How to Improve UX Writing to Build a Better Product
With numerous competitors emerging from all sides, it's difficult for a company to differentiate their products from the sea of seemingly copy/pasted creations. However, there is a caveat which can indeed help you establish a better connection with your customers and ensure greater visibility of your products on the market.
Both studies and predictions show that User Experience (UX) philosophy will soon usher a change in the design and manufacture process of many industries we have learned to take for granted. This will create a larger variety of brand identities and ensure that each individual customer finds what they are looking for with ease and satisfaction.
This means that the actual user's experience of finding, familiarizing with and using your product should be the number one priority in UX writing. But how do you go about UX writing in order to make your products and/or services more appealing to the public at large? Let's take a look at several actionable guidelines which can help you improve your User Experience management in content writing and product branding as a whole.
1. Embrace your brand's image
According to Invision App, UX writing should never go out of the bounds of what the user expects to see. After all, if a potential customer is confused as to what you are trying to communicate, they might walk away from your product altogether. This raises an important question in regards to a brand's implementation into UX writing. How present should your brand be in a product's design and subsequent UX writing? It should be quite predominant, actually.
Christopher K. Mercer, marketer and founder of Citatior spoke about his own experience with branding and UX writing: "I had a lot of different iterations in mind for my website in the early days. However, I have learned the hard way that people like simplicity, familiarity and straightforward usage of their favorite products and services."
Chris's quote goes to show that people don't usually take kindly to overly complex and unnecessarily convoluted brand messages – not to mention the potential lack of clarity of the product itself. Judging by his own blog, it's easy to see what UX design philosophy he embraced – a minimalistic one. This means that you should strive to incorporate your brand's mission statements and long-term vision into a product's UX writing. Ensure that people know that this product is yours and that it has your stamp of quality and approval. In doing so, you will be able to inspire confidence with potential customers and convert them to your loyal fans.
Uber website is another great illustration for this tip. It welcomes you with a light minimalistic design and easy-to-understand call to action – "Drive" or "Ride". This is what you could expect from a company with a ridesharing as the main business. Plus, the style of the website is easy-to-recognize as associated with the Uber brand.
2. Refer to your customers in the first person
There's no better way to approach your customers through UX writing than to talk to them as if you know them. After all, product design should place the end-user in the spotlight. To that end, make sure to use "you" and "we" more than you use "us". Your UX writing should be casual but professional, highlighting that you are there for the customer should they choose to contact you or use your products further.
Leona Henryson, UX specialist at EssaySupply puts it best in her explanation: "Whether you work with startups or large corporations, at the end of the day, we are all just people. Treating your clients as living breathing beings is one of the best decisions you can make about your brand." This UX design principle can be seen on Leona's own website since she aims to deliver a more user-friendly approach to web design as well as client communication.
Starbucks also took things a step further by introducing a completely user-centric smartphone application. Their UX project has been the centerpiece of numerous case studies as it proves that good customer relations can go a long way. Take some of what you love about your products and aim it at your potential customers through UX writing. Chances are that they will hear you out with both ears open to new ideas.
Image source: The Manifest via Medium
3. Outsource your editing process
Sometimes, the best thing you can do for your UX writing is to look at it from afar. It's often difficult for writers and content creators, in general, to look at their work with an objective eye. To that end, you should look for third-party support when it comes to the editing process of your writing. Let's look at a few exemplary sources:
Grammarly can help you achieve a better readability of UX writing through proofreading tips. The platform is fully cloud-based and doesn't require any setup or preparation to be used effectively.
If you work as a designer or a project manager but have no way of writing your UX content personally, you may want to outsource that process. In that regard, this service is suitable for both content creation and subsequent editing.
UX writing is often paralleled to copywriting because of its to-the-point methodology. Hemingway is an online editor which can help you trim the fat from your UX writing and make it punchier and easier to read.
If you prefer working with live writers instead of algorithms, you can try GetGoodGrade. This service is suitable for all types of proofreading and editing, both for product UX and digital content in general.
Lastly, Grammar-Monster offers a substantial repository of grammar tips, errors to avoid, useful synonyms and writing tests. This is a great platform both for UX writing improvement and for fixing any errors in your existing products.
4. Calls to action matter
Finally, when it comes to incentivizing the onlooker into buying your product, CTAs can play a decisive role. Calls to action are frequently found both on the web and in retail commerce. They serve to nudge the viewer into considering a purchase and making the final call with their wallet or credit card. One of the most popular CTAs can be found in McDonald's "I'm Lovin' It", a slogan which has garnered a global audience since its inception.
Following the same logic, you can implement incentivizing CTAs into your UX writing whether as a side note or a centerpiece of your product design. Bruce White, ResumesCentre appointed web designer, had this to say on the matter of CTAs: "I always try to place our calls to action on predominant landing page positions. In doing so, I hope to raise the conversion rates by tugging at the heartstrings of each individual visitor. So far, I think that this UX philosophy works well."
Judging by the placement of predominant CTA elements on his landing page, it's quite clear that he was going for a personal and empathic approach to his site's clients. No matter where you choose to place them, calls to action can effectively seal any prior messages which you may have established in regards to your product's functionality, features and end-users benefit from using it.
Continued UX iteration (Conclusion)
Once your UX writing improvements are in place, you should be on the lookout for critical feedback and upgrade opportunities. You can never be certain of your product design solutions as the market trends change with time. Engage your audiences and ask them about their experience with your products.
Use their testimonials, reviews and comments to further iterate new design solutions and UX writing improvements. A continued growth is one of the best things you can do to appease the public and keep your product fresh for the foreseeable future.
This is a guest post by James Scott. James is an independent blogger and professional marketer. He is passionate about professional and agile team management. Even the smallest member of the team can change everything, so a wise manager should do their best to deliver the best working experience for everyone.