17 Tips for Better UX Writing
User experience writing is the practice of crafting user-facing copy which appears within a product’s design and helps users understand how to use the product. The product could be a piece of desktop software, a mobile app or game, or any other digital experience.
A UX writer’s job is to write clear and concise copy and UI text for products and web experiences. UX writing is essential because it facilitates communication between the user and the product. Without that connection, users can become confused by the product and leave it for the competition’s offerings.
Fundamentally, a UX writer (or content designer in some places) helps users understand how a product works and how they can interact with it in a way that is pleasant and simple in order to complete their tasks. If the product is confusing and does not have proper guidance, it creates what’s called “friction”. Friction is anything that makes accomplishing tasks difficult and confuses and frustrates users. This is what makes people give up on a product and search for something better.
Now that we’ve established what UX writing is and what a UX writer’s goal is, let’s take a look at some general tips that can help you create a better user experience for your product.
1. Be concise
Do not confuse “concise” with “limited”; in reality it stands for “efficient.” When writing UI text, use as few words as you can to clearly get the message across and not lose any meaning in the process.
Simplicity should almost be second nature to a UX designer, regardless of whether they are using Sketch or Microsoft Word. Ignore your preference for any specific turns of phrases or your affinity for certain words you would be most likely to see on the SAT and remember the rule of thumb when it comes to UX writing, which is keeping things simple and concise.
Using simple words and common phrases means that your copy will be more readable and easily digestible by your audience, which will result in a more natural experience for them. There are rare occasions where copy should perhaps be embellished a bit, but generally it is a good idea to remember that the simpler your copy is, the better.
A good way to test your copy’s simplicity is by using Hemingway. The app analyses your text and makes suggestion to ensure it is as clear and concise as possible.
e.g. “Log in to comment” instead of “You must log in to be able to comment”
2. Use short blocks of text
When someone is using a product, they are immersed in the work they are doing instead of the UI. As such, they do not read UI text, but instead scan it. Writing short and easily scannable blocks of text will help users stay immersed and be more efficient in the work they are doing.
Try splitting your text into shorter sentences and paragraphs and keep the most important information as high up as you can.
3. Avoid using double negatives
Double negatives increase users’ cognitive loads which makes understanding a message take longer than it should.
e.g. “Do not unsubscribe”
4. Start with the objective
When you’re writing a sentence that describes an objective and what the user needs to do to achieve it, begin the sentence with the objective.
This may seem counterintuitive as far as copywriting is concerned, but remember that we are not talking about regular copywriting, and what would normally work in copywriting might not in UX writing. The reasons for that are that UX writing is focused on the user and their experience.
Where UX writing is concerned, try to write your content with the F-shaped reading pattern in mind. This describes a pattern that has been observed in digital environments, where people follow a certain pattern: after they read the first line, people tend to just scan the rest of the page and skim through the left-hand side of a page.
This is why it’s generally a good idea to place the most important part of a sentence at the beginning, as this ensures people will be more likely to read the essential parts of your content when just skimming through it.
e.g. “For pricing, click here” instead of “Click here for pricing”
5. Be specific with your verbs
Whenever possible, use specific verbs such as “connect” or “save” instead of more generic ones which tend to be less meaningful, such as “configure” or “manage.”
6. Write consistently
Inconsistency can confuse users, which is the last thing you want. An example of inconsistent writing is replacing a word with a synonym in another part of the user interface.
e.g. “scheduling” and “booking”
Another thing you’ll want to avoid is combining forms of address in the same sentence.
e.g. “Select your preferences in Your Account” instead of “Select your preferences in My Account”
7. Avoid using jargon
An essential part of effective UX writing is clarity. This means avoiding any technical terms and using words that users are already familiar with. Error messages in particular should not use jargon.
If the people reading your copy don’t understand what you are communicating to them, then you have failed at your mission.
It’s always a good idea to ask other to review your work, but keep in mind that the people whose feedback you’re asking for aren’t other writers like you. Ideally, you’ll want an average person to look over your writing, and it can be anyone from a friend to your parents. Your goal is to ensure that anyone has an easy time understanding everything you’ve written.
