Reference

Copywriting - Zendesk Brandland

Your primary goal when writing for Zendesk should be to communicate the company's mission, which is to improve the relationships between businesses and their customers. We use stories to do this. Stories allow us to put what we do into a format that sounds less like a list of buzzwords and more like a compelling narrative.

brandland.zendesk.com

Writing guidelines - Content - Atlassian Design System

Humans care about how products talk to them. Whether you look at giants like Google and Apple, or upstarts like Trello, GitHub, and Slack, these products all have a distinct voice, tone and personality. They engage us, manage to make us feel at home, capture our attention, and earn our loyalty.

atlassian.design

Voice and tone

Learn how to apply Shopify's voice and choose the right tone, no matter what product, feature, or app you're building. Shopify's voice is a reflection of who we are. We should always sound like Shopify. At the same time, some aspects of our personality might be more or less apparent, depending on the audience and their context.

polaris.shopify.com

Tone of Voice

"Future is an attitude" - this attitude also has an impact on the language. We think in visionary terms, using new technologies to achieve quality and sustainability, thereby always focusing on people. We use our language to bring visions to life and to highlight connections and opportunities.

www.audi.com

Articles about UX Writing

淺談使用者經驗寫作（上）：什麼是 UX writing

身為產品經理或設計師的你，是否常常給產品文案放上一個「晚點再做」的標籤，到最後只能在上線前靠著火燒眉毛的直覺跟經驗，寫下應該不會出事的文案，上線後有人跟你反應「有點看不懂」卻也不知道要怎麼修改⋯ 沒關係，讓 UX Writer 來幫你。 這是一個在職場上相對新穎的職位，一直以來類似的職稱還包括了 technical writer, content strategist, content designers 等。我常花很多時間跟親友或長輩解釋我在做什麼，通常最後都是「總之就是寫文案的」，很悲傷 🥲 但這也成為我寫文章的動力：不論是在設計網頁或手機應用程式，我希望有更多人可以看見文案及文案設計者的重要性。 UX Writer 顧名思義就是負責 UX writing（使用者經驗寫作，以下簡稱為 UX writing）的人。今天想先簡單介紹 UX writing 的基本概念，包括了： 什麼是 UX writing UX writing 為什麼重要 構成 UX writing 的元素有哪些 UX writing 寫作案例 先讓我們看一下聖經 Strategic Writing for UX 的定義： UX writing is the process of creating the words in user experiences (UX): the titles, buttons, labels, instructions, descriptions, notifications, warnings, and controls that people see.

geeks.snapask.co

淺談使用者經驗寫作（下）：開箱 UX writer 的工作內容

嗨嗨，上篇看完 L 編介紹 UX writing 的基本概念，讀者們是不是更暸解 UX writing 了呢？還沒看過上一篇的讀者別緊張，Ｖ編在這附上傳送門 👇 繼上篇文章後，本週Ｖ編想跟大家聊聊 UX writer 平時的工作內容有哪些、工作流程長怎樣、以及需要與誰合作。對於 UX writer 一職有興趣的夥伴們，讓我們繼續看下去吧！🤩 上次有讀者問到 UX writer 會在產品設計中的哪個階段開始參與？ V 編認為，理想狀況下，當然是越早參與討論越好！在 Snapask ，UX writer 會在設計師跟 PM 初步討論的 mockup 時，或是設計師在做 design critique 時參與會議；我們在這個階段的加入，不僅對於接下來要開發的功能，能有更全面的理解，也能提出一些從文案角度出發的建議，發現開發中的產品資訊架構（information architecture）、易用性（usability）、用戶流程（user flow）、或翻譯相關的問題，並且提出一些可以用文案就能解決的方法，這樣以來才不會遇到寫字串時或開發前，還一直找設計師改圖的情形。 通常在討論完幾天後，UX writer 會收到來自產品設計師修改過的 mockup (如上圖），這時 UX writer 並非立馬就狂熱地把字串填到設計稿裡；雖然對於 UX writer 來說，最終產出的成品是介面上的文字，但其實寫作僅是我們工作內容的一小部分。 下筆前，我們得扮演類似 UX designer 的角色，思考怎麼樣設計字串，才能為用戶創造流暢的體驗，並提升產品易用性；在這過程中，UX writer 經常會考慮到： 我們的「人物誌」是什麼？人物誌是 UX 圈用來描繪目標用戶的方法，透過研究，歸納出對於目標用戶的描述，包括年齡、職業、收入、國籍、文化背景、喜好、態度、科技成熟度、行為......

geeks.snapask.co

UX Writing - Part 1

UX Writing is about creating copy that helps users achieve a goal, complete a task. At the same time, it is also about taking into account the users' context, mental models, behavior, way of thinking / thought process, motivation and so on.

uxknowledgebase.com

UX Writing - Part 2

After covering the basics of UX Writing in the previous UX Knowledge Base Sketch, this time the sketch is about the two levels of UX Writing: first, create a quality content using writing guidelines, then define the brand's voice, design a voice and tone document, and add personality to the content.

