The words we use matter. Keeping them consistent helps our product resonate with travellers and creates a foundation for scaleable and reusable content design.
General language
A traveller’s account can be found in the ‘Profile’ area. This defines the area in which details and information are stored for that specific traveller.
- ‘Go to Profile to update your account details.’
- ‘Save this flight to your account’
Accessing accounts
Do |
Don’t |
---|---|
Log in (verb), Login (noun) |
Sign in |
Meeting travellers’ expectations
Travellers can easily confuse ‘sign in’ with ‘sign up’. The labels ‘log in’ and ‘sign up’ allow users to glance and understand the two different user journeys.
Allowing for concise copy
‘Log in’ has the derived noun ‘login’, which refers to a user’s email and password. This allows us to be more concise with running copy. The same doesn’t exist for ‘sign in’.
Improving usability
‘Log in’ is typically related to a digital product. ‘Sign in’ is a phrasal verb historically used for physically signing into a location.
Helping with scalability
Creating clear distinctions between user journeys helps us to scale language. Users can ‘log in’ to their account and ‘sign up’ for marketing emails.
Keeping our voice consistent
‘Log in’ is typically less formal than ‘sign in’. This helps us to maintain a more humanised, traveller-first tone.
App
Use ‘in-app’ as a compound adjective.
- In-app experiences
- Get Price Alerts in-app
- Drops, only in-app
Don’t use ‘in app’ without a hyphen.
- Get Price Alerts in app
Don’t use ‘in the app’.
- Get Drops in the app
Don’t use ‘on’ the app when talking about a product or feature.
- On the app
- On app
Drops
‘Drops’ is an app feature that surfaces flights that have recently experienced a price decrease by at least 20%.
Word |
Usage |
Example |
---|---|---|
DROPS (noun) |
This is used in logos and imagery. Use all capitals sparingly |
|
Drops (noun) |
Title case can be used in running copy |
‘Find the latest Drops’ |
drops (verb) |
Lowercase can be used in running copy |
‘Your next trip could drop today’, ‘flight price drops’ |
Don’t use upper-case in running copy.
- Check out your latest DROPS
Saved
‘Saved’ is the area within a traveller’s account where any flights, hotels and cars are saved for later.
When using ‘Saved’ as a proper noun, capitalise it in all labels and running copy.
Do |
Don’t |
---|---|
Saved |
saved Saved list Save to list Wishlist Wish list Favourites |
Don’t capitalise ‘Saved’ when used as a verb.
- Check your Saved cars
Price Alerts
‘Price Alerts’ is the name for emails and push notifications a traveller receives when a specific flight price changes.
‘Price Alerts’ is a proper noun and should be capitalised in any label and running copy.