What I’ve learned writing for billions of users

This article brings together 73 lessons Nick DiLallo learned while writing UX copy for billions of users across multiple languages and cultures.

• Words are at the core of UX: Most interfaces consist of words; without text, screens lose their meaning.
• UI that needs no explanation: If instructions such as “Scroll to the right” are necessary, the UI structure itself should be revised. Writing is not a tool for forcibly explaining a design.
• Keep it short and concise: Gain clarity by deleting. Short sentences are almost always better sentences.
• Rewrite drafts repeatedly: For high-priority text, rewrite it at least 12 times to improve its quality.

• Consistency is everything: Once you choose a term, use it consistently across every screen. For example, do not call something a “folder” on one screen and a “workspace” on another.
• Use established vocabulary: Do not invent new words when familiar terms such as “Log in,” “Save,” and “Delete” already exist.
• Omit “My/Your”: Simply labeling something “Photos” is much clearer than “My Photos” or “Your Photos.”
• Beware excessive “friendliness”: When a product tries too hard to sound conversational and friendly, it creates friction. A button labeled “Pay” is more intuitive than one labeled “Ka-chingggg.”

• Translation is not simple language swapping: It includes cultural context and different ways of thinking. In RTL languages such as Arabic and Hebrew, layouts and icon placement may need to be completely mirrored, requiring a flexible system.
• Account for regional legal notices: Because required legal disclosures differ by country, it is better to create localized versions than pursue one “perfect unified version.”
• Build in accessibility: Accessibility is not something to add later. Listen to the copy with a screen reader and write with every user group in mind.

• Trust and truthfulness: Avoid dark patterns such as advertising a “free trial” while requiring a credit card or falsely describing something as a “secret chat.”
• Be meticulous with money-related copy: Clearly communicate payment amounts, automatic renewals, and pricing structures. Being vague about money is one of the fastest ways to lose user trust.
• Handle error messages at the source: More important than writing a perfect error message is fixing the underlying cause so the error does not occur, such as using smarter input forms.
• Avoid forced sign-in and subscriptions: Lower the barrier for guests and non-members so users can experience the product first.

• Participate from the early stages: UX writers achieve the best results when involved from initial planning, rather than being asked to revise copy just before launch.
• Understand the business and technology: Writers who understand the business model, revenue structure, and long-term vision can make better product decisions.
• Review copy in the actual interface or prototype: Validate writing on real devices and in prototypes instead of reviewing it only in documents or spreadsheets.