How UX Writing and Content Design Moves Metrics at Duolingo with Mary van Ogtrop

💬 Episode Description :
In this episode of Writers in Tech , we sit down with Marie Van Ogtrop , Director of Product Writing at Duolingo , to talk about building emotionally resonant content, scaling UX writing through AI, and creating consistency across a fast-moving product. Marie shares the story behind Copybot , Duolingo’s internal AI-powered writing tool, and how it allows product teams to write on-brand, delightful copy—without overwhelming the content team.

We also talk about:

Why words are a business tool, not just decoration

How clear writing reflects clear thinking

“Meeting the moment” as a core UX writing principle

The power of internal documentation and style guides

Why AI won't replace writers—but it will expand their reach

Using writing as a prompt design superpower

Childhood stories, abandoned first chapters, and writing aspirations

👥 Guest : Marie Van Ogtrop on LinkedIn
📌 Host : Brought to you by the UX Writing Hub

📍 Timestamps :
00:00 – Opening quote: “We can impact user outcomes on a grander scale”
01:34 – How UX writing differentiates apps in a crowded market
04:09 – Building content consistency across teams
06:28 – Quality review systems for content
07:40 – The “You are correct” story and improving emotional resonance
10:00 – Copy and business metrics: “Words can move numbers”
11:30 – Educating the market about the value of UX writing
13:11 – Prompt design is writing—writers are natural AI communicators
17:18 – How Duolingo built Copybot , an internal AI-powered product writer
20:00 – Balancing AI tools and human creativity in writing
22:59 – Marie’s writing dreams and childhood story ideas
25:06 – What inspires Marie today as a product writer