Now Reading: Inclusive Language: Crafting UX Content for a Diverse Audience


Inclusive Language: Crafting UX Content for a Diverse Audience

March 17, 202325 min read

Picture this: You’re browsing through your favorite website or using an app, and you come across a phrase or term that makes you feel unwelcome or excluded. How would that affect your user experience? In today’s increasingly diverse and globalized world, the importance of inclusive language in UX writing cannot be overstated. Our aim is to create a welcoming environment for all users, no matter their background, gender, race, age, or abilities.

In this article, we will dive deep into the world of inclusivity, highlighting its importance in crafting user experience (UX) content that caters to a diverse audience. We’ll also explore the role of UX content in making digital products more accessible and the impact of inclusive phrasing on user experience and brand perception.

So, let’s embark on this journey together to make our digital world a more inclusive place for everyone.

Understanding Inclusive Language

Definition and Key Principles

Inclusive language can be defined as the conscious use of words, phrases, and expressions that respect and acknowledge the diversity of users, creating a welcoming and supportive environment for all. It embraces sensitivity, empathy, and understanding, aiming to promote a sense of belonging and inclusivity.

Here are some key principles of inclusive language:

  1. Respect – recognize and appreciate the unique backgrounds, experiences, and perspectives of all users.
  2. Equality – treat all users fairly and without bias, ensuring that no one feels marginalized or excluded.
  3. Representation – reflect the diversity of users in the content, avoiding stereotypes and generalizations.
  4. Clarity – communicate clearly and effectively, making the content accessible and easy to understand for everyone.

Benefits of Using Inclusive Language in UX Writing

Incorporating person-centered language in UX writing has numerous benefits, including:

  1. Improved user experience: Inclusive language helps create a positive, welcoming environment that enhances user satisfaction and fosters a sense of belonging.
  2. Increased engagement: When users feel respected and included, they are more likely to engage with the content and use the product or service.
  3. Broader reach: Catering to a diverse audience helps your product appeal to a wider range of users, expanding your potential market.
  4. Enhanced brand reputation: Adopting inclusive language demonstrates a commitment to diversity, equity, and inclusion, which can strengthen your brand’s reputation and foster customer loyalty.
  1. Mitigating legal risks: Using person-centered language can help you avoid potential legal issues arising from discrimination or exclusionary practices.
  2. Boosting innovation: A diverse user base can provide valuable insights and perspectives, driving creativity and innovation in your product development process.

The Risks of Not Using Inclusive Language

Neglecting to use person-first language in UX writing can have several negative consequences, such as:

  1. Alienating users: Content that is insensitive or exclusionary can make users feel unwelcome, leading to frustration, disengagement, and potentially losing them as customers.
  2. Damaging brand reputation: In today’s socially conscious world, a lack of inclusivity can tarnish your brand’s image and negatively impact customer perception.
  3. Limiting potential reach: Failing to address the needs of a diverse audience restricts the appeal of your product, limiting its potential market and growth opportunities.
  4. Legal repercussions: Exclusionary language or practices can lead to discrimination claims and potential legal issues.

Embracing respect, equality, representation, and clarity can enhance user experience, expand your audience, and foster strong, positive brand recognition.

Identifying Common Exclusionary Language and Practices

Gendered Language and Assumptions

Gendered language refers to the use of words, phrases, or expressions that reinforce traditional gender roles or make assumptions about users based on their gender. Examples include using “he” or “she” as the default pronoun or using terms like “chairman” and “salesman” instead of gender-neutral alternatives like “chairperson” and “salesperson.” To avoid gendered language, use gender-neutral terms and consider utilizing the singular “they” as a pronoun.

Ableist Language

Ableist language involves the use of words or expressions that marginalize, stigmatize, or discriminate against people with disabilities. Examples include using terms like “crazy,” “lame,” or “blind” as metaphors for negative qualities or describing a person primarily by their disability. To avoid ableist language, focus on people-first language (e.g., “a person with a disability” instead of “a disabled person”) and avoid using disability-related terms as metaphors.

Racial and Cultural Insensitivities

Racial and cultural insensitivities can occur when language choices perpetuate stereotypes or make assumptions about users based on their race, ethnicity, or cultural background. Examples include using slang or colloquialisms that may be offensive to certain groups or assuming that all users share the same cultural references. To avoid racial and cultural insensitivities, be mindful of your language choices, avoid making assumptions about users’ backgrounds, and strive for cultural competence by educating yourself about different cultures and perspectives.

