Designing content
133: Bad copy is ruining your designs.
When working as a product designer in a team, I frequently take on the position of UX writer or content designer.
We, designers, provide a way for customers to communicate with a product when we create an interface. And words are as important as, if not more important than, icons, colors, or typography.
Creating decent interfaces requires thinking about copy as part of the design process. While the copy in your designs may not be final, it should provide context and direction.
Designing content
You could be an excellent blogger or novelist while being a lousy UX writer. Most people don't know how to communicate with users since they don't know what "users" are.
Users are not prospects or people who marketing is attempting to attract. Users are already trying to do something with your product. Remember this when writing copy, and imagine yourself in their shoes.
Good writing rules
Clear: I can understand even if I'm not an expert
Short: it focuses on what matters now
Aware: it takes my current situation into account
Helpful: it helps me with my goal
Honest: it's not trying to trick me into something
Spoken: the interface is having a conversation with me
Who are you talking to?
If your product is an enterprise product, a gaming community, or a medical platform, it will not "speak" in the same way.
The rules you establish for one product may differ from the ones for another. While you may have your writing style, remember that UX writing is the product speaking. Not you.
Find the product's voice
Research how products with similar audiences "speak"
Create personas to help write copy that works for the users
Inventory existing copy
An inventory will give you an idea of the current tone of voice. It will also assist you in identifying off-brand copy.
Make it clear
Even if they don't read every word, good content should assist users immediately in understanding what they can accomplish and how.
Don't expect people to grasp technical terminology, acronyms... or even your jokes.
Being understood is more important than sounding smart or funny.
Keep it simple
Use plain language
If a technical term is required, explain it
Avoid idioms, jargon, and acronyms
Remove unnecessary words
Words in interfaces are intended for interaction, similar to a conversation between a product and its users. You can test the copy by reading it aloud to see if it sounds natural. If it feels more like a speech than a dialogue, make improvements.
Aware and useful
Designers are best positioned to write copy in the lack of UX writers. You understand the problems the design attempts to answer, and you are present in the context.
When you build an error state, you know the user is in a bad situation. The copy should understand the current condition.
Adapt to the situation
What are the users trying to do?
What do they need to know?
What information isn't needed right now?
If the situation requires reassurance, what can be said?
True and accurate
It is not the purpose of UX copy to promote something. It must be correct and complete. The text on an interface is not intended to brag about how "awesome" your product is, how "life-changing" your service is, or how "great" this new feature is.
Copy checklist
Can it be shorter?
Are there adjectives or modifiers? (amazing, game-changer)
Is the copy talking about you? (our company, our users)
Is the copy trying to tell users how to feel? (Happy, excited)
You should revise your copy if you answered "yes" to any of these questions.
Your interface's voice
When you speak, you have a distinct style and voice. When you write product copy, you give it a voice. Is the interface speaking in American or British English? What are the rules for exclamation points? In UI elements, do you use sentence or title casing?
You can use guidelines to develop a voice and a unified user experience.
Develop and follow guidelines
Create rules on how to write
Create a product vocabulary and stick to it
Define a tone of voice
Atlassian has a great example of content guidelines.
UX content can be tested as well. Simple A/B tests can help you determine which words or sentences work best. During user interviews, focusing on text can assist in discovering pain spots and learning what vocabulary users naturally use.
Test the text
Test copy during user interviews
Run A/B tests to make data-driven decisions
Update the guidelines with your learnings
TL;DR
Design with words in mind: As a product designer, you probably already create copy when you design. Consider text to be a design element.
Write for users: Text can influence product comprehension, success, and trust. Always keep the end user in mind.
Text should be plain and straightforward, with no technical jargon or acronyms. It should assist users in rapidly understanding what they can and cannot accomplish.
True and accurate: UX copy is about telling rather than selling. Avoid using needless words, and don't tell users how they should feel.
Guidelines can help to create a consistent voice, but the text is never fixed in stone and can constantly be tested and refined.