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

Writers in Tech

💬 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