Age-related Assumptions

Age-related assumptions occur when language choices create stereotypes or make generalizations about users based on their age. Examples include referring to older adults as “elderly” or “senior citizens,” which can be patronizing, or assuming that younger users are tech-savvy while older users are not. To avoid age-related assumptions, use neutral terms (e.g., “older adults” instead of “senior citizens”) and focus on users’ skills and experiences rather than making assumptions based on age.

Socioeconomic Biases

Socioeconomic biases involve language choices that make assumptions about users’ social or economic status, potentially alienating those from different backgrounds. Examples include using jargon, technical terms, or acronyms that may be unfamiliar to users with different educational or professional backgrounds, or assuming that all users have access to high-speed internet or the latest technology. To avoid socioeconomic biases, simplify your language, provide clear explanations for any technical terms, and consider the varying levels of access to technology and resources among your users.

By addressing gendered language, ableist language, racial and cultural insensitivities, age-related assumptions, and socioeconomic biases, you can create a more welcoming, inclusive, and engaging user experience for everyone. Remember, the goal is not to avoid every potential pitfall, but to actively strive for a better understanding of your diverse audience and demonstrate empathy and respect through your language choices.

Strategies for Crafting Inclusive UX Content

Active Listening and Empathy

Active listening and empathy are key to understanding the diverse needs and perspectives of your users. Engage with your audience through user interviews, surveys, and feedback channels to gain insights into their experiences and preferences. By actively listening and empathizing with users, you can better anticipate their needs and create content that is truly inclusive and relevant.

Example: After conducting user interviews and surveys, you discover that a significant number of your users are new to online shopping. To address their concerns and provide a sense of security, you could add a copy like this:

“New to online shopping? Don’t worry! Our step-by-step guide will help you navigate through the process with ease. We’re here to support you along the way.”

Using Gender-Neutral Language

Replace gender-specific terms with gender-neutral alternatives to ensure that all users feel included and respected. Use the singular “they” as a pronoun, and opt for gender-neutral job titles (e.g., “chairperson” instead of “chairman”). Additionally, avoid making gender-based assumptions about users’ interests or preferences.

  • Example: Instead of using gender-specific language in a form, opt for gender-neutral options:
  • Original: “Dear Sir/Madam, please enter your title (Mr., Mrs., Miss, etc.)”
  • Inclusive: “Hello! Please enter your preferred title (e.g., Mx., Dr., Prof.)”

Avoiding Ableist Language and Considering Cognitive Diversity

Be mindful of the ableist language that might marginalize or discriminate against people with disabilities. Use people-first language and avoid disability-related metaphors. Also, consider cognitive diversity by creating content that is clear, concise, and easily understood by users with varying cognitive abilities.

Example: Replace ableist language and ensure the copy is clear and concise:

  • Original: “This new feature is crazy easy to use! Just click here, and you’re good to go.”
  • Inclusive: “Our new feature is designed for simplicity. Just click here to get started.”

Respecting Cultural and Linguistic Differences

When crafting UX content, be aware of cultural and linguistic differences among your users. Avoid idiomatic expressions, slang, or colloquialisms that may not translate well or may be offensive to some users. Additionally, consider offering translations or localized content to better serve users with different language preferences.

Example: Avoid idiomatic expressions that may not be universally understood:

  • Original: “Our new app is the bee’s knees! Try it out now!”
  • Inclusive: “Discover the amazing features of our new app! Give it a try today.”

Embracing Age Diversity in Content and Design

Acknowledge and celebrate age diversity by ensuring your content and design cater to users of all ages. Avoid making age-related assumptions or using patronizing language. Instead, use neutral terms and focus on users’ skills and experiences. In terms of design, consider elements like font size, color contrast, and navigation that cater to users with varying levels of visual acuity and digital literacy.

Example: Address users of all ages without making assumptions or using patronizing language:

  • Original: “Seniors, we’ve got you covered with our easy-to-use interface!”
  • Inclusive: “Our user-friendly interface is designed to provide a seamless experience for everyone, regardless of age.”

