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  What is UX Writing? Let's start from the definition: User Experience Writing is the design of small texts of digital interfaces that guide the user through navigation. It is not copywriting: the UX Writer does not write to convince, magnify or sell, but to direct, to accompany the user journey. If UX Writing is done well, it has great implications on a commercial and brand level. A famous example is the one reported by Google's UX Writing team at Google I/O 2017: changing microcopy from “Book a room” to “Check Availability” (“check availability”), the search engine achieved a 17% increase in engagement rate! Increase in Google engagement rate following microcopy change How is it done? To improve the quality of microtexts it is useful to use a three-part process: project analysis, target analysis and content design.

  The user journey is studied, i.e. the journey taken by the user wit Austria WhatsApp Number List hin the site: which parts he reads, where he clicks, where he goes back, etc.; a buyer persona is created, i.e. a profile that represents the typical user: who is he? how old is he? What experience do you have with the web? What device do you use? etc.; at targeted points of the user journey, microtexts are designed and we try to empathize with the user: at this point on the site what information does he need? How can I write it in a way that reaches the goal? Some rules for improvement The UX Writer has general rules at his disposal that can help him in the design of these texts.




  An excellent book that explains the topic very well and gives very valid advice is: "UX Writing, micro texts, macro impacts" by Serena Giust, from which some of the following rules are taken. A UX Writer in his work should create texts: clear: use simple words and verbs and prefer the active form to the passive one; with natural and informative language: avoid technical words or, if they are necessary, accompany them with a simpler and more natural description; targeted and convincing: each microtext must be functional to its context and convince through "tricks of the trade" (some of these "tricks" can be found in our article on what drives us to say yes); synthetic: paraphrasing Steve Krug from the usability book “Don't make me think!” you need to omit useless words and therefore get rid of as many words as possible (Krug was more drastic and spoke more generally about entire web pages: in these, due to "Krug's third law on usability" he writes to get rid of half the words of each page and then get rid of the remaining halves).