeys.' There are great copywriters to suit every budget. However, you should still take some time researching which copywriter is going to be the best fit for your business. The last thing business owners need is missed deadlines, crappy copy, a misunderstood brief (or no brief at all) and a waste of precious time.

Productivity hacks for your health and wellness

Productivity hacks for your health and wellness

We're all busy. I get it. I meet client's all the time who wear their busy-ness as a badge of honour. And honestly, I don't get it. I'm one of those people who believes we can have it all. Call me naive, but I believe when you make a conscious effort to build productivity awareness into your day-to-day tasks, you reclaim those lost hours of procrastination and waste. More time to focus on your business, more time with your kids, more time for your own health and self-care. If your daily routine is all rush, and no relax, read on...