Considering Socioeconomic Backgrounds in User Scenarios

When developing user scenarios or personas, take into account the diverse socioeconomic backgrounds of your users. Recognize that not all users have access to the same resources, technology, or knowledge. By being mindful of these differences, you can create content that is accessible and relevant to a wider range of users. Additionally, strive to simplify language, provide clear explanations for technical terms, and be mindful of the varying levels of access to technology and resources among your audience.

Example: Be mindful of different levels of access to technology and resources when providing instructions:

  • Original: “To use our app, simply download it on your latest smartphone and enjoy high-speed internet connectivity.”
  • Inclusive: “Our app is compatible with a range of devices and internet connections to ensure everyone can enjoy its benefits.”

Implementing Inclusive Language in Your UX Writing Process

Conducting User Research to Understand Diverse Perspectives

User research is crucial for understanding the diverse needs and experiences of your audience. Conduct interviews, surveys, and usability tests with users from various backgrounds, ensuring that you capture a wide range of perspectives. This will help you create content that is more relevant, engaging, and inclusive for all users.

Collaborating with Diverse Team Members

Work closely with team members from different backgrounds, as their unique perspectives and experiences can contribute to creating more inclusive content. Encourage open discussions and feedback to foster a culture of continuous learning and improvement.

Developing Inclusive Language Guidelines and Style Guides

Create a set of guidelines and style guides that outline best practices for using person-centered language in your UX writing. This can include recommendations on gender-neutral language, avoiding ableist language, embracing age diversity, and more. Make these guidelines easily accessible to your team to ensure consistency in your content.

Educating Your Team on the Importance of Inclusive Language

Hold workshops, training sessions, or discussions to educate your team about the importance of inclusive language and how to implement it in their work. Encourage team members to share their own experiences and insights to build a deeper understanding of the diverse needs of your users.

Regularly Review and Updating Your Content to Maintain Inclusivity

Inclusive language is an ongoing process, and it’s essential to regularly review and update your content to ensure it remains welcoming and accessible to all users. Establish a system for revisiting and revising your content, incorporating user feedback and new insights to continually refine and improve your UX writing.

Remember, fostering inclusivity is an ongoing journey that requires continuous learning, empathy, and collaboration. With dedication and effort, you can create content that truly resonates with your users and enhances their overall experience.

Measuring the Impact of Inclusive Language

User Feedback and Sentiment Analysis

Gathering user feedback is a valuable way to assess the impact of inclusive language in your UX content. Conduct surveys, interviews, and focus groups to obtain insights directly from users. Additionally, use sentiment analysis tools to gauge user reactions to your content on social media, forums, and other online platforms.

Accessibility Metrics and Usability Testing with Diverse User Groups

Conduct usability testing with diverse user groups, including individuals with disabilities, to assess the accessibility and inclusivity of your content. Track accessibility metrics, such as the percentage of users who can complete tasks or navigate your digital products with ease, to determine the effectiveness of your person-centered language efforts.

Tracking Changes in User Engagement and Satisfaction

Monitor user engagement metrics, such as time spent on your website or app, bounce rates, and conversion rates, to evaluate the impact of inclusive language on user satisfaction. Compare these metrics before and after implementing person-centered language strategies to gauge their effectiveness.

Analyzing the Impact on Brand Perception and Reputation

Examine the impact of inclusive language on your brand’s perception and reputation by analyzing customer reviews, social media mentions, and press coverage. Positive changes in brand perception can indicate the success of your person-centered language efforts and their contribution to building a more welcoming and inclusive brand image.

Continuous Improvement Through Iteration and Learning

Inclusive language is an ongoing process that requires continuous learning and iteration. Regularly assess the impact of your efforts and use the insights gained to refine your UX content and strategies. Encourage open communication and collaboration within your team to foster a culture of continuous improvement and inclusivity.

With continuous learning and iteration, your inclusive language efforts will contribute to a more positive and engaging user experience for all.

Inclusive Language and Localization

The Importance of Cultural Sensitivity in Global UX Writing

As digital products and services reach global audiences, cultural sensitivity becomes increasingly important in UX writing. Acknowledging and respecting the diverse cultural backgrounds of your users is essential for creating a universally welcoming and inclusive user experience.

Adapting Your Content for Different Languages and Cultures

Localization involves adapting your content for different languages and cultures while maintaining its original intent and meaning. This process goes beyond mere translation; it also involves adjusting tone, style, and cultural references to resonate with users from various backgrounds. Ensuring your content is both linguistically and culturally appropriate will help you create a more inclusive and engaging experience for your global audience.

