UX Content Scorecard Template .xlsx

	A	B	C	D	E	F
1	UX Content scorecard (dedicated to User Journeys)
2	Person's goals	What the person should or can do to meet their goals is clear.
3	Organization's goal	The user's actions also meet the organization's goals.
4	criteria	Explanation	Examples Do ✅	Examples Don't ❌	comments	score 1-10
5	Usability
6	Accessible	The product is understandable and can be used no matter the situation the user could be in or their personal ability. The product doesn't actively discriminate nor make users feel discriminated. Every user feel welcomed and understood when using the product.
7		Content must be available in the languages the people using it are proficient in. Avoid slang, abbreviations, complex words or in other languages: not everyone is native or bilingual. Reading level is basic: a 16 years old could understand it. It might seems low, but it helps our users understand everything faster. It also supports our writing guidelines on shorter sentences, simple tenses, and familiar words. Reading level can be checked using apps like Writer, http://www.hemingwayapp.com/ or https://readable.com/.
8		Every element has text for screen readers to read. For a deeper dive into coding and alt text standards, visit the Web Content Accessibility Guidelines (WCAG).
9	Concise	Our sentences should have 15 words max. Writing guru Ann Wylie describes research showing that when average sentence length is 14 words, readers understand more than 90% of what they’re reading. At 43 words, comprehension drops to less than 10%. Studies also show that sentences of 11 words are considered easy to read, while those of 21 words are fairly difficult. At 25 words, sentences become difficult, and 29 words or longer, very difficult."
10	Clear	Actions have unambiguous results.
11		The same term means the same concept, every time it's used.
12		Technical or complex terms and actions are explained when needed
13		Sentence turns are positive, with action verbs.
14	Tone of voice
15	concepts	In 3 key words, what is the main values and concept of the brand personality are... If your company does not have a style guide, you can start by using an established one such as AP for instance.
16	Vocabulary	The copy takes into account the emotional state of the user, ensuring empathy, benevolence and proximity. A vocabulary list here is ideal to align stakeholders on the word choices.
17	Syntax	CTA buttons are clear and engaging, with action verbs in the infinitive. When writing them, imagine you are completing the sentence: I want to "xxx".
18	Punctuation	Keep it simple: exclamation point and question mark are used sparingly.
19	Capitalization	Use sentence case, even in headings and titles. Put a capital letter at the beginning of each title and at the beginning of each CTA. On list items, no capitals.
20					SCORE	0
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22	Scoring : 1: to be reworked in depth 2-3: needs to be prioritized 4-5: needs further work 6-7: could be further improved 8-9: very good 10: perfect
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24	⚠️ Disclamer: This template was inspired by the book Strategic Writing for UX from Torrey Podmajersky. Every element should be adapted to your brand and product to match your specificities. This scorecard can be used to: - perform a UX Content audit - make a checklist for designers - align with stakeholders and inform decisions to avoid subective feedbacks.
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