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9 simple but powerful UX writing tips for designers

In Design in Tech 2017, John Maeda’s seminal annual report, Maeda notes that “code is not the only unicorn skill.” His nomination for the other unicorn skill for designers? Writing.

This shouldn’t come as a surprise to anyone who’s worked in web, product, or any other form of digital design. Many designers have noted the value of leading the design process with content, the power of words in interfaces, and the similarities between UX design and writing.

So, in light of the industry’s growing acknowledgement of the value of writing as a design skill, I thought I’d share a few of my favorite writing tips in an easily digestible, visual way.

Because, much like design thinking, there’s no magic to writing. (To be clear, there’s certainly magic in the experience of reading good writing, and there are writing moments that feel magical, but come on, we’re not at Hogwarts here.)

Don’t get me wrong. Writing is hard. I’ve been doing it avidly since I was 10, and professionally for about 15 years.

And it’s still hard. But thankfully, there are some simple, mechanical things you can do that will improve your writing.

Like these:

1. Go ahead and end on prepositions

do: the goal you're striving for. don't: the goal for which you're striving

I don’t know how much attention you paid in English class, but if you paid any, you’ve probably heard that there’s a rule against ending sentences with a preposition (about, for, from, etc.).

Well, I’m here to tell you that is a complete and utter crock.

The people who advanced that “rule” were basing it on a grammatical rule in Latin — which is a very different language from English! The rule holds in Latin, but it has no connection to English.

Not only is that “rule” foundless, it also happens to create some particularly gnarly phrasings, like the one in the red square above. Ending the sentence or phrase with a preposition not only sounds far more natural and conversational, it’s just plain easier to say. (Which you’ll recognize if you’ve ever tried to avoid ending on a preposition in speech.)

Bonus: ending on prepositions can also save you a word, which is practically priceless when it comes to writing headlines, UI copy, and tweets.

2. Split infinitives all you want

do: to boldly go. don't: to go boldly

Speaking of Latin grammatical rules sillily misapplied to English, let’s talk about splitting infinitives (the base form of a verb, i.e., to be, to want, to design, etc.).

You see, in Latin, infinitive verb forms literally cannot be split. They’re just one word. E.g., amâre, Latin for love, is just that: amâre.

Which isn’t how it works in English! In English, an infinitive comes in two forms, one with the word to preceding it, and one without. In the with-to form (or to-infinitive), you can split the infinitive by adding an adverb. In the without-to form, you can’t split it. Because again, it’s one word.

And we should be thankful for that ability to split infinitives. Because otherwise we’d have to live with the rather ho-hum To go boldly instead of the far bolder To boldly go.

3. To be or not to be is not the question. It's to do or not to do.

do: use literally any other verb. don't: is.

Can you name the single most boring word in the English language?

Is.

Why? Because is expresses stasis. Mere existence, just sitting there, not doing a thing.

And, to be fair, that can be useful. Sometimes, you have to define a thing’s current state. But most people way overdo it. The infinitive to be and all its conjugations become a crutch for uncertain or rushed writers, a ubiquitous stand-in for the gorgeous variety of verbs English has to offer.

Don’t beat yourself up too much if you employ is a dozen times in your first draft of something. Just take the time to go back and replace it with much more exciting and active verbs like expresses, manifests, defines, etc. And if you can’t just straight replace the verb, think about how you might rephrase the sentence to avoid is.

I promise it’ll add a ton of spice to your writing.

4. Write around “of”

do: the people's concerns. don't: the concerns of the people.

I didn’t learn this one until pretty late in my writerly life, but I did so from one of my writing heroes, Canadian poet Lisa Robertson. Her work holds many gorgeously dense intricacies, but it wasn’t until she told me to restructure an “X of Y” phrase into a “Y’s X” phrase that I saw one of the simpler ways she arrives at that remarkable concision. There’s something oddly clunky and displacing about “of the” constructions. Avoiding them can help make your writing a little more conversational, and can help save a bit of space and character count!

