Address the user
Referring to the claimant in third person (in other words, as he/she/they) could cause confusion – claimants might wonder whom a question or prompt is addressing. Address claimants as “you” to create a more welcoming experience and to clearly indicate actions the claimant needs to take to complete the application.
One concept questions
Break up multi-part questions
Sometimes, in an attempt to create a shorter application form, an agency will combine multiple short questions into a single, longer one (for example, “Since separating from your employer, have you received earnings from a retirement fund, a pension, a 401k, or another source?”). Although the impulse to create a shorter form is a good one, complex questions can confuse claimants. Make sure each question addresses just one concept at a time. Going back to the example we just shared, a better approach might be to ask claimants if they’ve received any earnings since separating from their employer, and then, in a separate question, asking them to indicate all they types of earnings they’ve received.
Tone
Use an open, non-judgmental, inquisitive tone
Claimants may be approaching the initial application process with apprehension – after all, they’ve recently separated from their employer and are likely worried about paying their bills, and they may be bringing with them negative past experiences with other government agencies (whether in the context of interacting with public benefits programs or other, unrelated agencies). Using an open, non-judgmental tone will help convey to claimants that your agency is here to help, and that information you’re collecting is only in service of getting claimants the benefits they’re eligible for.
Inclusiveness
Claimants in the UI system come from every population and demographic in the United States. It’s important to phrase things in such a way that does not exclude a claimants’ lived experience. Inclusive language supports more claimants to feel more comfortable and included which increases equity in the UI system.
Mental model
Use the language claimants use
Claimants’ mental models – that is, how they think about the UI system as a whole and about specific parts or interactions – most likely don’t match your mental model. Claimants aren’t aware of all of the policies and processes informing UI decisions; likewise, they’re most likely not familiar with the specific terminology associated with those policies and processes. Do user research to find out how your claimants speak and write about UI, and use the language they’re familiar with – this will not only create a more welcoming application experience, but it may also reduce error rates and minimize customer service burden down the line.
Jargon
Define any jargon you must use
In some cases, you won’t be able to avoid using jargon, and that’s OK. If you must use jargon or other terminology that might be unfamiliar to claimants, provide easy-to-access definitions. Parenthetical definitions, hover text, and concrete examples of potentially unfamiliar terms can all help claimants better understand your content.
Contextual help
Provide contextual help, where necessary
If a certain application question is likely to confuse a claimant, or if a claimant is likely to want more detail about why certain information is being requested, proactively answer these questions by including contextual help. (For more on proactive documentation, refer to this Nielsen Norman post.)
Chunking
Group like questions
Research has demonstrated that users have an easier time processing and recalling information that’s organized in meaningful groups, sometimes referred to as “chunks.” In addition, most users (claimants) expect application questions (or any other questions on a form) to be categorized, rather than presented as one undifferentiated list. Group your questions thematically and give each group a meaningful, concise title. For more information about the benefits of chunking content, review this Nielsen Norman post on the topic.