Introduction
UX writing: helping people complete tasks
Across our organisation, we create lots of content – from fund factsheets to social media posts. All of this should be simple, clear, and in our tone of voice.
When we talk about ‘UX writing’, we’re usually talking about helping users complete tasks, especially digitally. For example:
- Topping up a pension
- Adding a new workplace member
- Getting in touch with us
Many of the principles of good UX writing should apply to everything we write. But for task-oriented writing, there’s a stronger focus on keeping things short, simple, effective and inclusive, guided by research.
UX writing vs content design
You may hear both of these terms when people talk about writing for digital.
‘Content design’ is an approach: using research and best practice to create, test, and refine effective content, whether that’s a webpage, a phone script, a digital journey, a video, or something else.
‘UX writing’ is an output: written content that follows these principles to create a better user experience.
Digital and beyond
These guidelines are digital-first. But the same principles can and should extend into other touchpoints, such as letters, emails, and phone calls.
Words are part of the puzzle
Writing, design and the product or service itself all work together to shape the experiences we offer.
To put it another way: nice words can’t fix a broken journey. And even the best design won’t help if a product is confusing or unappealing to people.
3 things to remember
1. Words shape our user experience
Every time we interact with a customer, client, or adviser, we use words – whether it’s a letter, an email, a phone call, or a digital journey.
Words shape the experiences we offer.
UX writing is the art and science of getting those words right.
2. Simple language is better for everyone
18% of adults in England are functionally illiterate – and it’s similar in other parts of the UK.
Simple, clear writing can help us support millions more people.
This is good for everyone. Research shows even experts prefer clear, simple writing. So what works for a vulnerable customer also works for advisers, trustees, and other stakeholders.
3. Content first, research next
Content – what we want or need to say – should be the starting point for designing any journey.
Content is quick to draft, reorder, test, and change. This should be your default way of working, so you can:
- Rapidly and iteratively improve user experience
- See what does and doesn’t need to be
- Avoid designing and developing the wrong thing
- Put customer understanding at the heart of our business