5. List clearly

do: list in ordered or unordered format. don't: list in sentence form.

Have you ever seen a cookbook that lists necessary ingredients in sentence format?

Sorry, rhetorical question. You almost certainly haven’t.

Why? Because listing several items within a sentence makes it that much harder to quickly see what you need — especially when it’s buried in a multi-sentence paragraph. By making any sentence-based lists into good ole ordered or unordered lists, you help readers quickly find what they need, and mentally tick items off their personal shopping list.

Which brings us to:

6. Make longform content more scannable with structural elements

do: structure longform text. don't: skip the structural elements

I’m not going to give you the “people don’t read on the internet” line. It’s far too simplistic to still be one of the mantras of writing for the web.

But I will say that when people read on the internet, they’re often doing it in a more task-oriented, goal-focused manner than they read print. They’re not out to absorb every witty bit of wordplay and subtle pun. Instead, they often want to get vital information they need to finish up some other, more important task.

So give your readers a hand finding that one important line by giving your content clear structure. Here’s just a few ways to do that:

  1. Use headings and subheadings whenever you transition into a new topic
  2. Break list items out of paragraphs and into ordered or unordered lists
  3. Bold or italicize particularly important lines
  4. Use familiar formats like the inverted pyramid (where information flows from most to least important), listicles, and walkthroughs

7. Link clearly

do: SEO tips. don't: here.

Imagine the two bits of copy above are anchor text in a longform blog post you’re reading. And ask yourself: which one is more enticing?

Which one gives you more context as to what’s on the other end of that link? Which will take you where you want to go?

In most cases, embed your links in clear, descriptive language that provides “information scent” — which is just a fancy way of saying “any freaking clue of where the link will take you.” Doing so improves:

  1. Usability: because of the aforementioned information scent. When the linked text gives me some clue where it’ll take me, I get a better experience. As long as the text and the destination line up well.
  2. Accessibility: especially for screenreader-using folks, because they can skip from link to link without reading all the intervening text.
  3. SEO: using terms that are actually relevant to the destination’s topic, rather than “here,” is like saying, “Hey, Google spiders: the page I’m linking to is really helpful for ‘SEO tips.’”

And if that trifecta isn’t enough to convince you, I just don’t know what else to say.

8. Know what’s what when it comes to that vs. who

"I know a designer that ... or, wait ... is it who? I know a designer who ..."

Relative pronouns (those that reference an entity you’ve already referred to) often mess people up, but they're fairly simple if you can remember the following rule of thumb:

When you’re referring to a thing

when referring to ojects, use "that" as the relative pronoun

When you’re referring to a person

when referring to a person, do you "who," not "that"

Technically speaking, both are correct. But when’s the last time you referred to a person as “that” — other than when you were actually trying to dehumanize them?

9. Lead with the benefit

do: Get more search traffic by ... don't: optimize your meta title, description, and H1 to ...

To wildly oversimplify human behavior for a minute: people are generally reluctant to exert effort unless they know they’ll get something in return for it.

They also tend to focus most of their brainpower on the beginnings and ends of sentences — but the beginnings are really where you have most of their attention.

So if you’re trying to get someone to do something, don’t start by explaining the action. Start with why they should take that action. Explain what they’ll get out of doing something, and they’ll often be more inclined to do it.

This article was originally posted at:
https://medium.com/@johnamwill/9-simple-but-powerful-ux-writing-tips-for-designers-83ec1ca96561

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A call to action is a marketing term that refers to a prompt that invokes a response leading to a sale. When referring to a call to action (CTA) in the digital design world we usually mean the interactive element that leads to the next step in the experience - something that needs to be clicked or tapped.

User testing

User testing refers to a technique used in the design process to evaluate a product, feature or prototype with real users. There are several reasons why you might want to undergo usability testing, the most common is that it allows the design team to identify friction in a user experience they are designing, so that it can be addressed before being built or deployed.

