Introduction
This style guide is for anyone writing product content at Maze. It defines how we write and why, with practical rules and examples for every part of the product experience.
Use this guide to:
- Write clear, accessible product content
- Maintain a consistent voice and tone across surfaces
- Make decisions about spelling, grammar, and naming
- Avoid common pitfalls when localizing or updating copy
This is not a marketing or brand guide. For campaign content, emails, and social, please refer to the Marketing writing guide.
If you have any questions, feel free to reach out in #topic-ux-writing.
References
- AP Stylebook for grammar and mechanics, with some deviations to better adapt to Maze’s product tone and usage.
- W3 and WCAG guidelines for accessible writing
- Maze Help Center for product support documentation
- Inspiration from mature design systems across DesignSystems.Surf, particularly Polaris and Material Design
Quick reference
Use this non-exhaustive list for a quick primer on Maze product writing guidelines:
- US English spelling
- Use contractions (it’s, you’re)
- Use sentence case
- Prefer active voice
- Address the user directly (you/your)
- Capitalize branded products/features (e.g. Reach, Clips)
- Don’t capitalize artifacts (e.g. study, reel, task)
- Use the Oxford comma
- Don’t use exclamation marks and don’t make rhetorical questions
- Use numerals for 10+, spell out zero to nine
- Use $ and % symbols
- Write dates as October 25, 2025 (or Oct 25, 2025 if space is limited)
- Use 12-hour format for time, with am/pm (e.g. 3:00 pm)
- Frame instructions positively