Professional Documents
Culture Documents
@lmpcopywriter
UX writing and copywriting
• Similar, but a different purpose
— Copywriting is writing to sell
— UX writing is writing to inform
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Problem: how do you make software
human and relatable?
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https://www.nngroup.com/articles/ui-copy/
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Keep a beginner’s mind
Don’t assume the user knows anything
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What’s a beginner’s mind?
• We create new things all the time
— But we forget what it's like to be a new user.
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A note about user anxiety
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It helps to know how we read
• Our cognitive load (mental effort) increases 11% for every 100 words
• We prefer high frequency words over low frequency words (use forums to
discover audience vocabulary)
• We guess what words mean by the shape of them, it’s called a saccade
rhythm (use words readers can skip using their natural saccade rhythm)
After each saccade, our brain takes a snapshot and arranges the letters into words.
Those pauses are called fixations.
— Jost Hochuli, Detail in Typography
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Empathy v humour
Writing with flavour
@lmpcopywriter
— Slack — Trello — MailChimp
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Accessibility: writing with empathy
• Busy people
• Physical injuries
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github.com/
UKHomeOffice/posters
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microsoft.com/en-us/
accessibility
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http://actiondeafness.org.uk/product/deaf-awareness-posters/
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Brands play it safe with their humour, and not safe enough
with their empathy. If your writing is genuinely funny, go for it.
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Balancing empathy and humour
• Have a moment with the reader
— Use empathy to find when a user is having a moment, and be a part of it.
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— Andrew Schmidt, Slack
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Clients do this
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Working with designers
Your most important working relationship
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Because…
• You share the same problems
— “I need answers to this, this and this before I can start.”
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Most designers have never worked with a
writer. It’s down to us to get the ball rolling.
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How to work with designers
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Solving “the design or copy first” riddle 🤔
@lmpcopywriter
Design or copy first?
• Lead with copy first but don’t get ahead of yourself
— It frees up creativity for you and the designer. It gives writers freedom to write without
thinking of space and set the context for design.
• Work in sprints
— Agree on sprint stages to avoid disruptive changes in the final draft.
@lmpcopywriter
Done is better than perfect
@lmpcopywriter
Problem: how do you make software
human and relatable?
@lmpcopywriter
Answer: write honestly using simple
language
@lmpcopywriter
• Keep a beginner’s mind
— What’s obvious to you won’t be the same for your audience.
— Make your audience feel less anxious by using high frequency words.
@lmpcopywriter
UX copy tips
• Use specific verbs
— ‘Connect’ or ‘save’ are more meaningful than ‘set up’ or ‘manage’.
@lmpcopywriter
People to follow
Andrew Schmidt (senior product writer at Slack): https://www.andrewschmidt.net
Jared Spool (UX genius): https://www.uie.com @jmspool
Craig Wright (tech writer): https://straygoat.co.uk
Erika Hall (designer): https://muledesign.com @mulegirl
Caio Braga ([product designer) https://caioab.com @caioab
Paul Boag (UX expert): https://boagworld.com @boagworld
Links to click
Readability Guidelines: https://readabilityguidelines.myxwiki.org
Web Content Accessibility Guidelines: https://www.w3.org
Rules of Effective UX Writing: https://uxplanet.org/16-rules-of-effective-ux-writing-2a20cf85fdbf
The Unusable podcast: https://podcast.theunusable.com
Content Design London: http://contentdesign.london
Microsoft accessibility kit: https://docs.microsoft.com/en-gb/style-guide/welcome/
UK Home Office accessibility posters: https://github.com/UKHomeOffice/posters/blob/master/accessibility/
UX Collective: https://uxdesign.cc
UK disability facts and figures: http://www.craigabbott.co.uk/accessibility-is-not-an-edge-case
Cartoons by webcomicname.com
@lmpcopywriter
🙏 Thanks!
@lmpcopywriter
Web
lauramarieparker.com
Email
laura@lauramarieparker.com
Twitter
@lmpcopywriter
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