Just because you’ve nailed your brand voice doesn't mean your job is done. From here, make sure the sound of every word and phrase in your product adheres to these principles. What is it about your product that makes it stand out? What makes it seem most interesting to people? What would make them want to swipe right and learn more? The answers to these questions can be turned into descriptive words that make up your brand principles and form the basis for a style guide. For instance, when Apple prompts you to add your credit card’s CVC, it includes an image and a bit of microcopy describing precisely what they need from you. Apple is a master at doing this right to the point where it’s downright eerie how inside your head they are. It's your job to identify potential questions like: What's that? What does that do? Where can I find this? How do I use that? You then need to respond appropriately with precise microcopy: the small bits of text on descriptions, buttons, etc. Throughout the flow of your product, your customers will subconsciously question the user interface to figure out what to do. So instead of solving their problem and moving on, they come away thinking that this product isn’t well made. If you want to add 2FA, should you go to Password security, Advanced security options, or Stay secure with Windows 10? Users will just have to click through to each option until they find what they want. The options themselves don’t do a good job of describing what each one does. Starting at the top: the blurb under “Security basics” tells us nothing more than what each option already tells us, so it adds nothing of any real value. This page aims to organize the different tools Facebook has developed to keep users’ data secure. A good example of this comes from Facebook’s Privacy Checkup page. It's measured by how well it helps your users complete a task efficiently. Your copy's usability isn't measured by how pleasant it is. Write: 90% of your allowance has been used. Practical: Instead of: CoffeeApp's visitor quota for testing is at 623,329.Concise: Instead of: You must log in before you can write a comment.Write: You entered an incorrect password. Clear: Instead of: An authentication error has occurred.It'll also make your product design look bad-if you can’t put any effort into writing, why should a user trust that you haven't cut corners elsewhere? To meet this minimum standard, your writing needs to be: If users don’t understand what you’re trying to tell them because it’s poorly described or ambiguous, it’ll lead to frustration. Keep copy clear, concise, and practicalīeyond anything else, your copy needs to be easy to understand to be successful. Here are some basic best practices anyone can follow, plus UX writing examples of what you should and shouldn't do to get you started on honing your UX writing skills. What's more, you don't need to be a wordsmith extraordinaire to put UX writing into action. Every piece of UX writing is a chance to further your conversation with each user, improve their experience, and, ultimately, convince them that your product is worth sticking around for. Products are never inherently self-explanatory-they need UX writers to speak for them. If the product sounds “wrong” (pretentious, unclear, inappropriate), it’ll negatively affect the relationship you’re building with your users. Whether it’s a tooltip highlighting a new feature or error notifications that educate users, UX writing is your product’s voice in an ongoing dialog with each user. Instead of trying to sell users on your product like copywriting does, UX writing focuses on helping users get more from your product. UX writing is product writing that aims to influence your users’ actions to guide them toward a better overall user experience. It's looking good, but how does your product sound? Not the sound from the speakers, but the sound of your words and microcopy? This is where UX writing shines in your product design team. Your product is ready to go: the layout is intuitive, the style is elegant, and the flow is seamless.
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