What is UX writing and why is it important?
Written texts are an essential part of the user’s interaction with a digital product. They are the link between the human brain and the electronic device. The art and science of creating that link is called UX writing. Read on to find out more about UX writing - what it is and how to tell good writing from bad.
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What is UX writing?
When we think about user experience (UX), we usually imagine good wireframes or user flows. However, UX contains hidden elements that influence the overall experience users receive from digital products. An example of such elements are all the words that the user sees and needs to read when using the product. The art of making that interaction a good one is called UX writing.
What is UX writing? It is the process of creating the words that form part of the user experience. It’s part of every interaction and functionality that involves text (content), such as:
- titles,
- buttons,
- labels,
- instructions,
- descriptions,
- notifications,
- warnings,
- controls that people see.
UX writing appears in every flow in the product, including the first usage of the application, and setting up processes. Its main purpose is to guide users, identifying the next step and what action needs to be taken. It’s a practical example of an approach called “don’t make me think” - as introduced in the bible of web usability: “Don’t Make Me Think” by Steve Krug. UX writing uses this approach and guides the user to the proper next step.
The goal of UX writing
The main goal of UX writing is to deliver a positive user experience via the copy (content) users read when using the digital product. Do you remember those annoying errors from the old Windows system, saying: “Error occurs” or “Process failed” with no explanation, description or guidance for the next steps? Every one of us can recall frustration and feeling of being lost in this situation, especially when we were just about to complete a report or a presentation.
UX writing takes care of the user’s understanding of what is happening, but also for their emotions and feelings in the process. Even in situations like unexpected errors it’s important that the user has a positive feeling about the digital product. We can also point out the strategic goals of UX writing, which include:
- Business goals: company goals related to the overall experience
- User needs: aims of the target group having the experience
Good UX writing should address these two goals and answer both of them.
Case study - why a great user experience is impossible without good copy
For specific users, some words will feel more natural or be easier to understand than others. The understanding is necessary for the user who wants to take the next step in using the product. Users can sometimes get stuck in the flow of the product, not knowing what the next action should be. In the worst case scenario the user can end the flow and stop using the product.
That’s why testing is an important part of the UX writing process. It can confirm that the experience is effortless for the target audience and not just for the development team, stakeholders or designers.
When creating landing pages for a specific audience from the environment industry, we came across a similar problem. The user interface (UI) was created, and before we launched the first iteration, we decided to conduct a usability test. We wanted to interact with potential customers to check the level of overall usability and quality of experience. And so, we were provided with four test users.
Our tests showed that some words were incomprehensible to the users. The target audience didn’t understand the meaning of the words used to present the offer. For example, they didn’t understand the names of the services that the product was offering, so none of these services were being used. Also, our test users weren’t sure what to do to find information about the specific service that they were looking for.
These were some serious problems that could determine whether the product would be a market success or failure. Once the tests were complete, our team took action and began working on small usability improvements - mostly relating to UX writing. Adjusting the words helped to better guide users through the flow of the landing page.
Good UX writing practices
A comprehensive list of best UX writing practices would be really long, but in this article we will focus on the most important:
- Be concise. Get straight to the point. Express the information in a concise way.
- Simplicity is ekey. Text should be simple and direct to allow the user to take the action. Avoid words like “must, should, have to”. Instead, just explain the action.
- Language. Use words that are easy to understand. Make sure to use ones that are common in the user’s native language . In some cases, wording needs to be precise when it’s used by a specific target group (domain language)
- Decide on a point of view (first person or second person). Stick to one set of pronouns - don’t mix it up. Decide whether in conversation with the user it would be more appropriate to use “your” or “my” (your order vs. my order)
- Tense. Use the present simple as much as possible. Use it in short messages, banners, error reports; e.g. “order sent” instead of “the order has been sent”.
- Numbers are not only for math. Use digits instead of words. They are more eye-catching and more visible at first glance.
- Punctuation is good in moderation. Avoid punctuation when it’s not needed and in short texts.
- Structure the content. Apply the “don’t make me think” approach and be precise about the goal of the information and the next user action. You should describe the goal first, and the action second.
- Speak to the user with a single voice - keep it consistent. Don’t use different words for the same action. Keep it consistent and users will quickly understand the actions needed.
These are only the basic UX writing rules & practices that any good UX designer should follow. Unlike any other rules, following them is a source of freedom: they set the user free from badly designed products.
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