How to do UX writing without the headaches, both yours and the user's? 🤯 What if we told you that there are 7 deadly sins of UX writing? The team We Are COM reveals its cheat sheet, for optimized experiences and users who are never frustrated. 😎
#1 – Gluttony
Above all, avoid wordiness! Too much information kills information. In UX writing, a good text is a short text, a text that gets straight to the point and encourages action. 🎯 So, Don't be too greedy and save your readers from indigestion..
👆 How not to fall into the trap? Favor clear and concise formulas, carefully divided paragraphs and a very concrete call-to-action.
👀 Example : When redesigning its interface, Airbnb has significantly reduced the descriptions on its homepage, opting for simple, punchy words such as “Explore stays" or "Discover experiences", instead of long explanatory sentences
💡 To think about: "Simplicity is the ultimate sophistication"Leonardo da Vinci
#2 – Greed
Don't be too greedy, but also be careful not to be too stingy with information. Excess is always bad! ❌ Messages without substance, information without context, buttons without explanation... Remember that an uninformed user is a frustrated user..
👆 How not to fall into the trap? Be explicit. All information should be a useful instruction for your user. Put yourself in their shoes and anticipate their sticking points.
👀 Example : In 2019, the application Snapchat received heavy criticism following an update where many buttons lacked explanatory text. Users felt lost, leading to a drop in engagement.
💡 To think about: "What is well conceived is clearly expressed, and the words to say it come easily."Nicolas Boileau
#3 – Laziness
Precisely, if it is important to anticipate the needs of your targets, it is just as important to test the solutions that you offer them. 🥊 Don't be lazy and practice test and learn by experimenting and adjusting your UX writing. What's more discouraging than a misunderstood message? What's more demoralizing than an error message that pops up?
👆 How not to fall into the trap? Arm yourself with patience and pay close attention to user feedback. In fact, there's nothing stopping you from soliciting user feedback right from the design stage of your website. Conduct A/B testing and survey the main stakeholders.
👀 Example : When Dropbox has integrated more personalized error messages and clear explanations on what to do after each download failure, the complaint rate has significantly decreased.
💡 To think about: "Success is 1% inspiration and 99% perspiration"Thomas Edison
#4 – Pride
Nothing annoys them more Internet users than the condescension of a message. Whether you're an expert or not, stay humble and avoid jargon, technical acronyms, and any overly scientific language. 🧬 Similarly, consider your entire audience, including those with specific needs. The key words? Simplicity and inclusion!
👆 How not to fall into the trap? Write clearly and consider accessibility, whether in your choice of words or the elements on your page. Everyone should be able to experience the experience in a fluid, intuitive, and, above all, inclusive way.
💡 To think about: "Understanding is above all unifying"Albert Camus
#5 – Anger
"Access denied","system error","page not found","session expired”…UX writing is also psychology, the psychology of positive thinking. 🌟 Don't ruin the user experience by coming across as cold and impersonal., but guide him, in a way that reassures him.
👆 How not to fall into the trap? Be a good teacher and let your inner human speak. In an ultra-digital and increasingly robotic world, empathy can change everything.
👀 Example : On their sites, brands like Spotify, Peugeot ou Burger King gives encouraging error messages like “Oops, it happens to the best of us!” instead of a simple “Error 404“, which helps to defuse frustration.
💡 To think about: "True genius without heart is nonsense"Mozart
#6 – Lust
Don't overuse humor! Puns should be used in moderation. Why? Simply because it can mislead the user and force them to abandon their experience halfway through. 🤪 Plus, overly elaborate jokes can come across as forced and therefore damage your credibility.
👆 How not to fall into the trap? Fun, yes, but in a smart way! Make sure your jokes don't interfere with the user's journey. In UX writing, understanding must always prevail.
💡 To think about: "Be moderate in all things, including moderationOscar Wilde
#7 – Desire
Copying is bad! 👀 Don't mindlessly imitate your competitors' actionsOn the one hand, what works here may not work there. On the other hand, copying means blending into the crowd, at the risk of not standing out and of seriously lacking authenticity.
👆 How not to fall into the trap? Find your own style, the one that matches your audience and its uniqueness. Learn to know your targets and think about personalization!
💡 To think about: "Don't imitate anything or anyone, a lion that copies a lion becomes a monkey"Victor Hugo
