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UX WRITING
noun
The method in which I use the power of heuristics and empathy to deliver a valuable user experience.
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All microcopy written by me.
Mobile UI kit from Figma.
UX Writing: Text
UX Writing: Products
FAILURES AND CANCELLATIONS
Scenario: A traveler is in an airport waiting for the last leg of a flight home when their flight gets abruptly cancelled due to bad weather.
Challenge: Write a message from the airline app notifying them of the cancellation and what they need to do next.
Solution: This is a sensitive situation with a high chance of aggravating the user.
Deploying fear-based messaging evokes a sense of danger and urgency in the user. Users become more understanding towards the situation, thereby mitigating any negative emotional response.
There is also a sense of empathy on the part of the client (i.e. the airlines), with emphasis placed on the user as a priority.
It then goes on to offer a solution and assistance, which gives users a peace of mind knowing they have the situation under control and that they are not alone.
ERROR STATES
Scenario: The user entered the wrong email address to sign in to their account.
Challenge: Tell the user to enter the right email.
Solution: The key to writing a proper error state message is to remember to never shame or blame the user.
In this case a more light-hearted, and even conversational, tone is adopted. This sets it apart from the usual rigid "incorrect email" messages we see.
The user should feel assured that it is not their fault and that there is always a way out in the event they get stuck.
UX Writing: Products
MODAL POP-UPS
Scenario: A user is in their favorite supermarket. They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.
Challenge: Write a promotional home screen for a subscription service that delivers groceries to the user once a month for a flat fee.
Solution: Modal pop-ups are disruptive to a user's experience, so it is important to capture as much essence as possible in the headline and body copy.
The body copy has to emphasize the value proposition for said product (in this case, convenience in the form of home delivery for a flat fee) so users will not be so quick to close the pop-up.
The "no, thanks" button gives users the option to opt out but also evokes a sense of loss aversion - users may be inclined to sign up for this promotion as they do not wish to lug their groceries home. Plus, they get to enjoy it at a special price!
UX Writing: Products
ALERTS AND NOTIFICATIONS
Scenario: The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app on their phone.
Challenge: Tell the user that one of their favorite bands is playing live in their town. How would you compel them to want to go?
Solution: Users tend to dismiss notifications, so it is useful to front-load the message with the most important information. As there is very limited character space and attention span to work with, the message has to be kept very clear and concise in order to grab the user's attention.
UX Writing: Products
PERSONALLY IDENTIFIABLE INFO (PII)
Scenario: The user is trying to view a website to buy a car. However, the content can’t load without the user’s location. They need to enter their postal code and first name.
Challenge: Ask them where they live and who they are without sounding like their data is being mined unnecessarily.
Solution: When prompting users to enter potentially sensitive information, it is important to let them know why their data is needed, what their data is being used for, and what they will be getting in return.
Providing users with the option to access the privacy policy and receive future promotions reassures them about data protection and helps them appreciate the benefits gained from providing their data.
UX Writing: Products
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