UX Writing—Writing user-friendly texts

‘Welcome’ or just ‘Hi’?

This is precisely where UX writing comes in, focusing on well thought-out information and deliberately chosen language. The aim is to sharpen formulations so that messages are conveyed in a user-friendly way.

In this article, I am only scratching the surface of UX writing, as I would first like to introduce the topic and its relevance in general. I will then go into more detail on individual aspects in subsequent articles.

Even if users’ goals and paths are different, they have something 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.

In addition to the general heuristics, there are also specific content heuristics that focus on the creation and evaluation of texts in digital products. I will present these specific ‘guidelines’ in more detail in a later article.

2. User flow optimization

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.

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 all

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. There are a few things to consider here:

• Take intercultural differences into account: Terms, metaphors or humor 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.

Supporting

In addition, deliberate use of language helps to avoid usage errors.

• Clear wording reduces errors and provides orientation.
• Help texts can support users, e.g. with forms.
• Assistive technologies, such as chatbots/AI chats, can provide additional assistance.

User group-oriented language

• A precise adaptation of the language to specific target groups creates trust.
• Technical language for medical professionals or a relaxed tone for young people are examples of differentiated UX writing.

Uniform language rules

• A consistent language style across all channels strengthens the brand identity and ensures a coherent user experience.
• In the ‘Tone of Voice’, companies can define how they want to communicate with their users.

I am 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:

BAUHAUS: Very sober, not well structured

The BAUHAUS registration page is neither graphically nor textually appealing.

The most striking feature is the blue ‘Sign in via Google’ button from Google itself, which users can use 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. What a pity, really.

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.

Medium.com: Clear message with a twinkle in the eye

The error page of medium.com, a platform for editorial articles of all kinds, makes use of the emptiness of a 404 page.

With the message ‘Something is created out of nothing’, the website’s creators charmingly address the topic of content creation.

By pointing out that you can find almost anything on Medium, users are encouraged not to give up and look for another article. New articles are also recommended.

Not particularly eye-catching, but the lyrics are sure-footed.

UX writing—more than just words

UX writing is much more than just writing texts. It is a deliberate use of words that aims to guide users intuitively through digital products. Clear and concise language can help to avoid misunderstandings, reduce user errors and also promote a positive user experience. Especially in complex or critical applications, UX writing can make all the difference.

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 with the best texts. This shows that although UX writing is an important component, it is 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 key role in determining the success of the product.