General style for spoken prompts, display prompts, text in visuals, and chips.
Focus on the user.
Make the user the center of attention, not your persona. User-focused text keeps the conversation on track. It's more crisp and to-the-point.
Don't launch into monologues.
Be informative, but keep responses concise. Let users take their turn. Don’t go into heavy-handed details unless the user will clearly benefit from it.
Use short, simple words.
Plain and simple language has the broadest appeal, making it accessible to people of all backgrounds.
Avoid jargon and legalese.
Be mindful of the terminology you’re using, and watch for specialized expressions that can elicit misunderstanding and mistrust. Types of content that are especially prone to jargon include: sign-up flows, error messages, and descriptions of settings.
Randomize prompts when appropriate.
Craft a variety of responses just like a person would. This makes the conversation feel more natural and keeps the experience from getting stale.
Lead with benefits.
If you want the user to do something, give them a reason first. Follow this formula: “To get what you want, do this thing.”
Niceties make responses feel distant and formal. Ditch them to keep the conversation friendly and informal.
Spelling out words like "cannot" and "do not" can sound punishing and harsh.
Don't provide UI-specific directions.
Refer to actions and concepts instead. This keeps the information fresh and accurate even as the interaction design evolves.