Here are some steps you can take to ensure your copy is as clear as it can be:
· write short sentences and avoid using technical jargon
· if there is a simpler synonym that does the job just as well, use it
· place more emphasis on what the user needs instead of on what the company wants to say
There are of course situations where you can take exception to these suggestions. For example, if you are selling a product or service which belongs to a highly specialized niche and your target audience is narrow and very clearly defined, then catering to them may mean that your copy will not be accessible to everyone else. Keep in mind, however, that even highly specialized topics can also benefit from clarity and simplicity, if for no other reason then simply because it can be a time saver. As such, it’s still a good idea to try and simplify your copy as much as you can.
e.g. “Your username or password are incorrect” instead of “Error #236: Authentication error”
8. Use the present tense
Users expect immediate responses when taking action and will be more accepting of feedback in the present tense.
e.g. “File sent” instead of “File has been sent”
9. Use active voice
Since UX writing is all about clarity and simplicity, passive voice should be avoided.
e.g. “To search for a file, click the Search button” instead of “The search button should be clicked on to search for a file”
10.Use a positive tone
Using language with positive connotations is always preferred as it can induce a cheerful feeling and limit frustration when something isn’t working. Positive language is also more effective at capturing attention and increasing likeability.
There may be some instances where ignoring this rule may have a positive effect, like when it’s done for comic effect, but you have to be careful about doing it to ensure everyone’s in on the joke. Otherwise, it’s safest to just stay positive.
e.g. “Oops” instead of “Error”
11.Use numerals instead of words
Numerals make scanning text quicker and easier.
e.g. “2 new messages” instead of “Two new messages”
12.Don’t give up everything upfront
Users will sometimes require more information on a topic, and you should definitely offer it and make it easily accessible. What you shouldn’t do, however, is present all the information upfront, which can sometimes be overwhelming.
Show them only the most important information upfront or a quick overview of the topic and allow them access to the rest of the information only if they care to read it. This is typically done with a “Learn more” link.
13.Appropriately signal interactive elements
Users don’t like surprises; when they perform an action expecting an outcome, their expectations need to be met. Interactive elements should clearly inform them about what outcome they should expect.
14.Be careful with your use of humor
Humor can make a UI more human and friendly, but as with all aspects of a UI, it should be carefully designed. If users are likely to read a text many times, humor may become annoying over time, especially if it is used in error messages.
Another thing to keep in mind is that not all forms of humor translate well across cultures.
In keeping with our previous point on consistency, also be sure that your use of humor is consistent with your brand and the visual design of the system where your content will be published.
15.Choose language that is consistent with the platform
Not all terms appropriate for desktop software are also applicable to mobile apps. For example, if you are designing a mobile app, you would say “tap” instead of “click.”
At the same time, keep in mind that UX writing is kind of like designing, but with words. This means that your copy appears on the same screen as different fonts, photos, graphics, buttons, and so on. As such, we come to the conclusion that UX copy needs to be contextually appropriate. This means that if you want it to fit well alongside other design elements, simply writing the content down in a document and sending it to someone else to implement in the design may not be enough.
Writers need to work alongside designers to ensure that their copy is properly implemented in the product’s visual design, or you risk creating a somewhat jarring and inconsistent experience for your users.
As an aside, consistency is not only good for writing and design, but it should be applied throughout the entire company and reflected not just in microcopy, but also in social media posts, newsletters, website copy, and so on.
16.Simplify dates
People don’t use specific dates when they are referring to the day before or after the present day. For example, instead of saying “your meeting is scheduled for June 19 at 2PM,” say “your meeting is scheduled for tomorrow at 2PM.”
17.Use graphics for better communication
People are visual creatures and are very adept at interpreting visual information. An example of using images to better communicate with your users is when they are expected to enter their credit card’s CVV code and they can hover over or tap a question mark icon next to the corresponding field which shows them the back of a generic credit card with the location of the requested code circled out.
Final thoughts
The copy on a site or app is one of the most important aspects of its design. On an ecommerce website, for example, the copy is critical for conversions, establishing the brand’s consistent tone and voice, and just improving the overall user experience. Just one word can make a huge difference. This is where UX writing comes in in an attempt to optimize UI copy and guide users within a system, helping them interact with it. This can include the words on a product page, microcopy on CTA buttons, forms, error messages, and more.
As more companies understand how important the words on their website are and how much they can influence their success, UX writing is becoming more and more crucial to the UX design process.
Effective UX writing can require some time and effort but improving your users’ experience is definitely worth it. Everything you write in your product is a conversation with your users, so you want to make sure it is as efficient and pleasant as possible.
