People using Optimizely applications are looking for a guide to help them perform complex work tasks. When writing for our software use a voice that follows these four key traits:
1. Transparent
Be clear and explain how things work. Break down concepts and provide access to additional information if space is limited.
Do
Explain complex concepts when necessary; use examples
Provide actionable information and helpful resources when possible
Don't
Overload users with irrelevant information.
Example: "Many users choose asynchronous loading for certain use cases and synchronous loading for others. Synchronous and asynchronous loading can affect the speed of your pageload. Here’s what asynchronous and synchronous loading means…"
2. Supportive
Provide the context a user needs to understand a feature or decision you're asking them to make. Try to anticipate their questions, and consider when and how to present information so it's useful.
Do
Write in a friendly and relatable voice
Remember there’s a busy person on the other side of the screen
Use technical language only when appropriate to the situation or the target user
Example: "Use integrations to discover interesting ways to target content, measure results, and enhance your visitor's experience. Go to Settings to add integrations to your project."
Don't
Use when there's very little content in each section
3. Unobtrusive.
Get out of the customer’s way when they don’t need help.
Do
Be concise.
Don't
Overload the user with help resources.
4. Encouraging
Encourage customers to experiment, take risks, and explore.
Do
Be transparent about safe places to explore and about risks involved when making a decision.
Always call out situations in which there are actions or decisions that cannot be undone.
Example: "The primary metric best captures how well the campaign is performing. You will also see improvement for any other metrics you add."
Don't
Let the user make risky decisions without guidance
Example: "Winners take risks! Be brave and add a bunch of metrics to your experiment."