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Key principles

Address users clearly​

You should normally address users in second person. Occasionally you might want to use first person:

  • Second person (you or your): Speak directly to the user. This mimics a social interaction, with the interface and the user communicating with each other.
  • First person (I or my): Occasionally you might want to use this style to emphasize the user’s consent or absolute ownership of actions and content.
Enter your campaign details.
Enter the campaign details.
I agree to the Adjust terms and conditions.
Confirm you agree to the Adjust terms and conditions.
My settings

Don’t mix first and second person​

To avoid confusion, don’t mix first and second person in the same phrase.

Change contact details in My Settings.
Change your contact details in My Settings.

Be concise​

Users only read about 20% of the text on an average web page, so be concise and make every word count. If a word doesn’t serve a purpose, it shouldn’t be in the UI.

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Ask yourself what does the user need to know right now to continue?

Write in short, scannable segments that focus only on a small number of concepts at a time. Cut any unnecessary details and words.

If you pause the module, we’ll stop sending data to Facebook.
If you pause the module, we’ll stop sending install, reattribution, session, and event data to Facebook. Attributions may be given to alternative sources or Organic and you could see data discrepancies.

Introductory phrases can often be omitted.

Delete the link?
Are you sure you want to delete the link?

Write in the present tense​

Use the present tense to describe how the product behaves and to bring immediacy to the interaction. Avoid using the future tense to describe the way a product always acts.

The alert is sent when the data matches the condition.
The alert will be sent when the data matches the condition.

Don't write in different variations of the present tense, such as the present perfect tense.

App added
The app has been added.

If you’re describing an action the user needs to take, or if the user needs to leave the Adjust environment for something to happen, it’s ok to use the future tense.

Go to Snapchat and set up your campaign there. Corresponding links will be created automatically.

Use active voice​

Use active voice for readability and clarity. Avoid passive voice.

In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.

I heard it through the grapevine.
It was heard by me through the grapevine.
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There might be some situations where passive voice is more suitable:

  • When it's more important to draw the reader's attention to the person or thing being acted upon.
  • When the actor is unimportant.
  • When the actor is unknown.

Write for all reading levels​

Use common terms that are understandable to users with only basic English. Your writing should always be at a 7th grade reading level or lower.

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Check your reading level in Writer or using Hemingway App.

Avoid clichés, business jargon and management speak.

Use consistent words​

Use the same word for the same concept throughout the UI.

Remove permission
To remove this permission...
Remove permission
To delete this permission...

Be positive​

Present information in a positive way to guide the user. Tell them what they can do, rather than what they can’t do.

This feature is only available in the app.
This feature isn’t available without the app.
Enter numbers only.
Letters and special characters aren’t accepted.
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Try to present error and validation messages in the same way.

Reassure the user​

When there’s uncertainty, reassure the user that everything is fine.

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