What is UX writing?
“Welcome” or just “Hi”?
Example newsletter text after an order: Eintracht Frankfurt uses local language to address its fans.
UX writing picks up exactly where this leaves off and focuses on well-thought-out information and carefully chosen language. The aim is to refine wording so that messages are conveyed in a way that is tailored to the user.
This article only scratches the surface of UX writing, as my aim is to introduce the topic and its relevance in general. I will explore individual aspects in more depth in future articles.
What is the aim of UX writing?
What can UX writing do?
Even though users have different goals and approaches, they have one thing in common: when using an app or browsing a website, they want to have a positive experience (user experience).
This is precisely where UX writing makes an important contribution. The way in which users are addressed on a website or guided through an application using text has a significant influence on user satisfaction. UX writing is a central component of user experience design and contributes to the general usability heuristics of Jakob Nielsen (→ article usability) to be fulfilled.
Neben den allgemeinen Heuristiken gibt es auch spezifische Content-Heuristiken, die sich auf die Erstellung und Bewertung von Texten in digitalen Produkten konzentrieren. Diese gezielten „Leitlinien“ werde ich in einem späteren Artikel genauer vorstellen.
Different purposes of UX writing
1. Sales promotion
Wird UX Writing für Marketingtexte genutzt, können Verkaufsraten gesteigert oder die Bekanntheit einer Marke erhöht werden. Diese Art von UX Writing liegt nahe am werblichen Schreiben und setzt stark auf Kaufanreize.
2. User flow optimisation
However, UX writing can also be used to improve user flows in applications or websites. In technical writing, the focus is on accompanying users on the way to their goal and minimizing the susceptibility of a system to errors.
Fine-tuning with UX writing
Basic UX writing
Simple and understandable
In UX writing, precise and accessible texts play a central role in guiding users intuitively through a digital product. The comprehensibility of the texts is essential.
- Texts should be formulated in a simple and targeted manner. This means that tasks to be completed, such as filling out a registration form, can be understood even without technical background knowledge.
- Content should always be structured in a meaningful way so that users can find their way around more easily. Different heading levels (H1, H2, etc.) help to divide text deserts into areas worth reading.
Texts for everyone
Another important aspect of UX writing is that texts are formulated in such a way that they can be understood by a broad user group. A few things need to be taken into account:
- Consider intercultural differences: terms, metaphors or humour that are taken for granted in one culture may be misunderstood elsewhere.
- Ensure accessibility: Screen reader-friendly texts with clear structures and ALT texts for images are essential.
Supportive
In addition, carefully chosen language helps to prevent usage errors.
- Clear wording reduces errors and provides guidance.
- Help texts can assist users, e.g. with forms.
- Assistive technologies, such as chatbots/AI chats, can provide additional support.
Advanced UX Writing
User group-oriented language
- Precisely tailoring language to specific target groups builds trust.
- Technical language for medical professionals or a casual tone for young people are examples of differentiated UX writing.
Uniform language rules
- A consistent language style across all channels strengthens brand identity and ensures a consistent user experience.
- In the “tone of voice”, companies can define how they want to communicate with their users.
UX writing in practice
Login to the user account
I’m always happy when the registration process is as positive as possible. On the one hand, usability plays a major role here, but also the way I am addressed on the login page.
Here are a few examples that differ significantly in terms of user experience quality:
Hornbach's registration page is well structured and user-friendly.
Hornbach: Sachlich im Text, persönlich in der Bildsprache
In its corporate communications, Hornbach consistently relies on a strong visual language and, above all, clear text statements. This can also be seen when logging into the customer account: Users know directly where they can log in.
The only point of criticism: There is an inconsistency in the terms used in the headline and the button. In the headline, “log in” is used, while the button uses the term “log in”. There is still room for optimization here.
Support: If users forget their password, they can click directly on a link.
The path to the customer account is not far for new users either. Although the text is not particularly inviting here either, the text style is certainly consistent.
The BAUHAUS login page lacks structure and user-friendliness.
BAUHAUS: Very sober, not well structured
The BAUHAUS login page is not particularly appealing in terms of graphics or text.
The most striking feature is the blue “Sign in with Google” button from Google itself, which allows users to log in directly via their Google account.
Textual note: BAUHAUS supplements the button with its own variation of the text “Sign in with Google”. This unclean duplication is superfluous.
Main criticism: Users without a Google account will only find their login option further down the page. The easily overlooked heading for this section (“I am already registered as a customer or PLUS CARD customer at BAUHAUS.”) seems awkwardly worded and is not really necessary.
Unfortunately, potential new customers are completely left behind on this page. You can hardly address new customers more soberly than with the statement “New customer? Register now” is probably the best way to address new customers. Schade eigentlich.
404 error pages—a type of page with cult factor potential
From a user experience perspective, error code 404 is therefore a worst-case scenario—who wants users to land on a page that doesn’t exist? So what can be done to lift users’ spirits?
Web designers often go the extra mile when designing 404 error pages to deliberately lighten the mood of users with unexpected designs.
And linguistically? The tonality with which the error message should be formulated depends very much on the target group. A twinkle in the eye can be a great way to lighten things up. Self-criticism is useful if a technical error has occurred and the page is therefore no longer available.
What all 404 error pages should definitely offer, however, is a clear way out – such as a search field or links to other relevant pages.
The 404 error page is well designed. The text speaks the language of the users.
SV Waldhof Mannheim: Loud headline with linguistic allusion
SV Waldhof is the local football club in Mannheim. Although the club does not play in the first division, it can hold its own here in terms of language.
The prominent headline hits the mark linguistically: “The shot went wide” is a perfect allusion to the sport of football.
The prominent headline hits the mark linguistically: “The shot went wide” is a perfect allusion to the sport of football.
The 404 error page matches the style of the website and offers users a way out.
Medium.com: Klare Botschaft mit einem Augenzwinkern
Die Fehlerseite von medium .com , einer Plattform für redaktionelle Artikel jeder Art, macht sich die Leere einer 404-Seite zunutze.
Mit der Botschaft „Aus dem Nichts entsteht etwas“ greifen die Macher:innen der Website das Thema Content-Erstellung charmant auf.
Mit dem Hinweis, dass man auf Medium fast alles finden kann, werden Nutzer:innen ermutigt, nicht aufzugeben und nach einem anderen Artikel zu suchen. Zusätzlich werden neue Artikel empfohlen.
Optisch nicht besonders auffällig, dafür aber textsicher umgesetzt.
Conclusion
UX writing – more than just words
UX writing is much more than just writing texts. UX writing – more than just words Clear and concise language can help to avoid misunderstandings, reduce usage errors and, moreover, promote a positive user experience. UX writing can make a decisive difference, especially in complex or critical applications.
However, it is important to remember that UX writing alone cannot eliminate or prevent all usage problems. Problems such as confusing user interfaces, illogical user flows or technical barriers cannot be completely solved even by the best texts. This shows that UX writing is an important component, but only one part of the overall UX process.
In the overall context of UX design, UX writing acts as a mediator between the visual design, the functional elements and the users themselves. It makes interactions understandable and often emotionally appealing.
The best results are achieved when UX writing works closely with other disciplines such as UI design, user research and development. In this way, UX writing becomes not just a tool, but a bridge that connects all the elements of a successful digital experience – and ultimately plays a decisive role in the success of the product.
