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#Communication
ux writing writing for user experience
When we speak of UXWriting we mean the writing technique that is applied in the design of texts for websiteinterfaces, applications and digital services.
There is a specific figure who deals with this activity: the UX Writer.
Basically, his task is to give a voice to buttons, CTAs, 404 pages and all those texts defined as ‘microcopy’. His mission? To improve users’browsing experience by providing them with all the answers they are looking for.
In the collective imagination the UX Writer is nothing more than a Copywriter with a strong ability to summarise, nothing could be more wrong. UX Writer and Copywriter are only united by a strong love of words, but the activities they perform are different.
(Credits: Mysocialweb)
Galactic Guide for Successful UX Writers: Serena Giust’s manifesto
Serena Giust, author of ‘UX Writing, macro-impact micro-texts‘ has drawn up a sort of manifesto, a set of rules to follow in order to write effective micro-texts that meet the user’s needs in a clear and comprehensive manner.
We have selected a few that we consider fundamental:
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Texts must be clear: generally texts written from a UX perspective must get straight to the point, it is not enough for them to be ‘honest’ but they must be clear and focused. The user must not be put in the position of having to re-read to understand the message.
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Texts must be concise: in a society where we are overwhelmed by commitments and deadlines, every single minute of our time becomes crucial. This social context must be kept in mind when writing texts for a web page because Internet users are jealous of their time and, for this reason, it is necessary to reduce comprehension time by trying to convey the message in as few words as possible.
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Texts must guide the user: to every action a consequence . The UX Writer must always be able to provide the user with a valid alternative. If someone browsing a site makes the mistake of entering the wrong password, the interface must tell him of the error and provide an alternative, a path to take to correct the misunderstanding and find what he is looking for.
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Texts must be consistent: textual consistency must be maintained throughout the interface. Once tone, register and form have been selected, they must be maintained throughout the platform.
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Texts must speak:whenever possible, if the Tone of Voice of the brand allows it, texts must address the user in an informal manner, avoiding the use of “Lei” in a newsletter or CTA.
From theory to practice: examples of effective UX Writing
Let us assume that all our actions are taken on the basis of psychological principles that drive us to adopt a certain behaviour. Aware of this, the UX Writer must be able to perceive the psychological principle that moves the user, understand the need and design texts that, in some way, provide a positive response to the need.
We have outlined three recurring needs that the user often demonstrates and that can be satisfied through precise, timely and targeted UX Writing.
The user, when performing an action or when navigating a website, needs to:
– Be reassured
– Be convinced
– To be entertained
Reassure: the empathy of Mailchimp
When users are about to take an important action, they need to be reassured about what is happening.
Mailchimp, a well-known email sending and management platform, knows very well the emotions that overwhelm a user when he has to send a newsletter to a contact list, even more so if he is an anxious subject. In this case what the user needs is to be reassured. Mailchimp, through its microcopies, clearly explains the consequence of the action in an informal and optimistic tone. An example is the confirmation message it provides just before sending: ‘This is it, it’s your moment of glory, you’re about to send an email to tot. people’. By communicating in this way, the platform shows strong empathy towards the user and tries to give him maximum support through words.
(Credits: uxplanet.org)
CONVINCING: Booking and social proof
Imagine being on an e-commerce platform to buy a product and having to choose between two variants: one with no reviews and one with 400 reviews, almost all of them positive. Which product would you buy?
The answer is quite simple: most of you would choose the second option.
It has been widely proven that people are more likely to buy a product or service when they see that other people have made the same choice as them. That is why, when designing the text of an e-commerce or booking portal, this factor must be kept absolutely in mind.Booking, an online holiday accommodation booking portal, uses the technique of social proof systematically, showing the user that other people have considered the same hotel room, making explicit the rating given to the accommodation by other users, or informing the visitor that there are only a few rooms left available in that establishment.
(Credits: Booking.com)
FUN: the 404 page as an opportunity
Error messages (e.g. page 404) can create annoyance and disorientate the user who, not finding an answer to his needs, may quickly abandon the page. What to do in such cases? An excellent strategy is to entertain the user with original and entertaining content that can alleviate the feeling of disorientation and, at the same time, redirect the visitor to other pages.
Bluegg, a Welsh branding and web design agency, constructed an irreverent and comprehensive 404 page. Besides providing a clear alternative to its users by inviting them to return to the home page, it tries to lighten the situation by proposing a video of a goat screaming like a human being.
(Credits: DigitalGuide)
OK, now you are ready to write talking texts and win the hearts of Internet users. If, on the other hand, you are a die-hard procrastinator, we recommend watching the video of the screaming goat– you won’t regret it.
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