Clarify: What's in a Name? More Than You Think.
The Context
Clarify is an iOS text comprehension tool integrated into the native text selection action bar. When a user highlights text they don't understand, they can tap a single button to receive an instant plain-language explanation without leaving the page they are reading. The feature was designed primarily for users with ADHD, dyslexia, and reading comprehension challenges.
The Challenge
Naming a feature that simplifies text for users who struggle with comprehension required navigating a specific psychological risk: the name itself could not communicate that the user had a deficiency. The wrong name would undermine the feature's core purpose by making the user feel patronized at the exact moment they were asking for help.
The Decision
Two names were considered: "Simplify" and "Clarify."
"Simplify" accurately describes the function - it makes complex text simpler. But the word carries an implicit judgment about the text and, by extension, the reader. To simplify something is to make it easier, which presupposes it was too hard. For a user who already struggles with reading confidence, that framing adds cognitive and emotional weight at the worst possible moment.
"Clarify" describes the same function but from a different angle. To clarify is to make meaning clearer — a service that could benefit any reader, regardless of ability. It implies the text itself lacked clarity, not the reader. The user is not struggling; they are seeking precision.
A survey of 20 participants was conducted without revealing the preferred option. The majority chose "Clarify" independently, validating that the psychological distinction was not just theoretical - users felt it.
The Outcome
"Clarify" became the feature name. The decision demonstrated that naming is not just branding - it is a direct UX decision that affects how users relate to a product and whether they feel safe using it.