UX writing is becoming more and more important when it comes to creating amazing products and services. Most people think that UX writing is all about creating a good experience for the user, but it’s actually much more than that - UX writing is also about creating content that will impact user behaviour. Using scientific theories as a foundation, we can adapt our UX writing to incite certain actions and behaviours in our users, without the user even realising.
User behaviour comes under the umbrella of behavioural psychology; understanding how behaviours are influenced by interactions with their surrounding environment. If behaviour is essentially a response to surrounding stimuli, then we can adapt the surrounding stimuli to incite a certain response.
UX WRITING IS ALL ABOUT MAKING IT EASIER FOR A USER TO CARRY OUT A DESIRED ACTION FOR THE COMPANY
This can be to buy their product or service, to sign up to their newsletter, to follow their social media platforms etc.
MOTIVATION, ABILITY AND PROMPT
One of the most popular behavioural psychology models is used in UX writing in order to incite certain user behaviours. The Fogg Behaviour Model shows us that there are three variables needed to cause an action or behaviour - motivation, ability and prompt. The higher these variables are rated, the easier it is for someone to carry out a certain action/behaviour.
So, in theory, UX writing is successful if it can master these three aspects, thus making it easier for our user to carry out our desired action!
Let’s investigate which UX writing practices apply to these aspects:
This is about the UX writing giving users the resources they need to want to carry out your desired action. UX writing here should provide users with the inspiration and incentive they need to make that action seem worthwhile!
This is essentially giving your users the easiest route to carry out your desired action. This is usually in the form of clear, concise instructions, showing users the simplicity of the action, and demonstrating it’s attainability.
This final aspect is giving the users a little push! A bit of encouragement goes a long way! The most effective form of UX writing, in this case, is using strong Call To Actions (usually alongside large, bright buttons), drawing the users in and inciting them to action.
Let’s see this in action!
Example: Your aim for a page on your website is to get users to sign up to your weekly newsletter.
Motivation: Includes a brief paragraph of its current success and what specific values it can bring to users. Also includes bullet points as a glimpse of some of the great content they will be able to receive.
Ability: Provides an online form with clear instructions of how they can sign up, using concise fields asking for their name and email address.
Prompt: - Uses a large, orange button with a CTA, confirming their details and finalising the action.
UX writing brings together a perfect blend of creativity and science to become one of the most powerful tools today. It's close link to psychology allows us to enter the minds of our users so that we can identify and change the user journey in an undetectable way, whilst maintaining an effortless digital experience.