Collaborating with Local Experts to Ensure Accurate Translations and Cultural Relevance

Partnering with local experts, such as translators, cultural consultants, or native speakers, is key to ensuring accurate translations and cultural relevance in your localized content. These experts can provide invaluable insights into the nuances of language, local customs, and cultural sensitivities, helping you create content that truly resonates with users from diverse backgrounds.

Testing Your Localized Content with Diverse User Groups

Usability testing with diverse user groups is essential for assessing the effectiveness of your localized content. Conducting tests with users from different cultural and linguistic backgrounds will help you identify potential issues, misunderstandings, or areas that may require further refinement. Use the feedback gathered from these tests to iterate on your content and improve its inclusivity for users around the world.

By emphasizing cultural sensitivity, adapting content for different languages and cultures, collaborating with local experts, and testing your localized content, you can ensure that your digital products and services resonate with users from diverse backgrounds, ultimately fostering a more inclusive and welcoming environment for all.

Real-World Examples of Inclusive UX Writing

Successful Inclusive Language Initiatives in Well-Known Brands

Airbnb updated its anti-discrimination policy and implemented inclusive language guidelines to foster a sense of belonging among users. They also introduced a non-binary gender option in their booking forms, allowing users to identify themselves more accurately.

Microsoft developed an inclusive design toolkit, emphasizing the importance of person-first language in their UX writing. They also provided guidelines on using gender-neutral language, avoiding ableist language, and addressing users with respect.

Slack made a conscious effort to use person-centered language in their product by replacing terms like “whitelist” and “blacklist” with “allowlist” and “denylist,” and changing the default term “master” to “main” in their platform.

Lessons Learned from Brands That Failed to Use Inclusive Language

Snapchat faced criticism for releasing filters that were considered racially insensitive. This incident highlights the importance of understanding cultural sensitivities and testing content with diverse user groups before launching new features.

Dove released an ad campaign that was criticized for being racially insensitive. The incident underscores the importance of fostering a diverse team and conducting thorough reviews to prevent potential missteps in UX writing and marketing materials.

How Inclusive Language Has Transformed the User Experience in Various Industries

  • Banking and Finance: Financial institutions have started using more accessible language in their products and services, making them more approachable and easy to understand for users from different backgrounds.
  • Healthcare: Inclusive language in healthcare has led to better communication between healthcare providers and patients, fostering a more empathetic and supportive environment for individuals with diverse needs.
  • E-commerce: Online retailers have embraced inclusive language in their UX writing, making their platforms more welcoming and catering to the diverse preferences of their customers.

Successful inclusive language initiatives by well-known brands serve as inspiration, while lessons learned from brands that failed to use inclusive language highlight the importance of continuous improvement and cultural sensitivity.

Conclusion: Embracing Inclusive Language for a Better User Experience

Inclusive language plays a critical role in crafting a positive and welcoming user experience for all, ensuring that digital products and services cater to the diverse needs and backgrounds of their users. By being mindful of language choices and addressing potential biases and exclusionary practices, UX writers can create content that truly resonates with a wide range of users.

As advocates for person-first language, UX writers bear an ongoing responsibility to continually learn, iterate, and improve their content. This requires staying up-to-date with best practices, embracing feedback from diverse user groups, and fostering open communication and collaboration within their teams.

When practiced effectively, person-first language has the potential to contribute to more equitable and accessible digital products, enhancing the user experience for everyone. By understanding and addressing the diverse perspectives and experiences of their audience, UX writers can create content that not only engages and delights users but also promotes a more inclusive and welcoming digital landscape for all.

In a world that is increasingly interconnected, the importance of inclusive language in UX writing cannot be overstated. By committing to this crucial aspect of user experience design, we can work together to create a more inclusive and accessible digital environment that truly serves the needs of every user, regardless of their background, abilities, or experiences.

What's Your Reaction?

Sander B.

Tech enthusiast and avid learner. Passionate about exploring new trends and sharing my knowledge with others. Always on the lookout for new opportunities to grow and improve. Putting the 'pro' in prose 📝 and the 'fun' in puns 🤣 #CopywritingAndComedy


What do you think?

Show comments / Leave a comment

Leave a reply