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Start for freeCrafting Language That Resonates: A UX Writer's Guide
Erik Wong, a seasoned UX writer at Google, recently shared invaluable insights on enhancing user experience through strategic language use in product design. In a presentation that delved into the nuances of connecting with users on a deeper level, Wong outlined five practical strategies for transforming text into engaging, user-centric language. Below, we explore these strategies and how they can revolutionize the way we approach design and copywriting in digital products.
Understanding the Power of Conversation
In the early days of computing, user interfaces were purely text-based, requiring users to navigate through commands and prompts. This era highlighted the importance of language in interaction—a principle that remains crucial despite the evolution of graphical user interfaces. Wong argues that in our focus on visual design elements, we often overlook the conversational aspect of user interaction. By paying closer attention to the words we use, we can design experiences that truly speak to our users.
The Significance of Microcopy
Microcopy, the art of crafting the small bits of text that guide and inform users, can have a massive impact on user experience. Wong emphasizes that the choice of a single word, like the 'Start' button on a new device, can significantly influence user actions. By meticulously selecting each word, UX writers ensure clarity and ease of use, removing potential friction points and enhancing overall user engagement.
Crafting a Cohesive Narrative
Beyond individual words, the narrative flow of the user journey plays a crucial role in effective communication. Wong highlights the importance of aligning language with user intentions at each step of their interaction with a product. By adjusting language to match user goals rather than product objectives, designers can significantly increase user engagement and satisfaction.
Writing Outside the Box
Wong challenges the perception of writers as mere text generators, showcasing how UX writers actively participate in design decisions. He shares an example from Google Fi, where a strategic change in the presentation of pricing information led to clearer communication and improved user trust. This approach underscores the writer's role as a designer, shaping the user experience through informed language placement and content structuring.
The Impact of Voice and Tone
The way we say something can be as important as what we're saying. Wong points out that a conversational tone can enhance brand perception and foster a stronger connection with users. By adjusting the tone to fit the brand's voice and the specific context, writers can make their messages more relatable and engaging.
Starting with 'Why'
Finally, Wong stresses the importance of focusing on user benefits rather than product features. By framing messages in terms of the value they provide to the user, designers and writers can encourage positive actions and responses. This user-centric approach to language ensures that communication is both relevant and compelling.
Conclusion
Erik Wong's presentation serves as a powerful reminder of the critical role language plays in user experience design. By applying these five strategies, designers and writers can create more meaningful, user-focused interactions that not only meet but exceed user expectations. As we continue to evolve in our design practices, let us not forget the profound impact of language in connecting with and understanding our users.
For more insights from Erik Wong's presentation, watch the full video here.
