4 examples of good UX writing
Photo by Karolina Grabowska from PexelsAs mentioned in previous posts, good UX copy can be measured by writing clear, concise, useful, helpful, usable, and accessible content.
In this post, I rate different UX writing examples based on these criteria to help startups large and small pinpoint what good UX writing can look like and how to make their own UX copy more effective.
As a refresher, here’s how I define each attribute:
Clear
Clear UX copy is jargon-free and offers context. It’s:
Easy to understand
Easy to scan
Obvious
Unambiguous
Leave no doubt
Can’t be misinterpreted
Concise
Concise UX copy is economical and front-loaded. It:
Cuts filler words and phrases
Uses progressive disclosure
Avoids passive voice
Avoids hyperbole
Uses the shortest form of a word
Useful
Useful UX copy points to the next action. It:
Offers context to help people make decisions
Writes a path for every direction
Understands people in all their possible states
Helpful
Helpful UX copy makes experiences hassle-free. It:
Answers any and all questions that could come up
Surfaces the right information at the right time
Uncovers what context is *actually* helpful
Translates the value of facts for the user
Usable
Usable UX copy is the baseline for solid engagement. It:
Doesn’t make someone think about how a product works
Offers no distractions throughout an experience
Makes completing tasks is easy and intuitive
Has a low cognitive load
Accessible
Accessible UX copy ensures everyone’s included. It:
Avoids words like ‘click’ and ‘view’ so you don’t make assumptions about how someone is navigating a product
Uses text instead of images with words on them
Orders UI elements so information and instruction come before action
Doesn’t rely on visuals to convey information
Writes descriptive, clear calls-to-action
Let’s dive in.
Apple: ‘Stay Dry’ notifications
Clear: ⭐️⭐️⭐️⭐️⭐️
Concise: ⭐️⭐️⭐️⭐️⭐️
Useful: ⭐️⭐️⭐️⭐️⭐️
Helpful: ⭐️⭐️⭐️⭐️⭐️
Usable: ⭐️⭐️⭐️⭐️⭐️
Accessible: ⭐️⭐️⭐️⭐️⭐️
Not only are Apple’s ‘Stay Dry’ notifications a helpful product, but the UX writing is also spot on.
No one wants to get stuck in the rain, and the headline ‘Stay Dry’ impressively wraps up the value in two words. Also, the UX writer expertly flipped the negative thought of “I don’t want to get stuck in the rain” to a more positive, action-oriented headline “Stay Dry.”
Someone can read the header and CTA and also know exactly what the prompt is offering and what to do next. If you want more context, the body copy is there, but it’s optional to understand the experience.
Slack: ‘Slack Connect’ prompt
Clear: ⭐️⭐️⭐️⭐️
Concise: ⭐️⭐️⭐️⭐️
Useful: ⭐️⭐️⭐️⭐️⭐️
Helpful: ⭐️⭐️⭐️⭐️⭐️
Usable: ⭐️⭐️⭐️⭐️⭐️
Accessible: ⭐️⭐️⭐️⭐️⭐️
What I love about Slack’s Slack Connect prompt is the UX writer found a way to explain a complex concept in simple terms. They distilled the many possibilities the feature brings about into ‘Message anyone,’ consolidating the many interpretations.
In addition, the prompt takes advantage of the “onion” approach — sharing one layer of information at a time to lower the cognitive load. The content on the prompt is all one needs to know to decide if they want more information — no more, no less.
Similar to Apple’s ‘Stay Dry’ notifications, in this prompt, you can read the headline and CTA and know what action comes next if you want to move forward.
One area where the prompt could improve is in its use of ‘pleasant.’ ‘Pleasant’ is a bit vague, and the line also assumes it’s pleasant working with one’s existing team.
Greg: ‘Watering Day’ screen
Clear: ⭐️⭐️⭐️⭐️⭐️
Concise: ⭐️⭐️⭐️⭐️
Useful: ⭐️⭐️⭐️⭐️⭐️
Helpful: ⭐️⭐️⭐️⭐️⭐️
Usable: ⭐️⭐️⭐️⭐️⭐️
Accessible: ⭐️⭐️⭐️⭐️⭐️
Greg is an app that makes plant care simple. One of their core features is watering reminders.
On the app’s home screen, the first piece of content you see is how many plants are ready for watering. Since this is a key value of Greg, frontloading one’s steps for the day is a helpful way to architect a product.
The content is concise, uncovering a way to deliver the message that 5 plants need to be watered in just a headline and a button. Not to mention, just the headline and button answer any questions that could come up.
One area of improvement for the content would be to remove the ‘Watering Day’ eyebrow. If every day is a watering day, it loses its meaning. Also, I think the content makes sense without it, so it’s an opportunity to make the experience more streamlined.
Spotify: ‘Top artists this month’ label
Clear: ⭐️⭐️⭐️⭐️
Concise: ⭐️⭐️⭐️⭐️⭐️
Useful: ⭐️⭐️⭐️⭐️⭐️
Helpful: ⭐️⭐️⭐️⭐️⭐️
Usable: ⭐️⭐️⭐️⭐️⭐️
Accessible: ⭐️⭐️⭐️⭐️⭐️
I chose to showcase this example of good UX writing from Spotify for two reasons: ‘This month’ and ‘Only visible to you.’
‘This month’ succinctly defines how I should frame the content in my head. By knowing it represents one month, I understand this list is dynamic and represents my monthly mood.
‘Only visible to you’ is a helpful bit of microcopy that eases any worry that your new beau would find out you’re a Justin Beiber fan (although, I think he’s cool now?) Offering this bit of context answered any questions that could come up and wrote a path for every direction.
One area to improve is to be more descriptive as to what ‘Top’ means. Does it mean my most listened to? Favorites? Most famous people I listen to the most?
Additionally, ‘See’ in the CTA excludes those who can’t see and might be using a screen reader.
As a disclaimer, I have no insight into the analytics of the content presented, and my analysis is based on my knowledge of UX writing best practices learned from years of experience consulting for companies ranging from Netflix to Opendoor.
Take a moment this week and see if the content in your product lives up to these examples. A content audit is a great way to get started.
