Today I write short because I have time (exactly, like a good UX writer)

Martín Lanegra
2 min readSep 4, 2020
Hubhult, Malmö IKEA headquarters
Photo Source: https://www.dortemandrup.dk/work/ikea-hubhult-sweden

If you expect a rigorous article about UX writing, content strategy, copywriting or a similar topic. I’m sorry for disappointing you.

I have heard numerous exercises to improve creativity and writing skills. Since I haven’t been able to do them, I am not able to recommend them either. But if there’s one thing I keep doing, it’s playing. So let´s play on my field, with my words.

Maybe I can’t achieve a thing because I play badly. Sometimes the feints make me angry, but it’s fun to ramble and laugh with friends, and to have the illusion of winning something. So, there’s me. I run invoking the ball, with the heart up, the furious shoot, and the disturbed soul. The goal doesn’t happen. I play badly, it is true, but is victory and failure a good game?

Actually, I don’t have time to answer questions or dwell on reflections.

People believe that an ambidextrous can receive the ball from anywhere, at any height. And I think so, too; although I never have the perfect ball control.

I was (and I am) totally immersed in it. In the mania for hitting the ball and fighting, in the whatever game. My enthusiasm for landing the dream job reached unexpected records that day at Hubhult after having fika with prinsesstårta. Pandemiket interrupted me at the right moment in which I nailed the only goal of mine and it was not, the tremendous shoot to the crossbar peaked down from the tube and entered but only I screamed it. Maybe it just was the sugar level of a godis dag. I don’t know.

As always I put the user first, today I have taken the license to play a little, with my own rules. However, I didn’t play for the grandstand. This time, the grandstand, the fans, the players and the users were one. It was me. And I wanted you to enjoy my voice and tone.

Since I have travelled far and wide. Now, I know that I must go (on).

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Martín Lanegra

UX Writer |Content Strategist | Copywriter. Born in Peru, graduated in Argentina, trying to get a job in Sweden!