The power of a word in UX design
Choosing a specific name for a product or service can literally change the entire experience of it.
In order to understand the different experiences and emotions following a name of a product — I researched and analyzed different workout brands. Sports in general, and exercising in particular— is highly trendy, relevant and common, though can be very personal and awkward for people dealing with low body image and insecurity. Word choice and terminology are extremely important in this context, and would likely directly affect the experience of the user and the success of the product.
Considering and choosing terminology, and textual content in a product are usually related to various aspects of it: UX writing, UX design, product design, product management, brand and marketing. All these different teams are very much involved in these kinds of decisions. The use of words is fundamental, and you can find it basically everywhere: the copy of marketing and social media, the titles, action, descriptions, and other content of the product itself, as well as the official website, blog, etc.
As a sports enthusiast and a big fan of exercising via training apps and videos, I noticed the different experience I get from every brand. All these kinds of brands offer more or less the same service and content, mostly various exercise videos, challenges, recipes, tips and self care guidance. The main differences between them are based on branding, overall visual, main persona leading the product, social media influence and community. Following that, the name of the brand and \ or the product is crucial to stand out in this highly saturated market.
I analyzed 3 product I use on a daily basis from the name and terminology perspective, and here are my results:
Grow with Anna
Lead by Anna Engelschall, Grow with Anna is a successful brand including an app, website, youtube channel, Instagram account and an online shop providing a full workout routine, nutrition recommendations and guidance. The founder and main persona leading the brand, Anna, is highly talented and ambitious, providing the full experience in all platforms. The name of her product (brand, app, service, etc) includes the word “grow”, which embraces the urge to grow physically, mentally, and maybe just feel better about your body image and self confidence. I believe the use of the word grow in this context is genius. However, her youtube channels’ name is “growingannanas”, which might be too long and confusing, though it still contains the words “grow” and “Anna”.
My experience from the name- I feel empowered, motivated and ambitious.
Lean with Lilly , Lean Foods
Lead by Lilly Sabri, Lean is a successful brand including an app, website, youtube channel, Instagram account and an online shop offering workout accessories, supplements, food and recipes. The founder and main persona leading the brand, Lilly, is a physiotherapist and a trainor, providing high quality content, both exercises and nutrition guidance to her users and fans. The main name for her brand and various products is “Lean”, which is probably meant to be related to a skinny body, losing weight, feeling slim and attractive. I believe the use of the word lean is old fashioned, reinforces the idea of being slim in order to feel confident, beautiful, attractive, and part of society. I see sports today as part of a wellness and health routine, regardless of how you look, or maybe how you desire to look, as well as a lean body is no longer the only socially accepted one.
My experience from the name- I feel very satisfied with the content, though not so comfortable with the intention of being or becoming slim.
Jess Yoga
Lead by Jessica Richburg, Jess Yoga is a successful yoga brand including an app, youtube channel, Instagram account and a website for blog, retreats, and an online shop for yoga accessories. The founder and main persona leading the brand, Jessica, an inspirational yoga instructor providing high quality content, both exercises and mental guidance and relaxation methods. Actually there are two main names: the youtube channel and website are under her full name, Jessica Richburg, while the app is called “Jess Yoga”. Well, I believe the use of her full name might be too long, also it has nothing to do with yoga, at the same time it could be relevant for a designer’s brand or a hair stylist. The app is amazing, offering a wide range of videos and has a very high ranking! Though, I must point out that the name is regular and generic, it implies the content provided (yoga exercises), but diminishes its uniqueness.
My experience from the name- With Jessica Richburg as a general brand’s name, I’m confused about what it’s offering. With Jess Yoga I feel very oriented about yoga practicing, though maybe not so special about it.
Conclusions and take away
Choosing a name for a brand, product or services can be extra challenging, it’s almost like choosing a name for a baby. Even after hours of research, consulting, brainstorming and decision making — it would be hard to anticipate the effect the name will make on the users, consumers and sales.
By choosing a name always keep in mind the full experience:
- Know your competitors well and try to stand out as much as possible, show your unique point of view.
- Using the term of the specific service you provide, like the word “yoga”, is wonderful to show what you offer, but make sure it’s not too literal and thus expected and boring. As a counter example, “Spotify” has nothing to do with music, though it’s catchy, fun and memorable.
- Be politically correct. Try to assume if the use of some terms can possibly hurt groups of people while being used in different contexts. For example, look up the case of Kim Kardeshian’s successful clothing brand “Skims”, that was originally named as “Kimono” and was changes due to cultural appropriation accusations by the Japanese people.
- Think global. As you would want to be able to travel worldwide and say your name easily, every product or brand should be international as well. Having a hard time reading or pronouncing a name or a term — can obviously change the impact and distribution of a product.
A brand’s or a product’s name — can change the entire experience and impression of it. The next time you think about a new name, keep in mind these tips to ensure the full experience.
References and further information:
- https://growwithanna.com/
- https://leanwithlilly.com/
- https://jessicarichburgyoga.com/
- Kim Kardashian’s branding / The New York Times https://www.nytimes.com/2019/06/27/fashion/kim-kardashian-west-kimono-cultural-appropriation.html
- UX writing workshop master class / ixDF https://www.interaction-design.org/master-classes/ux-writing-how-to-use-words-as-a-design-power-tool
- How to name a product / indeed https://www.indeed.com/career-advice/career-development/product-naming
