The evolution of UX writing: Pioneering work for holistic UX

1. DATEV: An expert in UX development

   At DATEV, the importance of a good user experience in its often complex and domain-specific products has long been a core focus. We have strategically built up internal UX expertise over the years, and user-centered methods and mindsets have been gradually established throughout the company. In particular, the creation of a UX Community of Practice (COP) is viewed within the industry as a major source of inspiration and a blueprint. Today, DATEV has a large, high-performing UX team and a high level of UX maturity.

2. Language as a key factor in user-centered design

   As user-centered product development gained traction, the topic of language also came increasingly into focus. Especially in the context of comprehensive accounting and tax software, the interaction between users and the product must be designed to be as intuitive, understandable, and effective as possible. Clear, targeted UX writing plays a crucial role in making complex functions understandable, guiding users through processes, and increasing user satisfaction and productivity.

3. A milestone: UX writing becomes an official discipline

   To ensure that all DATEV products offer consistent, user-centered communication, the role of “UX writer” was introduced within the company. The fact that UX writing is an official discipline at DATEV, with its own Community of Practice serving as a regular forum for exchange, makes it clear: language is not a peripheral issue here, but an integral part of product development. In the German market, this is still pioneering work, especially when compared to the international landscape.

4. Our shared goal: Building internal UX writing expertise

   The next step is to expand the skills of those in these roles and empower them to independently implement UX writing in practice and integrate it into the company. UX&I was founded to build on solid expertise in this area and to gain insight into current best practices. Together, we embarked on this mission:

   • Laying a solid foundation to build the discipline of UX writing internally
   • to train role holders and equip them with the necessary foundational knowledge
   • Sharing expertise and practical experience from other industries
   • to support linguistic guidelines and promote their use
   • Providing support in specific real-world scenarios

1. The complexity of the subject matter

   The world of taxes and finance is inherently complex and rife with technical jargon. It is a particular challenge to translate these topics into language that is tailored to the target audience and easy to understand without sacrificing accuracy. This requires a deep understanding of the subject matter, even from us as external consultants.

1. Varying levels of knowledge

   When the role of UX writer was introduced, those in the role came from a wide variety of backgrounds and job profiles, ranging from researchers to help authors and requirements engineers to UX designers. The training had to be balanced so that it would neither overwhelm nor underchallenge anyone and would remain relevant in a wide variety of practical contexts.

1. Hands-on: practical foundations instead of pretending to know it all

   The goal of our support is to quickly and pragmatically empower people to apply UX writing in their day-to-day work. Good UX writing isn’t a skill you can learn in a single day, yet it is possible to teach the fundamentals in a way that brings about initial improvements and lays the foundation for further growth through independent practice.

1. Assessment workshop: Where should we go from here?

   No off-the-shelf concept works when it comes to establishing and embedding UX writing as a discipline. From the very beginning, we had to understand the context, for example, how product development works at DATEV, what role user-centered design plays in general, and how mature UX writing already is within the company.

   In an initial workshop, we worked together in a small group to analyze the current situation and objectives. Based on the four pillars: mindset, working methods, structures, and learning, we prioritized the roadmap and determined that the initial focus should be on concrete practical knowledge, methods, and guidelines.

1. Development of linguistic guidelines for UX copy

   In another workshop, we created the framework for UX writing guidelines at DATEV. We defined the structure, examined the brand and its brand language, prioritized eight criteria for effective UX copy for DATEV, and ultimately identified the most important characteristics for the language used in DATEV software.

   The result: guidelines that are firmly embedded throughout the company as an integral part of the design systems and can be used at any time by a wide variety of employees. Their importance is growing: Well-documented language guidelines are now also the foundation for meaningfully integrating AI into product development.

1. Introductory training in UX writing: A toolkit for practical application

   Based on the insights gained from the workshop, we designed an introductory training course. Participants gain an understanding of exactly what UX writing entails at DATEV, what falls within its scope, what makes texts so effective, and, most importantly, which methods and tips they can apply directly in their day-to-day work.

   A practical toolkit is always at the center of the approach. For example, especially in the beginning, the target audience assessment is helpful. It highlights weaknesses in texts, categorizes them, and enables highly targeted optimization.

1. As much theory as necessary, as much practice as possible

   We divided the training content into two half-days: The first day focuses on the fundamentals, while the second day focuses on applying what has been learned. The goal is always to offer plenty of opportunities for practice, stimulate discussion, and give participants the chance to get to know one another and network. The latter is an important added benefit of the training sessions, because, especially when establishing a new discipline, it is crucial that those in these roles support one another, promote the topic together, and foster ongoing exchange. The Community of Practice also ensures this: It meets regularly, not only remotely, but also in person.

1. Focus workshop: “Error messages”

   In addition to the introductory training, we’re working with DATEV to develop additional formats that cover key areas of UX writing in detail. In a focused training session on “error messages,” we examined the various types found in DATEV products, explored how they work, their structure, and, last but not least, their tone. After all, especially in problematic situations, the right tone can make the difference between a good and a bad user experience. Working in small groups, we practiced what we’d learned in a hands-on manner, ensuring that the next error message not only meets DATEV’s standards but also represents another major step toward user-centered design.

   The jointly developed rules for error messages have since proven to be a successful blueprint: Following the same pattern, additional guidelines for various types of dialogs are continuously being developed.

1. The role of UX writing is growing and thriving

   The UX writing role, which was introduced in 2022, is now well-established and has generated significant interest. UX writing is increasingly integrated into product development processes, and internal expertise and processes are constantly being improved. The UX writing guidelines are a living document that is continuously refined and firmly integrated into the design system, always grounded in real-world practice and always up to date. The role holders are well-connected with one another, and a growing range of training opportunities supports and motivates them.

2. Let’s continue

   DATEV and UX&I continue to jointly drive the development of UX writing forward. Our UX writing training courses are firmly integrated into DATEV’s continuing education program. We maintain close communication with the Community of Practice, work hand in hand to develop new concepts, and provide targeted consulting based on our practical experience, for example when it comes to selecting the right tools or expanding processes. This consulting relationship has grown into a true partnership: We now also provide operational support to DATEV, including UI and UX design as well as conceptual and strategic guidance.
   
   Since 2022

Related

d.velop

Discovery Accelerator Program: Embedding user-centered design

At the d.velop Group, the software specialist for document management and digital business processes, we made user focus a core mindset. Together with the client, we injected momentum into digital product discovery through an 8-week program.

Read more

Also on this topic: Empowerment as a key to success: DFH empowers homeowners with digital customer service · From usability reviews to an in-house UX/UI department