Content basics

The content is the product

Users don’t treat words and information as separate from the experience. The content shapes interactions and drives action, it is the product. 

What do we mean when we say content design? 

Content design is interaction design, the interface is a document. Yes there is UX writing or microcopy, but it’s also:

• information architecture
• strategic thinking
• systems thinking
• content hierarchy
• tone of voice 
• visual elements

Content design ≠ copywriting

Copywriting compels users to perform an action (usually marketing-related) whereas the function of content design is to allow users to easily and clearly navigate services and complete tasks. 

Content design also starts with user needs. Writing is thinking; just like UI design, every finished sentence is a distillation of consideration, data, workshops and research. Learn more about the difference between content design and copywriting. 

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Conversational and plain language

Plain language

Plain language is a tool that makes it easier for a wider range of users to interact with a product. It reduces cognitive load, letting users focus on completing a task rather than decoding content. 
Those who can benefit from plain language include: 

• neurodivergent people 
• users with cognitive disabilities
• users with English is a second language
• dyslexic users
• temporary impairments such as tiredness, anxiety 
• screen reader users

Plain language is: 

• straight-forward
• concise 
• low reading age
• uses simple phrasing
• doesn’t contain jargon

Conversational language

Once you have a foundation of plain language, you can help to build trust in UI flows by using conversational language. Used well, conversational language can be a powerful tool.

How to write conversationally

Conversational language is informal, human-sounding phrasing, which when peppered into a UI flow can build trust and reduce anxiety in complex tasks. It isn’t overly friendly or familiar, this is still a professional and respectful tone but there is a bit of warmth.

How to use it

Conversational language isn’t meant to be used across the board. Use it solely where you might want to create a moment of connection, such as the start of a flow or an important action. It can also be used to de-escalate potentially stressful interactions, such as error messages or debt-related UI.

 

Content needs to be SCCU

Internet users don’t read, they scan.

Scannable 

Structured in a way that users can easily skim-read
Well-structured content reduces cognitive load which is an accessibility requirement. 

Consider information hierarchy
Can someone understand the content by reading only headers and CTAs?
Could a list work better than a paragraph?
Is the most important information at the top? 

In practice:

• chunk out any paragraphs of text
• always insert headers, subheaders
• bullet points
• start sentences with verbs where possible
• front-load sentences with information

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Clear 

Simple, conversational language
Speak like a human. Conversational copy creates connection and empathy with the user. It isn’t:

• overly chatty
• informal
• familiar

If you have to use jargon then explain it and use descriptive headers.

Capturing a human-sounding tone can be tricky. It’s a moment to connect with the user in a clear and empathetic way. For example:

In A/B tests on this particular flow, the two more contextual CTAs performed better than the more generic ones.

Overly chatty is also more focused on the ‘we’ than the user:

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Concise

Keep it brief
Try to get the message across in as few words as possible. Keep sentences to 50-75 characters max. This helps readability levels which is also an accessibility requirement. 
Stick to one idea per sentence. 

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Useful

Content is always in service of the user
No waffle, no fluff, just useful information. Use progressive disclosure to serve the right information at the right time. 
Focus on the ‘you’. Users don’t care about OVO they just want to do the thing they came to the site/app for.