WYSIWYG

WYSIWYG (pronounced WIZ-ee-wig) is an acronym for "What You See Is What You Get". It helps identify an an interface that allows user input resulting in an output that is rendered in a similar way. For example; a word processor application interface might resemble a piece of paper,so when printed the user can see how the output will appear.

Content Management System

A content management system (CMS) is an tool that allows a website editor/administrator to manage the content that is displayed. Websites are made of HTML and CSS to create pages. Pages can be hard-coded but would require technical development skills to make changes. A CMS usually allows a person without coding knowledge to amend existing and add new content to a website using a WYSIWYG interface.

Responsive Web Design

Responsive web design refers to a web page that dynamically adapts its layout to fit the size and orientation of the device on which it is viewed. A responsive design allows for a more optimised user experience across desktop and laptop computers as well as smartphones and tablets of varying sizes.

User Stories

User stories allow the functionality of a product or service to be expressed as written descriptions of an experience as seen from the users perspective. The writing of user stories creates a list of design and development tasks to complete in order to create any required functionality.

User Interface

A user interface (UI) is a conduit between human and computer interaction - the space where a user will interact with a computer or machine to complete tasks. The purpose of a UI is to enable a user to effectively control a computer or machine they are interacting with, and for feedback to be received in order to communicate effective completion of tasks.

Personas

A persona in UX Design is the characterisation of a user who represents a segment of your target audience. On a project you might create any number of personas to be representative of a range of user needs and desires. The solutions you design must answer these needs in order to deliver value to your target audience.

Card sorting

A great, reliable, inexpensive method for discovering patterns in how users would expect to find content or functionality. Card sorting is used to test the taxonomy of data with a group of subjects, usually to help inform the creation of the information architecture, user flow, or menu structure on a project.

Brainstorming

A technique used to generate ideas around a specific topic. Often done in groups, but can be done individuals. The process usually involves writing down all ideas around a topic onto paper, a whiteboard or stickies often implying some kind of association.

Minimum Viable Product

An MVP is a product that has the minimum set of features to prove the most essential hypothesis for a product. Businesses building a new product can create a Minimum Viable Product to prove that an idea is viable and warrants further investment. A further benefit being that the next stage of development can be informed by feedback obtained from testing that MVP.

Sitemap

A sitemap is a diagrammatic representation of a hierarchical system. It usually depicts the parent-sibling relationship between pages in a website, showing how sub pages might be arranged underneath their parent groupings. This arrangement forms a map of the site.

User journey

A user journey represents a sequence of events or experiences a user might encounter while using a product or service. A user journey can be mapped or designed to show the steps and choices presented as interactions, and the resulting actions.

Prototype

A prototype is draft representation built to test ideas for layout, behaviour and flow in a system. Prototypes are an indispensable tool for resolving a large number of potential issues in a concept or business before too many resources are deployed to put a design into production.

Wireframes

A Wireframe is a visual schematic that conveys a basic level of communication, structure and behaviour during the design of a system. Wireframes are low-fidelity designs that bypass including a detailed user interface or visual design, conveying just enough to get across the core idea.

Usability

To say something is usable is a qualitative statement about how easy that thing is to use. Usability is an assessment of how learnable a system is and how easy a user finds it to use. The usability of a system or product is a key factor in determining whether the user experience is a good one.

Information Architecture

Information architecture is the design and organisation of content, pages and data into a structure that aids users understanding of a system. A more organised system enables users to more easily find the information they require and complete the intended tasks.

UI Design

User Interface Design is the discipline of designing software interfaces for devices, ideally with a focus on maximising efficiency, responsiveness and aesthetics to foster a good user experience.

UX Design

The practice of User Experience (UX) Design is the coming together of many specific design related disciplines to improve the usability, responsiveness, uptake and aesthetics of a product or service.

User Experience

A general term that covers all aspects of a user's participation while engaging with something that has been designed. Usually when talking about User Experience in the digital design field it refers to the interactions, reactions, emotions and perceptions while using an app, service, website or product.

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