Designing with words
You know the words you see on websites, apps and digital products? All the Next buttons, Read this labels and Well done! affirmations? At BB, there’s a small writing team dedicated to carefully select words and weave them into content for prominent services such as Vipps, Dr.Dropin and Samsolgt.
It’s called UX writing, or microcopy, and is considered a fairly new discipline.
Although writing for UX is as old as the Internet itself, the words have often been left for designers or developers to craft — people that don’t have language as their field of expertise. Now that more and more companies are realising the power of the written word on digital platforms, UX writing is at the exciting stage where we get to define, develop and design the role of text in tech.
First thing first
Language has evolved in order for people to understand each other. In the absence of body language and other social constructs, the written word helps us decode meaning and understand the world around us. A UX writer’s mission is just that — to help our users extract meaning from their digital surroundings, and that is why UX writers have to work closely together with developers and designers in order to communicate a coherent expression of a product’s character. Together, we build communities and identity, and provide meaning and guidance within those communities.
Language as design
The way we see it at BB, UX copy is an extension of design. We are basically all designers, or content strategists. Whether you write code, design components or make brand identities, you are creating content that will eventually reach our users. The words you see on your screen might be the final piece of the puzzle, but it cannot work without fitting in with the general information and aesthetic of the picture. Subliminally, the design, flow and environment of the written language is equally as important as the text itself. And if the flow is telling you that the onboarding is done before the text confirms it — well — then our users will become frustrated. As equal content creators, we have to work together as a symbiotic organism, and aim to include UX writers in projects from the start.
Our main task as UX writers is to know who we’re writing for, and how to communicate effectively and clearly with them. We have to know every little detail of the product, and more importantly — our users. At the start of each project, we deep-dive into the product’s market and its target audience. We ask questions about their background, the language they use, and the difficulties or hindrances that might occur during their interaction with the service. Based on what we learn from research, we develop a tone and a voice for the brand, and a content style guide for the product. These tools are based on user needs, the brand identity and the technical requirements of the app functionality.
Naturally, the style guides will differ for every project, depending on the product itself, when it will be used and by whom. The process of selling your first apartment with Samsolgt is a very different experience than booking a medical appointment for your sick child with Dr.Dropin. That is why those scenarios — and the digital services created for them — need different tones, styles and appearances. Every project has its own flow of things, and every product should find its unique voice — both visually and pronounced. The language is sewn into the fabric of the services we make — it doesn’t compete with it, or merely describe it. Every word and phrasing is a conscious choice.
So, why is it important to have a designated UX writer?
Language is infinitely tricky as we don’t all speak the same languages, lead similar lives or have similar experiences with the world. We do our best to craft our writing with care and regard to the fact that we don’t all have the same abilities, references, or even the same internal language of communication. All good microcopy starts with getting to know our audience and asking what motivation they have for using the service or product.
These insights, in addition to many others, give us an understanding of the many individuals we are writing for, and — if done with curiosity and care, form the base for constructing inclusive and clear communication. Some designers and developers skillfully consider these things, but it will inherently take away the focus of what they are actually working on. That is why we see a definitive need for dedicated UX writers.
But back to those little words…
UX writers thrive on context, and our job is to untangle the messy web of user insight, strategy and functionality. We have to merge all these important pieces of information into simple labels and sentences that the user ideally doesn’t even notice. If we have done our job well, the text will appear effortless, and even obvious — it will get you where you’re going without giving it too much thought.
Having this pragmatic approach to the wonderful world of language sure feels good when you see your text helping the users the way you imagined. If your audience actually feels included and guided, without hiccups along the way — that’s where you want to be.
As you can see, there are a million things that go into the process of writing the small excerpts of text in the digital services you use every day. The writing itself is a relatively small part of the work we do — the challenge lies in decoding everything that goes into creating a good user experience. In a way, we are trying to figure out the common denominators of the human psyche, while leaving room for our inherent differences. Not to manipulate or to sell you useless products, but to enhance communication and make our digital lives a little more inclusive and friendly. Think about that the next time you press Read and sign.
Resources → yes, here is a long list of great things
- The Content Rookie podcast
- Design for Cognitive Bias — David Dylan Thomas’ book and podcast
- Great UX Writers Follow the Data — Input Doc podcast episode
- WRITERS IN TECH — Yuval Keshtcher’s podcast
- The all-in-one guide to high-converting CTA buttons by The Mobile Spoon
- Seriously, you need to start documenting your UX work by Sarah Doody
- Voice, Tone and Content Guides
- The Slack community UX + Content
- What not to do: Dark patterns
- What’s the role of language when designing an inclusive experience? by Gladys Diandoki
- UX Writing Checklist: Content Heuristics for Designers by Bobbie Wood
