Five nifty tricks to add narrative to your UX copy

In UX writing, functionality is king, and brevity queen. That’s why many say there’s no room for storytelling in microcopy. However, they couldn’t be more mistaken. While it’s true that functional copy is the linchpin of a smooth digital user experience, expectational UX writing distinguishes itself with feeling and tone. And these elements are best conveyed through narrative.

As the Dalai Lama always said,
We’ve been telling stories since the dawn of mankind. They provoke curiosity and inspire action. A good story makes us feel good by satisfying our senses. And it doesn’t even always have to be innovative or surprising. Disney movies for example have followed a tried and true pattern over decades — but their stories remain wildly imaginative and successful.

Keep it short
UX writing is concise writing by definition. And microcopy is the UX writer’s weapon of choice: short and decisive diction guiding the user through their digital experience.

It’s about getting the most out of the limited space given. However, microcopy still allows for sufficient room to tell a story. We’ll show you how.

That you don’t need a lot of words to write a story is something Ernest Hemingway proved a long time ago. The story goes like this: the American writer won a bet to write a story in six words. He penned down what came to be world’s most famous six-word story. Short and simple, but a story none the less. Imaginative, filled with drama, and a convincing plot.

1. Make your user the star of the show
When out to create a relationship with your user, empathy is essential. So, make a main character out of your user or pick a protagonist they can relate to. This helps to create recognition. Walk in the shoes of your user, anticipate their potential issues and always show you understand them. Do this by experimenting with short, relatable sentences. Such as:

We’ve all been there
We know what you’re thinking

However, like many things in life, don’t take it too far. When you constantly try to anticipate your user’s needs and fill in their feelings for them you run the risk of creating distance and frustration. As a UX writer your job is to create a digital experience which is easy, effective, and fun to navigate. When in doubt test your microcopy with a friend or colleague to make sure it’s as smooth as it should be.

“It’s April 1945. Evert leaves on foot for the Veluwe.” Let it be clear: this is the story of Evert, an experience of Dutch telecom giant KPN. It aims at bringing this story into the world of today (YouTube & Instagram) to help the user connect. A clever twist on classic storytelling.

By presenting a possible future scenario to the user, you start creating a story with that same user as the protagonist, just like Dropbox is doing. It’s all about you. In just 7 quests you learn how to maximize your Dropbox experience. You’ve already finished 2 of them, just 3 more to go in order to get that bonus. 250 extra MB storage space, winning!

2. Provoke curiosity by asking questions
Narrative text makes the user want to keep reading. An easy way to add a narrative element to your UX is by simply asking a question. After reading the question, your user will be itching to keep reading and find out the answer. It’s the way our brain works, use it to your advantage.

Don’t just ask a question for the sake of it though. Consider if it makes sense for the user and where they are in the flow. Finally, think about where to ask your question to maximize its value. A few examples:

What does this mean for you?
Can I be straight with you?
But what can you do with it?

‘Time to try something new?’ Busy times for food delivery service Foodora, so they advise you to try something new through a subtle question. Notice where the question can be found. Not just anywhere, since it’s clearly designed to trigger curiosity. And it’s thoughtful too! Foodora helps you to make a decision.

3. Hold back information
As old as time, but still madly popular: the cliffhanger. Keeps you glued to your screen, turning pages, and feverish for next week’s episode.

Cliffhangers are effective in UX writing as well. Withhold (some) information the user can only get to if they keep reading. This leads to the ‘Zeigarnik effect’ — the unfulfilled sensation when a task is left incomplete. Like an unfinished game or movie. It keeps bugging you until you complete it. Use this by encouraging the user to keep reading.

An effective cliffhanger in UX writing comes at the time the user has a question. Once again, you anticipate their needs and offer the solution. This time it just comes a bit later. A few examples:

You won’t believe what happens next
Keep reading to find out
No worries, we’ve got you covered

Just be sure to always fulfil the promises made to your user, and don’t tease them for too long. This can cause frustration and users to flat out exit.

Another example from KPN experience Evert45. The author tells you a story and wants to take you along for the ride. ‘Ours was no exception’, three words, subtle yet strangely addictive. There is a story taking place in the background. Surely you want to read the entire family history?

4. Mighty metaphors
Rhetoric devices like metaphors are great to spice up your text. Nobody likes overly technical texts filled with jargon, especially in microcopy. To keep the attention of your user you need to relate the text to their world. An easy way to do this is by making a comparison. And what better way to make a comparison than to use a metaphor? Figurative speech stimulates the reader’s senses and is therefore a powerful to convey your message. Metaphors make your text feel intuitive and make it easier for your user to follow your story.

A long, and technical, story short. Bed, Bath and Beyond saves you the boring tale of what went wrong.

5. Take a break
Keep your user hooked with linking phrases. They add a narrative element to your text and entice to keep reading. Read your text aloud once it’s done and try to add a few linking phrases.

Be mindful of the frequency and location of your linking phrases. Putting one between two sentences can mess up the rhythm of your text. And decreasing fluency is never something you want to do. Alternate between short and long sentences to create flow and rhythm. Consequently, your text will become more conversational and human — win win.

But there’s more
Wait for it
Here’s the kicker

Watch and learn. Headspace knows everything about the importance of taking a break, and it shows in their copy. See how the text takes a breather after ‘approach’? It makes you want to keep reading to learn more about this method. But there’s more. Experiencing blissful sleep is only possible with a monthly subscription. Small price to pay, right?

Up to you now! Good luck with experimenting :)

Translated by Matteo Sabbatini & Koen Schaaphok