¿Cómo puedes asegurarte de que tu redacción de UX sea coherente en los diferentes productos?

Defining a consistent voice and tone for UX writing across different products is crucial for creating a cohesive and recognizable brand identity. Here are some steps to help you achieve this: Understand Your Brand: Start by understanding your brand's values, personality, and target audience. Create a Brand Voice Guide: Develop a brand voice guide that outlines your brand's voice and tone. Consistency Across Products: Ensure that the voice and tone are consistent across all your products. in conclusion, By understanding your brand, creating a voice guide, and ensuring consistency across products, you can build trust and loyalty with users, making your brand more memorable.

The tone of your voice speaks volume, especially in UX writing. An ordinary "Welcome" sounds different from "Welcome, Mercy", which also sounds different from "it's good to have you back, Mercy". As a designer, my UX writing skill allows me to always think of how my prompts sound in the ears (or eyes) of my users. So I make sure it's as relaxing and welcoming as possible.

A consistência é essencial para que a pessoa usuária perceba o produto como algo unitário, com uma só voz. Embora cada canal tenha características intrínsecas – uma FAQ tem caráter informativo, um e-mail de lançamento de campanha tem perfil publicitário, por exemplo, – a voz precisa traduzir a personalidade da marca, de acordo com os tons das mensagens. A criação de um guia de redação contribuí para a definição de padrões e diretrizes a serem seguidas em cada canal. O alinhamento com áreas de interface que também falam na voz da marca, como Marketing e CX, é importante para garantir a consistência. A comunicação entre times deve ser eficiente.

Encourage writers and designers to immerse themselves in the voice and tone guidelines through workshops and regular review sessions. This collaborative approach helps maintain a unified brand voice across all products. Example: Slack's UX writing exemplifies this well. Despite its vast array of features, from messaging to integration alerts, Slack maintains a conversational yet professional tone throughout. Their use of friendly, direct language in onboarding guides and even in error messages creates a cohesive user experience that feels distinctly "Slack," demonstrating effective voice and tone consistency.

Begin by creating a comprehensive style guide that specifies the desired voice, tone, terminology, and format standards. This guide should serve as a central reference point for your team, ensuring that everyone is on the same page, and should be regularly revised to remain current.

establish a Glossary: Create a glossary of terms that define the common language used in your products. This should include definitions and examples of how terms are used. Use Design Systems: Design systems help maintain consistency in design and language across products. They often include guidelines for terminology, as well as reusable components and patterns. Create Templates: Use templates for common UI elements such as buttons, forms, and notifications. This helps ensure consistency in language and design. Review and Update Regularly: Regularly review and update your glossary, and design systems. By following these steps, you can use common terminology and patterns to maintain consistency in your UX writing across different products.

One thing that has helped in ensuring common terminology is identifying common elements across key journeys and products, creating a proper and detailed documentation which ensures that even a new writer can easily understand the words to use. Eventually, a good product glossary, documenting the key components with visuals and eventually creating a content guide can ensure consistency across products.

Leveraging user feedback is pivotal for maintaining UX writing consistency. Regularly gathering and analyzing user insights can highlight where terminology or patterns may be unclear or inconsistent. Implementing changes based on user feedback ensures language remains user-friendly across all interfaces. For example, Airbnb utilizes consistent terminology and design patterns, making it easy for users to navigate and understand various sections, from booking accommodations to experiences. By standardizing terms like "Become a Host" across its platform, Airbnb enhances user understanding and experience.

One way to maintain consistency in UX writing is to create a central document outlining your company's voice and tone, specific terminology for features and actions, and formatting guidelines. This serves as a reference point for all UX writers, so that whether one or multiple persons are writing the UX copy, they'll all speak in the same tone.

One thing that me and my team usually do before the start of a new project is to follow the content guidelines, all the standards that are finalised, including edge cases and error scenarios. Once content suggestions are in place, we do a quick audit to check for any deviations from the guidelines and standards.

Incorporating A/B testing is a strategic approach to refine UX writing across products. By comparing different versions of text for the same feature or message, you can directly see which variant resonates more with users. This data-driven method not only enhances consistency but also optimizes user engagement and conversion rates.

Utilize ferramentas para detectar possíveis ruídos na comunicação e conduza testes nesses conteúdos problemáticos. Busque novas perspectivas e soluções para esses problemas com o auxílio do seu público-alvo. Se não tiver acesso direto a esse público, também é possível realizar testes com pessoas que possam avaliar a experiência e oferecer insights valiosos, mesmo que não sejam o público ideal para análise.

Collaborate with Your Team: Work closely with other UX writers, designers, developers, and stakeholders. Align Goals and Standards: Ensure everyone is on the same page regarding UX writing goals, standards, and processes. Use Tools for Collaboration: Utilize tools like content audits, content briefs, and content reviews to share strategy, requirements, and feedback. Educate Your Team: Provide training and resources to help your team understand the importance of using common terminology and patterns, and how to implement them effectively. Utilize Content Management Systems: Use CMS, version control, and collaboration platforms to manage and update UX writing across products.

After months of studying UX writing materials, I think it is beneficial to read some content from other sources like literature or comics. Your brain can start to gain new ideas or rework the old ones after he switches drastically the direction of work 🧠 Anyway, you can return to learn UX writing professionally after such a refreshing procedure with a new portion of motivation and energy.

Aqui é interessante contar com a ajuda da comunidade para buscar referências de como resolver um problema parecido com o seu. É como fazer um benchmarking, focado em conteúdo. É possível buscar cases e se inspirar em referências que podem te ajudar a trazer uma solução para o que você precisa. Às vezes, uma única palavra pode ser o que você precisava para engajar ou ter a conversão que precisava. Há casos em que trocar a palavra "Login" (em inglês) por "Acesse" (em português) pode ser fundamental para ter um bom número de conversão e menos pessoas sobrecarregando o seu atendimento/suporte.

No processo de escrita e produção de conteúdos para apps, chatbots, sites e qualquer outro serviço ou sistema, os ritos de crítica de design são valiosos. Apresente seu conteúdo para as pessoas envolvidas no projeto e confira se o que foi escrito está alinhado ao objetivo da jornada e expectativas do negócio. Nunca deixe de consultar as pessoas especialistas na empresa e, se sua equipe é composta por um time de designers de conteúdo, faça a apresentação do seu trabalho e colete as opiniões e apontamentos para refinar os textos antes da entrega final. Afinal, design é um trabalho essencialmente colaborativo e a escrita de UX não pode ser feita de outra forma.

I also download apps and go through them just to learn how to sound more natural, convincing and welcoming. I might not be a full-time UX writer but I understand how important it is in UX design. I sometimes ask my friends how some certain prompts sound as a user and the feedback is always something I look forward to.

Document everything well. The role of a UX writer isn't as much to write copy as it is to manage how copy is written. The key to UX is predictability and you can only offer that by being consistent. In addition to a comprehensive style guide, I recommend creating a glossary, a terminology catalog where you define the verbs associated with glossary terms, and a listing of standard buttons and messages.

An additional thing to consider is using Content Templates. It's ideal to create a standardised templates for common content types like error messages, tooltips, onboarding instructions, CTAs etc. Such templates ensure uniformity in structure and language. Also, establish a content governance function with your fellow UX writers. It can include regular audit, identifying & documenting new use cases and scenarios, breaking content in to components.

Educate stakeholders, uncluding PMs and executives, about the importance cinsistent UX writing. Demonstrating it's impact on user experience can evoke support and commitment to maintaining consistensy.