Getting started

Writing guidelines for UI text and product content across Coop’s digital products.

The sound of Coop

The Coop brand is shaped not only by how it looks, but also by how it sounds. What we say – and how we say it – is just as important as our visual identity. Everyone who writes for Coop is responsible for keeping a clear and consistent tone of voice, whether writing articles, campaigns, or microcopy on the website or in the app.

UX-writing – friendly, straightforward, and short

UX writing includes menus, forms, links, tool tips, messages, confirmations, chat bots, and much more. All the clear, simple, and helpful texts that guide the user through the information, create a good experience for every user – and ultimately, lead to a decision to become a member, buy products, or other actions. These small texts take the user by the hand and simply say ”Hello friend, this is the way – I’ll show you”.

In short, the purpose of UX-writing is to guide, clarify, simplify, and set the right expectations in an inclusive way. Keep these aspects in mind:

The users – What do they know? Are they here to shop or browse recipes?
The context – Where are they? What device are they using? Is this their first visit?
The journey – What were they doing before, and where are they heading next?
The brand – Is the Coop identity clear and consistent? What should they feel?
The business goal – What do we want them to do, buy related products or use their bonus?

Write for scanning first, reading second

In digital channels, space and the user’s attention span are limited. Most users don’t read – they skim. Directions, messages, or anything we want to say must be kept short and clear, making it easy for our users to find the information they’re looking for.

Best practice

Use short paragraphs, just 2–4 lines
Mark sections clearly
Put key info first
Use bullet lists
Keep one idea per sentence
Use a straightforward tone – ”use this when…” rather than ”this can be used when…”

Where to start

If you’re new to UX writing guidelines in CDS, read in this order:

Need help or have a question?

Start with Help and check the FAQ for common answers.