I know this might sound counterintuitive. After all, “too many cooks in the kitchen” and whatnot. But when it comes to the text we ship in our digital products, more opinions don’t just help; they’re essential.

The words in our products are one of our most powerful tools to create experiences that convert, educate, and personalize. In other words, product text isn’t just important... it’s mission-critical.

But, even though many of us know that, product text often gets sidelined in the product development process.

• Designers create layouts without fully understanding content constraints.
• Writers have to shoehorn content into designs that weren’t made with words in mind.
• Endless revisions ensue, wasting valuable time.

This leaves content designers struggling to keep up in the first place, let alone facilitate input from all stakeholders.

The truth is, so many different teams care about product text, we just care about it for different reasons. Product text is never created in isolation. It exists within an ecosystem of different teams, each bringing their own expertise to the table:

• Product managers aim to minimize friction in the user journey.
• Designers focus on readability, flow, and hierarchy.
• Accessibility experts ensure usability for all users.
• Legal teams check for compliance, clarity, and risk mitigation.
• Marketing teams craft messaging that resonates and sells.

And the list goes on. Every team brings a unique perspective on what product text should accomplish, and if these voices aren’t considered, product text can feel disjointed or fail to d its job. But when we do (begrudgingly) bring these stakeholders in, feedback is… painful. Because most copy management processes don’t make room for collaboration.

It’s like trying to bake a cake with everyone adding ingredients at different times. The final result might be edible, but it’s unlikely to be great.

The solution: A system to make content collaboration second-nature

The key is to build collaboration into the process—not as a last-minute review step, but as an essential part of the workflow. That’s why we created Ditto.

With Ditto, collaborating on product text becomes second nature:

• Single source of truth: Maintain consistency across product experiences by centralizing all text, making updates across multiple surfaces effortless.
• In-context notes, comments & @-mentions: Comment directly on specific pieces of text, leave notes with rationale and explanations, tag team members for feedback, and track discussions in one place.
• Version control & status tracking: Keep a record of all changes, manage approvals, and ensure that every update is visible and trackable.
• Seamless integration where designers & developers work: Review product text in design context without cluttering Figma files, and notify developers instantly when text is finalized and ready to ship.
• Flexible roles & permissions: Assign different roles—such as contributors, reviewers, and approvers—so each stakeholder can participate meaningfully without unnecessary bottlenecks.

By making content collaboration intuitive and structured, Ditto helps teams work together to produce product text that is clear, compliant, and user-focused—without the headache.

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When content matters to all of us, and we all have the opportunity to improve it in our own ways, the end user benefits. Jane at Roxboro Design said it best:

“In the end, words on a page or in a service or in a print source don’t belong to any of us. They belong to our users—the people who need them in order to get their new passport, or book their train travel, or find out about the healthcare they need, or whatever it is they’ve come to our digital space to do.”

Great product text isn’t owned by a single team—it’s the result of thoughtful collaboration across disciplines. By embracing more opinions, not less, we can create content that truly serves our users, and ship better product text, faster (and maybe even with a smile).

Looking for tips on how to involve non-writers in the process? Check out these three tips from Maggie Kornaev, UX Writer at Wix, to see how she does it.