We work to understand and share others’ feelings
to help them reach their goals in a compassionate way.
We want to collaborate efficiently and build our product focused around our users.
When writing for external users,
we use language that shows we understand both their excitement
and the issues they might be facing and help them move forward.
We don’t attack or blame other people,
but instead try to figure out what led to the current situation
and how we can move closer to an ideal state.
You should always know who you’re writing for
and adjust your language and style based on it.
Your writing should also be inclusive
so your entire audience is a part of it, no matter their background or language level.
When people are upset about their situation,
such as when they encounter serious errors,
you don’t want to make them feel worse with out-of-place jokes and excitement.
You can think about including humor for errors
that aren’t a part of their main flow—when they’re unlikely to be feeling as frustrated.
You want to find room for a delightful approach
that can demonstrate passion.
In a travel app, for example, the main flow is generally about arranging travel.
For side flows, like updating a profile,
users may be in a more forgiving mood and open to humor.
Use humor carefully
Remember to make it clear what the problem was
and what people can do to resolve the situation.
When people are considering buying a trip,
it helps if they can feel excited about the possibilities.
When writing for the planning stage, don’t focus too much on the details.
There’s plenty of time for that when they’re buying the tickets.
Parts of the user flow where users are likely to be on a “happy path” — confirmation messages, thank-you pages, or onboarding flows — present a great opportunity to incorporate creative and engaging copy. While clarity and brevity remain our top priorities, we should also strive to delight our users.
We’re charming, but we’re not cutesy.
This page no longer exists, or perhaps it never existed in the first place! But that’s a question for Schrödinger.
Oops, there’s a glitch with this page! We’re sooo sorry, this never happens to us. Try again, pretty please.
We care, but we’re not desperate.
Whenever you’re ready, we’ll be here to help you plan your next trip.
Remember us? We miss you! Come back and find your next adventure!
We’re direct, but we’re not condescending.
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