Writing for users

Write, evaluate and improve

1. Is it difficult to start writing?
   Yes
   No

   Think about the users

   Think about what information the users need to do their jobs. Help them make informed decisions without overexplaining or assigning blame. Write without thinking about perfecting it from the start. Then, take time to edit and rewrite.

   Relevant and informative

   We currently cannot handle your request because of a stability issue in one of our supporting systems. We are working on it. Try again later.

   Technical and meaningless

   The TUB Mainframe and FoamCore Cloud 3000 are experiencing some hiccups. We apologise for any inconvenience this might cause. Please try again later.

2. Did you write from the users’ perspective and situation?
   No
   Yes

   Be aware of perspective

   Varied meanings of a term can be confusing. Mybring users’ idea of “customer” is usually not themselves but their company’s customers. Another example is “Pickup Parcel”, where the customer’s customer picks up, and “Ordering new pickup”, where Posten Bring picks up.

   User perspective

   Your shipment is still at sender.

   Our perspective

   We have not received your shipment yet, only a prenotification about it.

3. Did you write with the total of the interface in mind?
   No
   Yes

   Be aware of context

   The entire interface communicates. Different elements signify what they are and what the user can do. While explaining processes and service logic can be useful, explaining functionality and the interface itself can be unnecessary or a sign that we should change it. Also, saying something is simple has never made it so.

   Context aware

   The shipment is booked, a confirmation has been emailed to you. Book another shipment.

   Context unaware

   The booking was successful. Click here or the link below to book another shipment. Link

4. Did you use the same words for the same thing?
   No
   Yes

   Write consistently

   Logistics terms and domain-related words we use repeatedly should be the same within and across texts and between interfaces and documentation. We communicate with clarity when we determine the correct terms and use them consistently. Common terms guide us to consistency.

   Consistent

   • The package has been collected at pickup address.
   • The package is on its way back to the sender.
   • The package has been delivered.

   Inconsistent

   • The parcel has been collected at pickup address.
   • The shipment is on its way back to the sender.
   • The package has been delivered.
5. Did you use complicated words, abbreviations or fillers?
   Yes, some
   No

   Pay attention to the words

   Be aware of Posten Bring terminology and abbreviations; don’t use unnecessarily complicated words. Avoid light-hearted jokes, cultural references, excessive positivity and pleasantries. A text is not a conversation; it needs to be clear and neither too human-like nor too formal.

   User-centred

   Additional services

   Internal

   VAS

6. Will the users need all the information you included?
   Maybe not
   Yes

   Edit to be short and precise

   Short sentences are easier to read. Clear language can prevent the user from making mistakes and feeling stupid. Avoid repetition, and notice what is already communicated in the flow. Tasks users do often need less explanation.

   Short

   Add shipment details to get a price estimate. The invoice will be based on measurements at the terminal.

   Wordy

   To see the price, you can add weight and dimentions to the shipment. This is optional, and you are billed based on the weight and dimensions at the terminal.

7. Did you write in a passive voice?
   Yes
   No

   Write in an active voice

   The active voice states who does what. It’s direct and makes it easier for the user to scan and be assertive. Passive voice isn’t necessarily wrong in all cases, but too much can be indirect, lengthy and confusing.

   Active

   Get more services

   Passive

   This is a link that leads to more information about our services

8. Did you use things like caps lock, bold, underline, colon or bullet points?
   Yes
   Not more than necessary

   We don’t need much formatting

   Effects intended to draw attention, such as exclamation marks, bold, italic and underlining, are unnecessary and can have the opposite effect because they affect the whole text. If everything stands out, nothing stands out. Bold is a structural tool reserved for headings and should never be inline. Interfaces rarely need italics or emphasis. Underline is reserved for links only.

   Do

   Good structure

   The heading makes it clear what the succeeding text is about.

   Don’t

   Emphasis:

   Emphasised words are just compensation for poor structure!
9. Have you tested your text?
   Not yet
   Yup!

   Proofread and test your text

   We are not always the best at evaluating our own text. Test it on users, colleagues or someone else. Ask open questions so as not to affect the results. And remember to proofread.

10. Go for launch!

    Further reading

    • Common terms
    • Writing information messages
    • Formatting
    • Try avoiding words in Kansellisten (NO).
    • Språkrådet’s writing tips (NO).
    • Spelling, punctuation and other rules: Korrekturavdelingen (NO).