Interface language and communication tone

1) Why it matters

The interface language is everything that the user reads in the product: signatures, buttons, error texts, empty states, prompts, onboarding, letters and fluffs. Understanding, trust, speed of action, conversion and retention directly depend on it. The tone of communication is set by the nature of the brand: neutral, friendly, expert, official - and changes according to the situation (success, risk, support, promo).

The goal: to make the product speak clearly, respectfully and usefully at every moment of the user's journey.

2) Principles of interface language (UX copywriting)

1. Clarity> wit. Simple words, short phrases, one thought - one screen/block.

2. Action in focus. Verbs in the active pledge: "Top up," "Send request," "Change password."

3. Specifics. Numbers, terms, conditions without vague wording: "Payment in 10-15 minutes."

4. Consistency. Same terms for same entities (glossary).

5. Contextuality. Write where you need help: inline tips instead of "walls of text."

6. Respect and neutrality. No charges, joint problem solving.
7. Cut the noise. Each symbol must work for action or understanding.
8. Accessibility. Readability, plain language, jargon explanation, WCAG compliance.
9. Local appropriateness. "You/you," currencies, number/date formats, cultural norms.
10. Verifiability. Any formulation is a candidate for the A/B test.

3) Tone matrix: we select the character according to the situation

4) Micro-copywriting: examples "It was → It became"

• It was: OK → It became: Continue (it is clear what will happen).

• It was: Error 400 → It became: Failed to load the document. Try again or choose a different format (PDF/JPG).

• It was: No data → It became: Your transactions will appear here. Top up to get started. [Refill]

• It was: You violated the rules → It became: To confirm your identity, download a passport or ID card. It will take 2-3 minutes. [Download Document]

• It was: A big bonus is already here! → It became: + 100% to the first deposit up to 100 € - without hidden conditions. Find out the rules →

5) Terms and glossary (sequence)

Select one term and use it everywhere: "Withdrawal," not "Payout/Cash out/Withdrawal."

Fix the names of roles, statuses, entities (in iGaming: "Bet," "Slot," "Tournament," "Jackpot," "Cashback").
Draw up a glossary (internal document) and connect it to the text review.

6) Regional norms and localization

You/you: B2C default "you" (respectful, neutral). "You" - for a conscious brand and narrow segments.
Formats: period/comma, currency before/after the number, 24-hour time format, local zone.
Law and age: in iGaming - age restrictions, responsible play, legal disclaimers, local requirements for risk disclosure.
Pseudolocalization: Test string length and hyphenation before translation.
Don't translate brand jargon literally - adapt the meaning.

7) Errors, warnings, successes - templates

1. what happened → 2) why it matters → 3) what to do now.

• Example: "We could not confirm the card. This is necessary for the security of payments. Try again, or add another card"

Warning: neutral + choice: "You are going to cancel the withdrawal. Do you want to continue or return?

Success: fact + "what next": "The document has been verified. You can now withdraw funds"

8) Push notifications and e-mail

Benefits of the first screen: "Your winnings are credited. Output?"

Limit the frequency: mouthguards, quiet hours, "Less such notifications" options.
Pressure-free marketing: benefit + conditions in one screen, simple opt-out.
Event triggers: KYC completion, failed deposit, win, new tournament.

Topics/pre-leaders of letters: briefly, specifically, without clickbait: "Output sent (up to 15 minutes)."

9) Accessibility and inclusivity

Plain language, avoid jargon, explain terms.
Gender-neutral language where possible.
Do not use emotional labels ("unreasonable," "play too often").

Contrast and readability are important, but text is also part of accessibility: avoid ALL CAPS and "walls of text."

10) Content Management: Operational Cycle

1. UX writer in the feature team from an early stage (wireframes → texts right in the layouts).
2. The tonal matrix (this article) is the source of truth.
3. Glossary and Style Guide (punctuation, capital letters, numbers, currency).
4. Review and linting of texts (checklists below).
5. A/B tests on key screens (onboarding, deposit, output, errors).
6. Once-in-a-sprint metrics and improvement cycle.

11) Impact metrics

Step conversion: completion of onboarding, successful deposits/withdrawals.
Reduction of failures: the share of "back "/closings during errors.
Time to action, from prompt to target click.
Support: reduction of repeated calls on one topic.
NPS/CSAT/PMF surveys: the tone of the wording directly affects the estimates.
Promotional metrics: CTR fluff, e-mail open/click, unsubscribe.

12) Antipatterns (what to avoid)

Manipulative calls, hidden conditions, darkened refusal-buttons.
Accusatory tone in errors and compliance.
Inconsistency of terms, "creative" buttons without meaning.
Humor in situations of risk, money, KYC/AML.
Overloading with modals and long "sheets" of tips.

13) Checklists

13. 1 Screen/feature

• One main goal of the screen is formulated by the verb.
• Buttons indicate action (not OK).

• The error explains the reason and step of the solution.
• Tips are where you need them, not at the bottom of the page.

• Corresponds to matrix (onboarding/operation/risk/support/promo).
• Respectful, neutral, no pressure.
• Specific numbers and timelines, no ambiguity.

• Selected "you "/" you "and sustained everywhere.
• Numbers, currencies, dates in local format.
• Plain text, readability at grade 6-8 level.

[There's a "what next" after success.

13. 2 Tonality


13. 3 Localization and availability


14) Quick Templates (Copy-Paste)

Secondary action button:
Later/Back/Undo/Change Method

Transaction status:
"Sent for verification (up to 15 minutes). We'll notify as soon as it's ready"

Payment Error:
"The payment failed. Check your balance or try another way. If there was a charge, the funds will be returned automatically"

Responsible play (unobtrusively):
"Do you want to set up a daily limit? It will take a minute. [Set up limit]"

KYC request:
"Upload a photo of your passport or ID card. Normal check is 2-3 minutes"

15) Specificity of iGaming/fintech

Transparency of rules and bonuses: a short version of the conditions next to the CTA.
Statuses and payment terms: always in a prominent place.
Legal requirements: age, geo-restrictions, responsible play - clear and concise.
Tone at large amounts: calm, without hype; confirmation of steps and support channels.

16) How to implement in a team in 2 weeks

Week 1: text inventory, glossary, tonal matrix, checklists → review of 5 key screens.
Week 2: A/B test 2-3 formulations on onboarding and errors, fixing the guide in the design system, review regulations in PR/DesignOps.

17) Review Guide (for designers and developers)

Look at the text as part of the interface: it should "lead" the view to the action.
If the button - ask: "What is it talking about? What will happen?"
Any new term is in the glossary. Any new error is according to the "what/why/what to do" template.

Total

A strong interface language is systemic work: glossary, tone matrix, checklists, tests and measurable effect. The right words reduce friction, increase trust and grow metrics - without a single line of code.