Communicate with Users Like They’re People

Whoa!

You f*&%ed something up.

This is how many companies’ in-site messaging translates to users who are unfamiliar with the terminology. Why do companies spend thousands of dollars on social media management to be the voice of their brand while simultaneously allowing the literal voice within their products remain so stoic?

Web Developers as people are not inherently bad (per say — I should know, I live with one [👋🏼 Marc!]). But with their noses in functions and as an inherently logical kind of people, they’re really not collectively known for their communication skills. Nor should they be. I know it sounds like a cheap shot at an old joke, but seriously, why are they still the most common interface copywriters when it really isn’t their role?! “Convenience” is no longer a good enough answer.

This is an actual alert. 😱

Using common language presents your users with clear instructions so they can easily determine how they would like to proceed. By combining clarity with action, your users can then follow the path of least resistance and confidently navigate their way through a digital space.

Slack is widely known for this.

Don’t know how to talk to people? Here are some quick and dirty tips:

• If your users have an account; use their name when you greet them. Using a person’s name when speaking to them evokes an emotional response, utilizing this helps to humanize your product.

Digit.co does a good example of this.

• Don’t patronize your audience. The quickest way to make your users feel like idiots is to treat them like one. Whatever the statement refers to, say it aloud to yourself and think about how you’d feel if someone were speaking it to you.
• Keep it succinct. That doesn’t mean you should forgo clarity and try to make it the shortest sentence possible. Just trim the fat while still getting your point across.

This is a great example from macOS Human Interface Guidelines.

• Limit technical jargon. This isn’t the time for you to show off how smart you can sound. Consider your audience. Will this make sense to them? All of them? Pretend you’re telling this to a friend who works in a different industry. It’s funny how imagining a face can really help change your tone.

Facebook Events selection buttons now contain humanist language.

• Limit branded jargon. This one’s kind of tough to pull off at times. A lot of companies love to create fluffy terms that are unique to themselves. The problem is that they’re often so unique that they lose all meaning. If it’s possible to use known terms and phrases, please do.

We live in a world now where efficiency is King. So it’s now more important than ever to clearly convey how they can successfully use your product. If your users can’t understand what you’re trying to tell them, they may just quit and never come back. So please be kind to your users and remember: users are people, too