Case study - Automattic Design
Wordmattic
Wordmattic is a Figma plugin that helps you generate UX writing ideas without breaking your flow. No context switching. No extra prompting. Just select a text frame and ask for suggestions. I designed and coded it to support how we work at Automattic.
Write as you design
Placeholder text is a design smell. It signals we haven’t thought enough about the flow or what the design is meant to do. At Automattic, we avoid it. We follow a principle called “write as you design.” Words are interface elements, just like layout or color. But they need iteration too. Exploring tone or clarity meant switching tools and breaking focus. We needed a faster way to improve copy right inside Figma.
The plugin adapts to all Figma environments using native components, ensuring it feels seamless in both light and dark mode.
Explore without loosing context
I built Wordmattic as a native plugin. One click gives ten suggestions. Shorter, friendlier, or clearer. You can set the tone or wordcount. It helps us explore ideas without leaving the file. We use it from first drafts to final reviews. It works like any other tool in our stack.
A core tool shared with the community
Wordmattic is now part of our everyday work, available to the entire design org. It helps us improve copy early, without stalling. It was featured on Sidebar.io and shared in our design.blog to highlight how Automattic treats language as design. It’s now available to the broader design community on Figma, showing our commitment to thoughtful, human-centered tools.