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Bring out your inner UX Writer
Rachael Mullins
@rachaelamullins
The words in the interface
ButtonsLabelsNavigationTitlesHelp textLinksNotificationsCalls to actionPlaceholdersErrorsEmails
… and more
“Design in the absence of contentis not design, it's decoration.”
Jeffrey Zeldman
Product
How it worksInteraction design
How it looksVisual design
What it saysContent design
Skyscanner
Hire a pro
A dedicated UX Writer will:
● Be your resident language expert
● Know how to tell your story
● Define the voice of the product
● Make sure voice is consistent across touchpoints
● Set language standards
● Be a natural user advocate
Use the resources you’ve got
Is one of these writerly types already right under your nose?
● Technical writers excel at clear, concise and helpful content
● Support writers have a direct line to users and speak their language
● Marketing copywriters know how to write to persuade
Make every word earn its place
● Edit ruthlessly
● Go for short words over long ones
● Pack in the info
● Include only what’s relevant right now
Make every word earn its place
● Edit ruthlessly
● Go for short words over long ones
● Pack in the info
● Include only what’s relevant right now
We apologise for any inconvenience caused
We’re sorry
Make every word earn its place
● Edit ruthlessly
● Go for short words over long ones
● Pack in the info
● Include only what’s relevant right now
Make every word earn its place
● Edit ruthlessly
● Go for short words over long ones
● Pack in the info
● Include only what’s relevant right now
Make it scannable
● Put the most important words first
● Use headings, lists, bold text, content chunks
● Be consistent
We just applied your theme Theme applied
Make it scannable
● Put the most important words first
● Use headings, lists, bold text, content chunks
● Be consistent
Slack
Make it scannable
● Put the most important words first
● Use headings, lists, bold text, content chunks
● Be consistent
Be specific
● Avoid ambiguity
● Use meaningful verbs
● Explain why, not just what
● Tell users what’s coming
Be specific
● Avoid ambiguity
● Use meaningful verbs
● Explain why, not just what
● Tell users what’s coming
StartSomeGood
Be specific
● Avoid ambiguity
● Use meaningful verbs
● Explain why, not just what
● Tell users what’s coming
ASOS
“You’ll never spend more time writing fewer words”
Cheryl Lowry
Give it the time it deserves
● Consider content early
● Use real content in prototypes
● Revise, revise, revise
● Test!○ Readability tests
○ A/B tests
○ Card sorts
○ Tree tests
Give it the time it deserves
● Consider content early
● Use real content in prototypes
● Revise, revise, revise
● Test!○ Readability tests
○ A/B tests
○ Card sorts
○ Tree tests
Give it the time it deserves
● Consider content early
● Use real content in prototypes
● Revise, revise, revise
● Test!○ Readability tests
○ A/B tests
○ Card sorts
○ Tree tests
Give it the time it deserves
● Consider content early
● Use real content in prototypes
● Revise, revise, revise
● Test!○ Readability tests
○ A/B tests
○ Card sorts
○ Tree tests
Be human
● Use plain language (no jargon!)
● Speak like your users do
● Use active over passive
● Verb your nouns
● Consider emotional state and context
● Personality is OK!
Be human
● Use plain language (no jargon!)
● Speak like your users do
● Use active over passive
● Verb your nouns
● Consider emotional state and context
● Personality is OK!
Be human
● Use plain language (no jargon!)
● Speak like your users do
● Use active over passive
● Verb your nouns
● Consider emotional state and context
● Personality is OK!
The problem is being investigated
We’re investigating the problem
Be human
● Use plain language (no jargon!)
● Speak like your users do
● Use active over passive
● Verb your nouns
● Consider emotional state and context
● Personality is OK!
We’ve started an investigation of the problem
We’re investigating the problem
Be human
● Use plain language (no jargon!)
● Speak like your users do
● Use active over passive
● Verb your nouns
● Consider emotional state and context
● Personality is OK!
Be human
● Use plain language (no jargon!)
● Speak like your users do
● Use active over passive
● Verb your nouns
● Consider emotional state and context
● Personality is OK!
We’re just humans talking to other humans
More on UX Writing
● Content + UX Slack group mjmetts.com/content-ux-slack
● Talking microcopy: Writing UX Facebook group facebook.com/groups/microcopy
● Writing for user interfaces blog uiwriting.tumblr.com
● Microcopy patterns Twitter account @tinywordsmatter
● UI content resources list meganwhalin.com/ui-content-resources
● Writing for the web articles, Nielsen Norman Group nngroup.com/topic/writing-web
● Interface writing guide, Material Design material.io/guidelines/style/writing.html
● Hemingway app readability checker hemingwayapp.com
Thanks!
Rachael Mullins
@rachaelamullins
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