How UX Writers choose the words that they’ll use
User experience isn’t just about buttons, icons and forms: UX Writing is essential to bring the words that light the user’s path. Clear words guide them, helpful words explain, and friendly words keep them motivated. There’s also the possibility of exploring further the brand’s voice touch. In the end, great UX Writing turns technology into delightful, human-centered experiences.
But mastering this art requires more than basic principles. We need proven practices like crafting actionable messages and diving deep into user data to find the perfect words that resonate. These techniques let us guide users effortlessly through their journey, ensuring a smooth and satisfying experience. With that in mind, we can connect the UX Writing quality to the second Nielsen Norman Group user experience heuristic that says:
“Match between system and the real world”.
This heuristic reminds us that familiar elements from our daily lives can make interactions intuitive and effortless, borrowing what’s familiar to create mental models, helping users navigate with ease. The same principle applies to UX Writing: when we use familiar language and concepts in microcopy, buttons, calls-to-action, and instructions, we tap into this connection to the real world, making technology approachable and user-friendly.
At first glance, we automatically remember the mimic of what’s real, I mean, the physical world, into the digital realm. Much like in skeuomorphism, a style that was predominant during a long time after the launch of the first operational systems and reappears from time to time as an influence, sometimes subtle and sometimes overt.
A short biography of Instagram to exemplify the match
When Instagram gained popularity, digital cameras were already facing tough competition from phone cameras. These phone cameras didn’t provide the same quality as good digital cameras, often producing blurry, low-resolution images. Instagram saw an opportunity and cleverly transformed those not-so-great phone pictures into captivating square creations. They added vintage vibes and playful filters to make up for the limitations.
At the forefront of this change was a familiar icon: the camera, now enclosed in a distinctive square frame. It was like a friendly nod, assuring users that despite the new format, the core experience of capturing and sharing memories stayed the same. Much like a GPS guiding you through unfamiliar territory. Elements like the camera logo helped bridge the gap between technology and users, making it easier to embrace something new.
Although the camera icon doesn’t exactly reflect the modern shift to smartphone photography — since almost everyone now takes photos with their smartphones — it has become a well-established symbol, closely tied to the Instagram app. This lasting symbol reminds us of an old saying: why change something that’s working well?
The quest for the right words in UX Writing
Now that we’ve explained the second Nielsen UX heuristic, let’s focus on its application to user experience texts — the microcopy, or UX Writing. One fundamental rule is to opt for simple words. Why? Well, it’s about including as many people as possible. This isn’t just fair; it’s also about effectively communicating with a broader audience.
Plain language for inclusion
To begin, consider the most common words in a language. But here’s the catch — it varies in every country. If you’re in the USA, your top 1,000 words might differ from those in Scotland or New Zealand. Even within the same country, such as New York versus Arizona, people can have vastly different vocabularies. This extends to differences between Spanish in South America and Spain, and Brazilian Portuguese versus Portugal. The term “localization” is decisive for successfully researching your geographical slice of users.
Discovering user-specific language
The next step involves finding words your users prefer over synonyms. A UX Writer’s research includes understanding how users communicate — listening to customer support calls (whether in person or anonymized), and taking notes of frequently used words in app store reviews and direct messages to the company. Additionally, explore the vast universe of social media to analyze user behavior and language, aligning with NN/Group’s recommendation:
“The design should speak the users’ language.”
However, it’s not merely about copying their vocabulary. The UX Writer needs to add value to microcopies, ensuring they are clear, concise, non-offensive, and suitable for the broadest audience. It’s crucial to remember that the work of a UX Writer must align with the brand’s personality and voice — the unique touch that sets your brand apart.
Metaphoric use of references
Lastly, don’t underestimate the power of a good metaphor. Utilize real-world references to explain abstract digital concepts, connecting these ideas to users’ everyday experiences. This approach helps users comprehend what the interface is telling, making the journey more accessible.
The science of simplicity, empathy, and customization: making UX Writing magical
Remember, the magic of UX Writing lies in making technology feel familiar and friendly. Keep it simple: use common words, understand regional differences, and listen to how your users talk. Think of clear instructions like a helpful guide, becoming the user’s compass. Don’t forget the brand’s voice — it’s your unique charm! And wisely use relatable metaphors to explain the digital in everyday terms. These steps will light the user’s path (with words), making the technological journey a satisfying experience for everyone.
Curious for more insights? Dive deeper into the world of UX Writing with my latest book, ‘UX Writing Essentials: a simple guide for all’. It’s available for Kindle Unlimited users or can be yours for just $2.99 in e-book format and $14.99 in paperback. I hope you have a good time reading it!
