The rule
Discover existing names within your ecosystem before inventing new ones.
Why it matters
Using familiar terms aligns with the user's existing mental models and reduces the effort required to learn the interface. Precise naming establishes the value of a feature and prevents "mystery boxes" of incomplete design. Clear labels are also foundational for accessibility, as screen readers rely on them to explain the interface.
How to apply it
- Research what a feature is called by competitors and within your own product family.
- Mine user language from support tickets, Reddit, and chat transcripts to find authentic terms.
- Choose the term with the most in common with other ecosystem names if multiple options exist.
- Use descriptive, plain language instead of "cute" or branded jargon for functional elements.
Example
Weak
"Paycheck Info" (based on writer assumption)
Stronger
"Share Direct Deposit" (based on user research)
Tensions and exceptions
Sometimes a product requires a unique, branded name to differentiate itself or create a new convention. In these cases, the name must be supported by clear microcopy explaining the feature's meaning and value, as a unique name alone may confuse the user.