SKT Develops and Applies 'UX Writing Guide' in Commemoration of Hangul Day

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SKT Develops and Applies 'UX Writing Guide' in Commemoration of Hangul Day

Published2026.10.06 09:21

Real-time Text Review through AI Agent 'Sotongi', Including Customer Emotion Map and Emoji Guidelines

SK Telecom has established a UX writing guide that standardizes customer guidance text across all mobile services. It is characterized by the use of easy Korean language as well as reflection of customer emotions experienced during the service usage flow, and a real-time review system through an AI agent has also been established.

In advance of Hangul Day, SK Telecom announced on the 6th that it has developed a 'UX Writing Guide' that systematizes customer language standards and is applying it to actual operations.

The guide, completed by the Customer Language Research Team through customer and employee surveys and consultation with language experts, is based on four principles: △easy △helpful △trustworthy △empathetic.

Customer Emotion Map and Expression Standards

The core of the guide is to reflect in the text the emotions that customers experience throughout their service usage journey.

By introducing a 'customer emotion map', the guide recommends expressions suited to situation-specific emotions such as anticipation, anxiety, embarrassment, doubt, and satisfaction.

For example, in case of password error, instead of 'You entered it incorrectly', it recommends 'Please check your password again'. Service unavailability notices also clearly specify the time period and whether re-guidance will be provided.

Sino-Korean words and foreign language terms are replaced with everyday expressions—'혜택이 상이합니다' becomes '혜택이 다릅니다' and '세션이 만료되었습니다' becomes '로그인 시간이 지났습니다'.

Additionally, considering social sensitivity, expressions have been refined such as changing '효자 상품' to '인기 상품' and '부모님 동의' to '보호자 동의'.

Emoji usage standards have also been established to ensure emojis do not replace letters and do not specify skin tone or gender.

Introducing AI Agent 'Sotongi'

SKT operates its proprietary AI agent 'Sotongi' to reduce the burden on employees of directly searching the guide.

According to the company, 'Sotongi' has been trained on 23 types of internal communication guidelines and approximately 50,000 language review data cases. It determines the appropriateness of newly coined terms by linking with external data and even checks for risk factors within images.

The application scope covers all customer touchpoints including banners, product and event pages, and announcements.

Lee Hye-yeon, Head of SK Telecom's Customer Value Innovation Division, stated, "Every single line of text that customers encounter in our service is a word SK Telecom delivers to customers. Through this guide and 'Sotongi', we will transform customer experience by using empathetic language that first understands the customer's heart."

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