uxknowledgebase.com

Words Shape Design

Writers should be deeply involved in product design Words shape design. Real words, not lorem ipsem, should form the ground-up basis for product design. Increasingly, the design community seems to take this truth to heart and has heartily paid lip service to the importance of "content" (words, the copy).

airbnb.design

Sketch

You may have spotted a UX writer in the wild before - flighty creatures that flutter between teams, dipping into spreadsheets, copy decks or design documents as they sing about title case, contractions and other... well, arcane topics.

www.sketch.com

Stories

Spotify Design are a cross-disciplinary product design community. We love to create great experiences and make meaningful connections between listeners and creators. Here is where we share what we do and how we do it.

spotify.design

5 UX writing principles to always keep in mind | DECODE

Knowing the right UX writing principles you'll manage to avoid a lot of pain in your app design. You could've created the greatest app known to man, but if the intended user can't use it easily it was all for nothing. Maybe you did put great care into design.

decode.agency

品牌書

Design Principles

・包容的 Accommodating

・靈活的 Lively

・直覺的 Intuitive

・一致的 Consistent

・富表現的 Expressive

架構 Draft：(先隨意丟)

1. Our voice and tone (品牌語氣)
1. Candid
2. Witty
3. Passionate
2. Writing Guidelines (寫作指南)
1. The spectrum of tone and voice
2. Principles / Tips / Advices

examples:

1. Clarity
• Be concise
• Use simple sentences
• Keep information brief and direct, avoid unnecessary information
• Always consider space restriction (all languages)
• Be direct, genuine, and honest
• Avoid double negatives
• Avoid ambiguous instructions
• Avoid jargon and clichés
• Useful
• Provide clear path to users’ goal
• (Provide preview of what users will get)
• Use active voice instead of passive voice
• Provide relevant information
• Hierarchy (scannability)
• Avoid large paragraphs. Cut the paragraph into few sections and give them titles. Users can scan the titles and understand the outline in a glance.
2. Consistency
• Always use first person (or second?)
• My or Mine instead of your, yours
• Avoid using synonyms in different UIs
3. International
• Consider translation of three languages when designing
4. Humanize
• Encouraging
• Use appealing words to guide user to the “right” path
• Empathy
• Put ourselves in the users’ shoes. Anticipate their worries and concerns.
• Witty
• Be careful of using humor. Humor may humanize the tone, but too much humor may fireback and lower the user experience.

3. Scenarios (with Examples, dos & don’ts) 中文為主？ (element vs scenario) 同一個情境可能會運用多種 element
1. Date and time
2. Empty
3. Error
4. New Feature → 類似官網的用字語氣方式
5. Info
6. Success
7. Warning

我們目前有在用 copywriting 的地方：

1. Onboarding Message
2. New Feature Discovery
3. Empty States
4. Warning / Confirmation Message
5. Error Message
6. Success Message
7. Info Messages
1. Form Labels
2. Placeholders
3. Date and Time

• App / Universal
• MIH/Podcast/Profile section title
• 焦點歌單名稱
• MIH - 看更多
• 通知 - 下拉螢幕以更新
• 通知 - 一起聽台長上線 / Podcast 最新一集上架…etc.
• 所有 Empty States & Error States & 離線狀態下的訊息
• 搜尋：placeholders
• 新功能通知版位訊息 / 彈窗 / Fix banner 類型
• 快速聆聽：副標 / section title / 解鎖個人化功能 / TUWYL / 送你一張歌單…etc.
• Loading
• 日期字串
• Tooltips
• Toast
• Onboarding
• Button Labels (CTA)
• 前導頁 action buttons
• Freemium 相關訊息
• Website 文案
• Others？

看的人是誰 → 他要完成什麼任務/知道什麼事情 → 希望他感受什麼情緒 → 品牌特色 / 字串是否有重複出現

Snapask 的 content style guide 訂出文案寫作風格、態度及口氣、文法使用方式（如大小寫的呈現）、數字呈現方法、和翻譯規則等。

Topic to discuss:

1. 中文為主 or 要考慮英文
1. 考慮到各地區 (簡中/英文/日文) - 文字長短
2. 範例 focus 在中文
2. 以第一人稱 or 第二人稱 (你或我
1. Guideline 之一
3. App/Universal 為主 / 要考慮官方網站？
1. 官網類的文案是其中一種類型 (ex: 新功能 / tooltips)
1. 共用一些原則
2. 產品：功能性 & 操作性
4. 整體規範架構：

ex: tone & voice + writing guidelines + examples or applications (應用場域)

• 「Netural Tone」 到「有個性」的光譜應用情形
5. 品牌書的三個 tone & voice 如何延伸出 guidelines (蒐集通用的 vs 專屬於我們的 = 呼應 tone & voice 的)
6. 我們目前有在運用 or 即將會運用文案的元件/頁面
1. 整理 dos & don’ts 的案例？