UX Writing
UX writing focuses on the user-centered design of texts. As an integral part of a comprehensive content strategy and the user-centered design process, UX writing has a significant impact on the user experience of your product.
What’s UX writing and why is it so important?
The principles of UX writing ensure that all texts within a product are clear and helpful. This enhances the usability of any interface containing text. Additionally, content creators are involved early in the process and are made aware of user needs. This results in content which is aligned with both brand goals and user needs, contributing to the overall user experience. Examples of UX writing are:
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Descriptive headlines
Users should be able to skim through and know in advance what to expect in a section.
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Button labels
Users understand where they progress in the process and what exactly their next step is.
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Clear text structure
Instead of running texts that are difficult to grasp, information is structured in easily digestible lists.
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Target audience language
Jargon is avoided. Instead, the product uses the same vocabulary as its users.
What’s the difference between UX writing and copywriting?
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Copywriting
Promotional texts. Crafted in the brand’s language, persuasive, creative, and engaging.
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UX Writing
User-centered texts. Crafted in the target audience’s language, clear, understandable, and helpful.
In copywriting, brand voice and persuasive arguments are crafted into texts as creatively and interestingly as possible. While these aspects also play a role in UX writing, the focus is clearly on users and their needs and problems: UX writing aims to provide clarity, transparency, and assistance.
Dos and don’ts
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DO: Precise phrases
“Download now”
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DON’T: Unclear phrases
“Click here”
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DO: Site-wide consistency
Everywhere, it’s called “password”.
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DON’T: Inconsistent terms
Depending on the page, “password” is called: “passcode”, “PIN”, “security ID”.
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DO: Speak the users’ language
“Log in here.”
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DON’T: Use Jargon
“Authenticate yourself.”
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DO: Be empathetic
“Unfortunately, an error has occurred. We apologize for the inconvenience.”
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DON’T: Inappropriate emotions
“An error has occurred, how did you manage that?”
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DO: Keep it short and structured
“Benefits of a customer account:
- Create your own lists
- Save content
- Connect with friends
Register now”
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DON’T: Long continuous paragraphs
“To fully utilize our great features, such as creating your own lists, saving content, and connecting with friends, create a personal customer account today.”
How can UX writing be considered in the UCD process?
UX writing should be firmly integrated into the user-centered design process from the beginning. Instead of using “Lorem Ipsum” (placeholder text), realistic versions of headings, buttons, and explanatory texts should be available early on. This is because, like all other elements of a concept - such as information architecture, user guidance, or color design - texts should also be tested for user-friendliness during user research. Therefore, UX writing is represented in each of the four building blocks of the design process:
What language do the users speak? What is their context and prior knowledge? What tasks do they approach you with, and how would they describe these tasks? A content audit or a fundamental analysis of the site structure can also be relevant topics here.
In workshops with stakeholders, content creators, and UX professionals, we collaboratively create engaging content that supports and benefits users. This way, the existing brand language is aligned with and further developed according to UX writing requirements.
When designing initial concepts, placeholder text is avoided, and realistic content is immediately incorporated at all points. The main menu contains realistic items, and explanatory texts are found behind every “info-i”. Blueprints for creating new content are developed.
Since the concepts already contain real copy, it can be thoroughly tested with users. Depending on the content’s scope (from microcopy on a button to a complete user manual), the testing process can be adjusted to meet the specific requirements of text evaluation.
How can we support you?
We work with you to develop a UX writing strategy. Depending on where you are in the UCD process, we conduct workshops with you (and your content creators) or consider UX writing in research activities. Within the context of a UCD project, we can integrate UX writing as part of the conceptual work, creating a comprehensive solution for your product.
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