How a glossary can change your product
Imagine you drive up to an intersection and you see a big red sign with 8 sides that says “hold.” You’re used to seeing a sign that says “stop.” You might sit there for a minute, try to figure out what it means, then eventually continue through the intersection. Now imagine millions of drivers going through that same intersection. Inconsistent, unclear language can cause confusion and frustration.
Simple, recognizable language matters for many reasons and can be the difference between a user choosing Uber over Lyft, Tinder over Hinge, or FanDuel over…well, there’s only ONE FanDuel.
We created a glossary for one reason — to consistently use language in our products that people understand and trust, whether it’s within different parts of a single app, or when moving from one of our products to another.
But who cares if you’re using the right words? As long as you’re providing a well-engineered product that’s heavily marketed and gives value to a customer, you should be fine. Right?
Here’s why language matters:
Consistency creates happiness
People don’t use products for tough challenges that cause headaches. They want to quickly and easily complete a task (and maybe even have some fun while doing it). Recognizable and clear product language helps with this.
If we refer to a “roster” on one screen then “lineup” on the next, this may cause someone to pause. Or if we tell a person to go to the “home screen” when we’ve called it the “lobby” elsewhere, they may not know where to go. Confusing language is difficult enough, but especially for users who are new to something like daily fantasy sports or sports betting.
A person who needs to pause and think about what they’re doing and where they’re going in a product isn’t going to be a happy person for long. Simple, consistent language minimizes frustration and helps someone get from point A to point B.
Consistency builds trust
People trust us with their information, money, and time. When a person sees common language in a product, they know what to expect. Just like I can expect that every year my mom will get me four pairs of socks for Christmas, whether I asked for them or not, consistency allows people to trust the outcome.
Imagine going into your banking app and seeing “deposits” also being referred to as “money added” and “transferred money.” You’d not only be confused, but probably start thinking about finding a new bank. A familiar and clear experience gives people greater trust in your product. And a person that trusts your product is one that will stick around.
But don’t forget that language isn’t as trustworthy if it sounds like a machine is talking to you. People trust other people. Let the user know there is a person behind that beautiful app by using simple, conversational words and phrases.
Consistency makes our jobs easier
All is fine and dandy when you’re working by yourself and referring to things in different ways within your prototypes and mocks. But when working with different people on multiple teams, consistency can prevent a lot of headaches.
Standardized terminology makes internal conversations easier, cuts down on a lot of back and forth between team members, and makes writing and design more intuitive for all teams. An ideal situation is one in which you can align your internal language with your user-facing terminology.
We love our users, but let’s not forget about maintaining internal happiness and sanity. Treat yourself.
Consistency helps build a relationship
When discussing a company’s brand, most people automatically think of marketing campaigns and advertisements. But UI copy is just as much a part of a brand as company colors, fonts, jingles, and logos.
Using recognizable language that people identify with helps create a more personal connection to your brand. Over time, the more they interact with your product, the more it feels like an effortless conversation with an old friend.
Your word glossary should be a living document. As user flows change, new research is gathered, and brands evolve, your glossary will need to adapt. But it’s only a piece of the larger puzzle. When paired with consistent design, a thoughtful voice and tone guide, and aligned with marketing terminology, you’ll create a product and brand that people will want to keep coming back to.
Check out the FanDuel glossary and see what all the excitement’s about.
