Microcopy, Macro-Impact: UX Writing, Linguistic Errors, and Vernacular Authenticity in a Local Indonesian Menu

Abstract

Bridging the gap between digital-centric theories and tangible cultural artifacts, this study applies the principles of User Experience (UX) Writing to a non-digital object: a menu from a local restaurant in Sumbawa, Indonesia. The research investigates how its textual elements—from microcopy to information architecture—address the communicative needs of a global tourist audience. Employing a qualitative textual analysis, the study systematically evaluates the menu against core UX tenets such as clarity, voice, and usability. The findings reveal a stark paradox: the menu demonstrates high functional clarity in its information architecture but significantly underutilizes persuasive strategies, rendering it effective as an informational guide but less persuasive as a marketing tool. However, the most compelling finding is how a series of unintentional linguistic errors generates a distinctive ‘vernacular-authentic’ tone. This study argues that these very flaws, typically viewed as unprofessional, function as markers of non-corporate authenticity that may appeal strongly to tourists seeking genuine local experiences. Consequently, this research provides two significant contributions. First, it demonstrates the robust applicability of UX Writing as an analytical framework for non-digital, everyday texts, thereby expanding the discipline's conventional boundaries. Second, it offers a novel perspective on authenticity in tourism discourse, proposing that textual 'imperfection' can paradoxically function as a powerful and strategic communicative asset, fostering a sense of genuine connection. Theoretically, this expands UX Writing by validating its applicability to physical cultural artifacts, bridging the gap between digital design principles and traditional tourism discourse.