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There is a significant competition for attention and dedication of the users going on at this very moment.
However, not every product manages to get through, establish itself and remain relevant for a long time.
It is caused by a variety of factors, but one of the biggest and most biting of them is probably user experience issues.
You might think that UX troubles is a non-issue in a grand scheme of things in comparison with such things as business model, long-term strategy, flexibility or anything purely technical, but it is not exactly true.
User experience is crucial when it comes to establishing the product on the market and engaging users.
You just can’t pull it off without it. This is especially apparent with e-commerce UX design.
One of the biggest elements that is usually omitted from the user experience conversations is UX writing.
And it is a great shame, because a significant share of all user experience troubles comes from the writing and lack in its adequacy.
How UX writing affects the product success?
Accessibility is one of the top priorities for any kind of product.
If it is hard to use and there is no reason why it should not be easier to use — there is no point in developing a product in the first place. Because there is always an alternative to the dense, confusing bimbo.
Texts are no different in that regard. They can be long and winding and explain the cause of the peculiarity of the minuscule detail to an atomic tee, but it doesn’t mean that they will be actually useful for the user.
Because users don’t want to spend more time on reading stuff. They want to get to the point and move on with their business.
UX approach is exactly about that — deliver the goods and don’t mess around.
How to make an effective UX Writing?
User-oriented style
There is no being more important for an app than the user. If the user is for some reason unable to get through the dense verbosity of the buttons, descriptions and notifications — it is a tragedy.
Because of that, every bit of writing in the app must be accessible to the user. In order to make it as adapted as possible — you just need to perform an audience research.
This will help you to understand what kind of verbiage to use and whether it is possible to play with it.
Keep it simple
Another big issue with UX writing is that it all too often resorts to programming mumbo jumbo in order to stay condensed.
While it is a logical step from a certain perspective — most of the users are not sophisticated in technical terminology. It may only scare them off the app.
Because of that it is reasonable to avoid any semblance of mumbo jumbo in the descriptions.
Good piece of UX writing is written in plain language and leaves no question behind.
Precise verbiage
One of the most common problems occurring in the realm of user experience is confusing or misleading language used to explain how's, what's and how's of an apps' operation.
The aftermath of confusion is usually an irritation, and that is not the thing you want someone to experience.
Sure, there might be a rightful reason to get purple in the explanation, but it is not totally worth it, considering the consequences.
The thing with the texts in application can be described in a words John Carmack said regarding plot in video games — it must be there, but it is not the main event.
The text must describe the thing in a precise and condensed way, and no other way.
Keep it in mind, the next time you will go broad way on how to finalize the purchase.
Cross Lingual Accessibility
The world is tied in a tight knot of connections in every thinkable area of human existence.
However, despite claims of having a universal language in the form of English — it is obvious that there many people who don’t know it on an acceptable level. Thus, localization is still a relevant thing.
On the other hand, localization is another step towards non-English target audience in order to increase the engagement and show that you care about language-specific audience segments.
But there is one thing that is often omitted — words that describe concepts doesn’t always match the sizes, and that is a considerable design challenge.
Not only you need to translate a load of text, but you need to fit it into an existing design without breaking it.
Keep the consistency of the presentation
What can be more irritating than one thing described in a variety of ways just because verbosity is cool? Falling off a cliff, probably, but this thing is just like that in the user's head when faced with inconsistent descriptions.
There are concepts you can call in a variety of ways, such as “sign in” or “register”. But then there are some that must be called only one thing and nothing else, such as “Share”.
Ignoring this is playing up to the confusion, which will drastically lower the retention rate of an app.
Explain what is necessary
One of the most common misconceptions about UX writing is that it must be dumb simple and explain everything to the user as if he was five-year old challenged entity.
Even though it makes no sense, the myth persists despite the stink.
In reality — users are smart enough to get the obvious things on their own.
The thing is — you need to explain what needs to be explained and nothing else. For the newcomers — you can include a tour where every element will be sorted out in an organized presentation.
Conclusion
With all this being said, it is important to remember that no UX writing can help an app if it is not exactly useful in the first place.
With these things in my mind you will be able to construct an effective set of texts that will cover the entirety of user experience.
Starting with onboarding and going through navigation, notification and other stages to the delivering the result — it will be an experience that will make the user come back for more.
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