Words have power. In UX writing, they shape how users interact with your product, influencing everything from comprehension to trust. But our language is riddled with biases, reflecting the subconscious assumptions we hold. These biases can creep into UX writing, creating barriers for certain user groups. The result? A frustrated user experience and a lost customer.
So, let's explore some common biases and how to overcome them, ensuring a truly inclusive user experience.
Imagine a world where your app alienates half its potential users because the writing is confusing, gendered, or downright offensive. Biased UX writing can lead to:
1. Lower conversion rates: Confused users are unlikely to convert, meaning fewer sign-ups, purchases, or desired actions.
2. Negative reviews: Frustrated users take their complaints public, damaging your app's reputation.
3. Higher support costs: Unclear instructions lead to a surge in customer support inquiries.
4. Limited market reach: Excluding specific demographics shrinks your potential user base.
By eliminating bias and crafting clear, inclusive UX writing, you can:
1. Increase user satisfaction: Clear, respectful language creates a positive user experience, keeping people engaged.
2. Boost brand reputation: Inclusive design demonstrates your commitment to a diverse user base.
3. Expand your market reach: A wider range of users can understand and benefit from your app.
4. Improve conversion rates: Clear calls to action and easy-to-follow instructions lead to more users taking the desired actions.
Avoid assuming a user's gender. Ditch generic terms like "businessman" and "salesman." Use neutral terms like "professional" or "account manager."
Example:
- Biased: "Select your username, Mr./Ms."
- More Inclusive: "Choose your username."
How to Overcome Gender Bias:
- Constantly questioning our thoughts and hypotheses. ("Do I only use male-centric terms by default?")
- Listening carefully and empathetically to the views of others. ("What language would my female users prefer?")
- Seeking out diverse perspectives throughout our creative process. (Run usability tests with a gender-balanced group)
Be mindful of cultural references, idioms, or humor that might not translate universally. Icons and visuals should also be culturally sensitive.
Example:
- Biased: Using a thumbs-up icon to signify approval (might be offensive in some cultures).
- More Inclusive: Use more universally understood icons like check marks.
How to Overcome Cultural Bias:
- Research common cultural sensitivities in your target markets.
- Test your UX writing with users from diverse backgrounds.
- Avoid idioms, humor, or references that might not translate well.
Don't use language that alienates younger or older users. Avoid outdated slang or overly technical jargon.
Example:
- Biased: "Don't be a newbie! Learn the basics first."
- More Inclusive: "New to the platform? We have a helpful guide to get you started."
How to Overcome Age Bias:
- Test your writing with users from different age groups.
- Avoid assuming younger users need "kid-friendly" language, and avoid complex terms for older users.
- Write in a clear and concise manner that anyone can understand.
Write for users with diverse abilities. Use clear and concise language. Include alt text for images and transcripts for videos.
Example:
- Biased: "Click the red button to proceed." (Doesn't consider users with visual impairments).
- More Inclusive: "Press the 'Continue' button to move forward." (Clear and descriptive)
How to Overcome Ability Bias:
- Use screen readers to test your UX writing for accessibility.
- Include alt text that accurately describes images.
- Provide captions or transcripts for videos and audio content.
Avoid assuming a user's financial situation. Don't frame features as exclusive or expensive.
Example:
- Biased: "Upgrade to our premium plan for the ultimate experience!" (might alienate budget-conscious users).
- More Inclusive: "Unlock even more features with our Pro plan." (Focuses on value without exclusivity).
How to Overcome Economic Bias:
- Focus on the value proposition of your features, not just the cost.
- Offer free trials or freemium options to make your app accessible to budget-conscious users.
- Avoid language that implies certain features are only for the "elite."
Use clear and concise language. Avoid overly complex sentence structures or jargon.
Example:
- Biased: "The aforementioned functionalities will synergize to achieve optimal outcomes."
- More Inclusive: "These features work together to give you the best results." (Simpler and easier to understand)
How to Overcome Language Complexity Bias:
- Imagine you're explaining your app to your grandparents. Would they understand the words you're using?
- Break down complex concepts into simpler steps.
- Use active voice and avoid overly technical terms.
- Read your writing aloud. Does it sound natural and easy to follow?
We tend to favor information that confirms our existing beliefs. Don't write error messages in a way that blames the user.
Example:
- Biased: "Wrong password! Try again."
- More Inclusive: "There seems to be an error with your password. Please try again."
How to Overcome Confirmation Bias:
- Focus on solutions, not accusations. ("There seems to be a problem. Can we help?")
- Offer clear instructions on how to fix the error.
- Test error messages with real users to see if they're helpful and clear.
Inclusive UX writing isn't just about political correctness, it's about smart business. By overcoming bias and crafting clear, welcoming language, you can create a user experience that resonates with a global audience. Remember, good UX writing isn't just about avoiding mistakes – it's about creating a seamless and positive experience for every single user, from the very first click.
