How to Overcome Bias When Writing For Users
6 sneaky biases in UX writing and how to overcome them
We all have our biases. Whether we like to admit it or not, our perspectives are colored by our beliefs, values, and experiences. But, that’s okay.
Bias in itself is not inherently bad.
However, not recognizing our bias is where the problem lies. And in UX writing, such untamed bias can negatively impact user experiences and undermine the goals of the products we create.
In this article, we’ll look at some common types of bias in UX writing and practical ways to overcome them:
But first, what is bias in UX writing?
Bias in UX writing refers to the inclusion of words, phrases, or ideas that reflect our values, beliefs, or preferences rather than the users’. Bias can be explicit or implicit. But it’s the implicit ones we need to be worried about. Why? Because we don’t even recognize we have them.
For instance, we might assume that our users have the same level of English fluency as us — a perfectly innocuous assumption. But the problem arises when we write for that level of fluency, and someone who isn’t as fluent has to use our product.
Suddenly, that harmless assumption is not so harmless anymore. It has led to the exclusion of a certain group of people.
Now, let’s delve deeper into the topic by looking at some of the subtle (or not-so-subtle) biases in UX writing and the steps we can take to overcome them.
6 common biases in UX writing and how to overcome them
1. Confirmation bias
Confirmation bias is one of the biggest obstacles to inclusive writing. It occurs when we make assumptions about the users’ knowledge, abilities, or preferences, and subsequently create content that reinforces these assumptions instead of questioning them.
Example: Let’s say you’re working on a messaging app, and you have a hypothesis that users prefer a more casual tone in their messages. So you conduct some research and frame the questions in a way that elicits responses supporting your initial hypothesis.
And bingo! You get the results you want — your hypothesis is validated.
But, is it?
Due to confirmation bias, you might have overlooked important information that contradicts your assumption. So your final product will not be representative of the diverse perspectives and preferences of all your users.
How to overcome confirmation bias
Although this bias is prevalent and easy to spot in others, recognizing it in ourselves is far from easy. Nevertheless, we can prevent it from creeping into our work by:
- Constantly questioning our thoughts and hypotheses.
- Listening carefully and empathetically to the views of others — even when what they say is not what we want to hear.
- Seeking out diverse perspectives throughout our creative process.
2. Cultural bias
Cultural bias occurs when the language and tone we use in our writing assume a certain cultural background or perspective. This can become a problem when the product we create is used by people who don’t share the same cultural references as us.
Example: While the term “whip up” in a recipe app might be pretty clear to an American audience, a non-native English speaker might find it confusing.
How to overcome cultural bias
- Avoid using language that is culturally specific such as slang and idioms.
- Get the perspectives of people from different cultures and backgrounds during your creative process.
- Consider localizing your content if your product is for a global audience to ensure it’s culturally sensitive and appropriate for various regions and languages.
- Test your content with a diverse group of participants to identify any cultural biases or assumptions.
3. Gender bias
Gender bias in UX writing occurs when we use language that favors one gender over another or assumes a gender binary (male/female), thus ignoring those who are non-binary or genderqueer. Such bias can manifest in various ways, such as using gendered terms in job titles, using gendered stereotypes in language, etc.
Example: A typical example would be creating an online form with only two gender options — male and female. A user who doesn’t identify as either of the gender options might feel excluded from the experience.
How to overcome gender bias in UX writing
- Use gender-neutral pronouns like “they” instead of gender-specific ones like “he” or “she.”
- Consider using more inclusive language, such as “people” instead of “men and women.”
- Talk to users with various gender identities, sexual orientations, likes, and dislikes, to identify any false assumptions you have.
- Only ask users for their gender if you genuinely can’t provide your services without the information. And if you do, don’t make the options binary.
4. Ability bias
Ability bias in UX writing occurs when we write digital copy with assumptions about the users’ abilities. This can lead to the exclusion of users who may have different levels of cognitive, visual, or physical abilities.
Example: A typical example would be using color coding as the only way to highlight important text. Users who are color-blind or visually impaired might not be able to distinguish the text based on colors, thus missing out on such important cues.
How to overcome ability bias
- Use simple, clear, and concise language to ensure that the content is accessible to all users.
- Always include descriptive alt text for images and transcripts/captions for videos/audio to cater to users who are visually impaired, hearing impaired, or have cognitive disabilities.
- Test your content with a diverse range of people with varying abilities to ensure it is understandable and accessible to everyone.
- Avoid relying on color alone as the sole means of conveying information.
- Check for sufficient color contrast between text and background.
5. Framing bias
Framing bias in UX writing occurs when a user is led to decide based on how we present the information rather than the actual content. In order words, how we frame content through its tone and language plays a significant role in how people perceive it.
Example: Let’s say you’re writing the copy for an e-commerce app and want to encourage users to sign up for a premium membership. You can say it in two different ways:
- “Get our premium membership for $50 a year.”
- “Upgrade to premium for less than $4.50/month.”
Which option sounds more enticing to you?
Both options cost the same amount. But by breaking the total amount into smaller monthly costs, the second option appears more affordable, making it more likely for the user to purchase the membership.
A neat little trick, huh?
But if we don’t use this technique ethically, it can mislead the users and result in unfavorable outcomes.
How to overcome framing bias in UX writing
It’s not advisable (or even possible) to eliminate framing as it provides users with the context they need to make informed decisions. However, here are some steps we can take to minimize any potential negative outcomes as a result of it:
- Avoid using emotionally charged language or language that creates a false sense of urgency or scarcity.
- Provide enough context to help users make well-informed decisions.
- Be transparent and honest when presenting information; avoid using vague or misleading language.
- Use A/B testing to determine how various copy or framing techniques affect user perception or behavior.
6. Bandwagon bias
Bandwagon bias occurs when users are swayed to make decisions based on what seems to be the popular choice among others. In other words, it is the act of using language that suggests that everyone else is using the product, and therefore the user should too.
Example: A typical example is this statement: “Join the 10 million people who have already signed up.” (Or something along those lines).
Notice how the statement encourages users to sign up by highlighting the product’s popularity. This is one of the many ways UX writers can leverage the bandwagon effect to entice users.
However, when not used properly, this technique can coerce users to make decisions that are not in their best interest.
How to overcome the bandwagon effect
- Provide enough context to help users make more informed decisions rather than just following the crowd.
- Highlight the benefits of making choices based on individual needs and preferences to help users make decisions in their best interest.
Conclusion
Our biases are part of what makes us human. We can’t eliminate them — but that doesn’t mean we should let them interfere with our writing. By simply understanding our biases and how they can affect our work, we can take the appropriate steps to overcome them. This is essential for creating inclusive content that caters to diverse perspectives and preferences.
Although this article discusses six types of bias, countless others exist in UX writing. Therefore, overcoming bias should be an ongoing process of learning, growth, and adaptation to the evolving needs of our users.
