Golden Rules For UX Writing

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✅ Always write with respect, for people as smart as you.
✅ Write mobile-first: short, plain language, bite-sized chunks.
✅ Decide what to say, then find the shortest way to say it.
🚫 Avoid long buttons: use 2–4 words, max. 25 characters.
🚫 Avoid long links: at least 8 chars, max. 8 words (55 chars).

✅ Use sentence case by default, Title Case only for headings.
✅ Use progress anchors for long forms: “Next: Payment details”.
🚫 Don’t use placeholders as replacement for labels or hints.
🚫 Don’t hide critical details or guidelines behind a tooltip.
🚫 Don’t hide frequently used filters/nav behind a button.

✅ Front-load keywords in headings and text summary.
✅ Make people hunt for destructive buttons to avoid mistakes.
✅ Leave room for translation. Expect your text to grow by 40%.
🚫 Avoid more than 20 words/sentence, 50 words/paragraph.
🚫 Never mix 2+ type treatments (color, bold, indents, italic).

Good writing is an incredible opportunity. Not only to help people get work done faster and with confidence, but also to build a strong and lasting relationships. To be charming when users get started. To help without a fuss when things go wrong. To show respect and sincerity, but also understanding and care when it’s needed.

One little technique that has helped me is to imagine a real person speaking to the customer before I choose words to communicate something to them.

I think about how they speak — from voice and tone to speed and intonation. How casual or formal they are dressed. What their personality is. And, most importantly, what traits, values, beliefs and principles they uphold. A product then needs to match that personality, and adapt tone based on user’s context.

Once we have it, we write down all the questions users might have. We re-arrange them in order of importance and severity. We decide what to say, and find the shortest way to say it. And then we test, by reading out a piece of content loud. And if it doesn’t sound right, it doesn’t read right either.

✤ Content Design in Design Systems

Atlassian: https://lnkd.in/eGpzQqm4
Amplitude: https://lnkd.in/eaB85T7n 👍
DHL: https://lnkd.in/eF494fkT 👍
Duolingo: https://lnkd.in/egCSX9At
Girlguiding: https://lnkd.in/eZ8zMyC3 👍
Gov.uk: https://lnkd.in/ekRadXad
Intuit: https://lnkd.in/eGyBUrZ2 👍
JSTOR: https://lnkd.in/eAnyrtcu 👍
MetLife: https://lnkd.in/evVE8sqf
Progressive’s: https://lnkd.in/evx_8bzY 👍
Shopify: https://lnkd.in/eAKgEHNW
Skrill: https://lnkd.in/e2HGTq4q 👍
Zendesk: https://lnkd.in/euxijT5m 👍
Wise: https://lnkd.in/eWk-Mvf9

✤ Books

– Strategic Writing for UX, by Torrey Podmajersky
– Content Design, by Sarah Winters
– Nicely Said, by Nicole Fenton, Kate Kiefer Lee
– Everybody Writes, by Ann Handley
– Conversational Design by Erika Hall
– Writing Is Designing, by Michael Metts, Andy Welfle ✏️

✤ Useful sources and resources:

Golden Rules of UX Writing, by Andrew Tipp
https://lnkd.in/eBAu8BkA

Writing Guides, by Nick DiLallo
↳ Respect: https://lnkd.in/enNH9pJY
↳ Guidelines: https://lnkd.in/edwTaKcQ
↳ Inclusive design: https://lnkd.in/eY9A4gYa
↳ Advanced techniques: https://lnkd.in/edwTaKcQ

Guide to Content Testing, by Intuit
https://lnkd.in/ewZSVT3i

UX Writing and Content Design Library
https://lnkd.in/ecvp3kDY

Plain Language Guidelines
https://lnkd.in/eV2sxSyJ

Content Testing Guidelines, by Intuit
https://lnkd.in/ewZSVT3i

Voice and Tone In UX Writing (+ PDF Worksheets)
https://lnkd.in/e6r4cC8Y

How To Write Better To Help People Read, by yours truly
https://www.linkedin.com/posts/vitalyfriedman_ux-writing-activity-7254388840751149056-OYpP

Most importantly, we need to say what matters, and don’t say what doesn’t matter. So whenever possible, delete as much as you can — but not too much. It’s the easiest way to improve clarity and simplify.

Happy writing, everyone! 🎉🥳