ux writing. building experiences with words
TRANSCRIPT
UX writingbuilding experiences with words
Wojciech AleksanderMeet Content, January 2017
Content strategistProduct content manager at GetResponseUX writing & tech comm
Usability consultantInteraction designerTechnical writer & information architectDTPAuthor and editor
Dynatrace, Compuware, Speednet, Polish Academy of Sciences,Strefa Startup Gdynia, SWPS University
Hello, my name is Wojtek
UX writing?
Creating of an intuitive and a clear bridgebetween users and your page, app, brand, product, or idea.
The opposite of the marketing waffle. Getting to the point. Writing that is purpose driven, it’s helpful, and facilitates communication.
The making of a usable dialogue between the user and the system. When the user understands what the system is saying, then they’re getting along.
Using language to help our users understand the product, to enhance their experience with the product, and to communicate the brand voice.
It's a kind of writing when you help readers accomplish their goals while having in mind their emotions, vocabulary, and their way of thinking.
The magic formula doesn’t exist¯\_(ツ)_/¯
Writing is easy
Writing is easynot
1000 minutes – 2 work days – non-stop
A mix of art, words, and insight
100 messages
5-10 minutes each
A mix of art, words, and insight
15—35stringsor even 80 per single element
source: Design the Web
A mix of art, words, and insight
Ifyoudon’tknowwhatyouneedtocommunicate,howwillyouknowifyousucceed?Margot Bloomstein
Who we are, who we aren’tbrand voice
This, but not that
Dating app
• Simple but not shallow• Positive but not overdone• Empathetic but not overprotective• Welcoming but not pushy• Giving hope but not buttering up
Handy men inc.
• Approachable but not desperate• Experienced but not worn out• Honest but not naive• Confident but not patronizing
Who we are, who we aren’tbrand voice
Your friends at Slack
Your friends at Slack
Match your message to contexttone of voice
message
reaction
thinking
feelings
context
specific situation
source: voiceandtone.com
Match your message to contexttone of voice
Lead, instruct, correctmicrocopy
Don’t be afraid to use more than 3 words in the GUI. It’s about user task and goal. Ditch the artificial limitations
Lead, instruct, correctmicrocopy
Lead, instruct, correctmicrocopy
Rescue, explain, don’t blameerror messages
Rescue, explain, don’t blameerror messages
Rescue, explain, don’t blameerror messages
The best error message is the one… you don’t have to write
• Course of knowledge, the silent sense killer
• The road to hell is paved with jargon
• Lorem ipsum is pure evil. Amet
• Mind the gender
• Mind the plurals (0, 1, many)
• Just say no to passive voice
• Consider using plain language(forget everything they taught you at school)
• Say first, sketch second
• Practice brevity
• Don’t trust your first version(the fourth one might be the best)
• Always check yourself (read aloud)
UX writing axioms
Lorem ipsum to hell (bonus dolor)
Event title
Time and date
Lorem ipsum dolor sit amet, consecteturadipiscing elit. Sed at pharetra sem, utvehicula felis. Sed convallis, mi et tempus aliquet, tortor turpis volutpatturpis, et laoreet lorem tellus nec erat. Nullam tristique lacinia porttitor. Vivamus sit amet metus porta, pharetraelit sit amet, tincidunt elit. Sed cursusvestibulum augue, eu ultricies nunc interdum ultrices.
No content, filler text
Uchwała Krajobrazowa Gdańska -konsultacje społeczne
7 czerwca, 17.00 - warsztaty dla mieszkańców ; Europejskie Centrum Solidarności sala 5
8 czerwca, 17.00 - warsztaty dla przedsiębiorców; Europejskie Centrum Solidarności sala 5
9 czerwca, 17.00 - warsztaty dla rad dzielnic; Zarząd Dróg i Zieleni w Gdańsku, ul. Wyspiańskiego 9A
Serdecznie zapraszamy Państwa do aktywnego udziału w konsultacjach i pomocy przy tworzeniu Uchwały Krajobrazowej Gdańska.
Real text, case IIReal text, case I
Festiwal Gdańsk Dźwiga Muzę 2016
August 29, 2016, 09:00
Scena Muzyczna Gdańskiego Archipelagu Kultury w dniach 29 - 31 lipca 2016 roku organizuje ósmą edycję Festiwalu Gdańsk Dźwiga Muzę! W programie wydarzenia są trzy dni i trzy noce prawdziwego muzyczno -tanecznego święta! W dniach festiwalowych Plac Zebrań Ludowych (znajdujący się w samym "sercu" miasta Gdańska), przekształca się w miasteczko festiwalowe ze Strefami Tanecznymi, Muzyczną Sceną Główną, Graffiti, strefą chillout i wieloma innymi przestrzeniami różnych aktywności. Jest to jedyny festiwal o takiej formule w Polsce, a drugi w Europie.
Design for real life, 2016, Eric Meyer, Sara Wachter-Boettcher
The content strategy toolkit, 2015, Meghan Casey
Nicely said, 2015, Nicole Fenton, Kate Kiefer Lee
Read more…
UX writing, content first, microcopy,
product content strategy, UX narrative,
GUI text, content strategy, plain language
Learn more…
John Saito (Dropbox), Alaine Mackenzie (Shopify),
Kate Kiefer Lee (Mailchimp), Amy Thibodeau, Abby Covert,
Kristina Halvorson (Braintraffic), Tomasz Piekot (University of Wroclaw), Government Digital Service (GDS), uContentowani, Meet content
Jonathon Colman - The Epic List of Content Strategy Resourceshttp://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
…and more
Ryan Bigge - The Super List of Content-First UX Resourceshttps://medium.com/@biggeidea/the-super-list-of-content-first-ux-resources
You should follow me
@inherentq
uContentowani
Than
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-:
all background photos: unsplash.com