Actions trigger a modal to open or a function to be carried out. They are usually verbs or a verb form.

Actions are found in the action bar, context menu, or button.

✅ Yes❌ NoNotes
1Edit detailsEdit name and description, RenameCalls modal to change name and description
2Edit [item type] Calls modal to change item configuration or settings
3CloseQuitUsed for modal primary buttons
4Create new Create new tree item
5Create [item type] Applies to any item that requires a save to initiate creation
7Copy Copy to clipboard or to paste
8DuplicateCloneDuplicate whole items
14Run, Rerun, RefreshRe-run 
17SelectClick, Press 
18Sign-in / Sign-outLog in / Log outVerb
19Signing-in Verb
20Sign-in settings Adjective
21Sign-in Noun


Metadata provides information about the state of an item or object. Metadata is often located in table column headers or a details panel.

✅ Yes❌ NoNotes
1Item nameObject name 
2Last run Workflows, Parent Segments
3Last build Insights Model
4Last trained Predictive Scoring
5Last attempt  
6Last updatedLast modified 
7Updated byLast modified by 
8Created by  
9Created onCreated at 

Proper Nouns

Proper nouns are always title-capitalized regardless of the context and do not follow capitalization rules that have been set.

Proper nouns are identified based on whether the company invented the term for an object in console. If it is an industry standard term, then it should not be a proper noun.


Abbreviations are a shortened form of a word or phrase.

Spell out the full word of abbreviated terms if space accommodates and it is not a frequently used term. Place abbreviation in parentheses after.

e.g. Identity Provider (IdP)

Limit Usage

Certain words add unnecessary filler text or complicate reading. Some words are difficult to understand. This is a guidance, not a mandate.

Limit UsageNotes
1pleaseUnless used in a dynamite modal, avoid usage of “please”.
It implies to a user that an action is optional.
2click / click onSomeone may not always be using a mouse
3fill inUse “type”, “edit”, or “enter”
6onceMeans one time, not after. Use “after” instead
7aboveAvoid directional words, bad for localization
8belowAvoid directional words, bad for localization
9in order toCan be shortened: “to”
10note that 
11in the future 
13mayuse might
16as well asuse “and”
17difficultuse “complex” for positive connotation
18complicateduse “complex”
19hereDon’t use this as a link, instead link the name of an object
20Latin wordsvia, vs. , etc. , i.e.Exception:e.g. can be used if an example needs to be given
21SlangWe have many international users. Slang is varies across cultures.
22Complex jargon 
23Negative words:failed, error, gone wrongAvoid pessimism. Focus on what the user can do to solve issues