Grammar

We use US English, not British English.

There are many instances of “add functionality” across the product. It is effectively a call to action; as such it should be clear and consistent in describing the item to be added.

[Plus icon] + Add + [what is being added]

In other words, it abides by the same style as any CTA:

[Verb] + [Noun]
[Try] + [Free]

✅ Do Add features to your product. Keep it specific and short. [+] Add segment [+] Add user [+] Add release [+] Add task [+] Add objective [+] Add competitor [+] Add criteria	🛑 Don't Features can be added to your product. Be vague or general – specify exactly what’s being added. [+] Add value [+] Add field
✅ Do The engineering directors made several important decisions at the meeting. It’s ok to use more than two words if common sense demands it, ie. release group. [+] Add release group	🛑 Don't At the meeting, several important decisions were made by the engineering directors. Avoid adding the word “new”. By definition, adding something for the first time makes it new. [+] Add new value
	🛑 Don't The next five releases will be managed by the Stargate team. Be unnecessarily verbose. [+] Add new task field here
	🛑 Don't Productboard is used by organizations that scale fast.

Exceptions

There are a few instances where we don’t abide by this rule.

1) Companies (RH navigation of the Features board): here there are two possible legitimate actions, and so we cannot combine them into one descriptor.

✅ Do [+] Add or import companies

2) Where there is limited space in the UI, and text would impede clarity, we may use a tooltip or placeholder field.