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Copywriting Strategies for Better UX

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When designing for web and mobile platforms, the copy matters. Whether it’s in a form field, a check-out flow, or a call to action, copy can make or break the user's experience with a product or brand. When we engage customers through digital experiences for entertainment or e-commerce, it is imperative to consider the copy within the context of the medium, user flow, visual design, and overarching brand narrative. In this class for General Assembly NYC, students will learn best practices, tips, and tools for writing the best copy or microcopy possible.

https://generalassemb.ly/education/copywriting-strategies-for-better-ux

Published in: Design
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Copywriting Strategies for Better UX

  1. 1. Copywriting Strategies for UX BETTER
  2. 2. About Me A brand strategist, copywriter, and digital storyteller for more than 13 years, Tracey John has worked with brands across television, video games, e-commerce, and healthcare. She is currently a consultant and contractor working with several clients on digital branding and copywriting. A Few Brands I’ve Worked With… My LinkedIn Profile
  3. 3. Work I’ve Done
  4. 4. Work I’ve Done
  5. 5. Work I’ve Done
  6. 6. Work I’ve Done
  7. 7. Work I’ve Done
  8. 8. What is UX? (briefly)
  9. 9. COPY COPY
  10. 10. What is microcopy?
  11. 11. “Microcopy is the text we don’t talk about very often. It’s the label on a form field, a tiny piece of instructional text, or the words on a button. It’s the little text that can make or break your user experience.” — Smashing Magazine
  12. 12. Why is microcopy important?
  13. 13. You see microcopy everywhere, everyday.
  14. 14. You don’t really notice when microcopy works. But when it doesn’t work… you know.
  15. 15. Microcopy is more than the copy on buttons and in form fields.
  16. 16. Instructional Emails
  17. 17. Push Notifications
  18. 18. Alerts
  19. 19. Loading Screens
  20. 20. Error Messages
  21. 21. Log Out Screens
  22. 22. Settings
  23. 23. Release Notes
  24. 24. Even CAPTCHA
  25. 25. GUIDING
 PRINCIPLES
  26. 26. No one reads.They skim.
  27. 27. 1 CLARITY CONTEXT2 CONSISTENCY3 CHARM4 My Guiding Principles: The 4 C’s
  28. 28. CLARITY Does the copy clearly explain all the information that the user needs? Is it useful? Is it simple and succinct?
  29. 29. Don’t give too much information. Be sure to give the right information that the user needs. And remember: Copy is not a crutch for bad design.
  30. 30. NOT Clear
  31. 31. TMI
  32. 32. TMI
  33. 33. Irony
  34. 34. Clear(er)
  35. 35. Clear
  36. 36. Clear
  37. 37. Clear
  38. 38. 1 CLARITY CONTEXT2 My Guiding Principles: The 4 C’s
  39. 39. CONTEXT Is the copy relevant and appropriate to the experience? Does it have purpose and meaning?
  40. 40. Consider the platform of the interactions. Don’t make assumptions about what info users will know or retain during the interactions.
  41. 41. Out of Context
  42. 42. Out of Context
  43. 43. Out of Context
  44. 44. Out of Context
  45. 45. In Context
  46. 46. In Context
  47. 47. In Context
  48. 48. In Context
  49. 49. 1 CLARITY CONTEXT2 CONSISTENCY3 My Guiding Principles: The 4 C’s
  50. 50. CONSISTENCY Is the copy consistent and logical throughout the user flow and other platforms?
  51. 51. While the copy should still be tailored to each platform, it should also be consistent with the brand voice and speak to the users. (We’ll talk more about brand voice in a bit.)
  52. 52. Inconsistent
  53. 53. Inconsistent
  54. 54. Whut
  55. 55. Consistent
  56. 56. Consistent
  57. 57. Consistent
  58. 58. 1 CLARITY CONTEXT2 CONSISTENCY3 CHARM4 My Guiding Principles: The 4 C’s
  59. 59. CHARM Does the copy convey a human voice and the personality of the brand—without sacrificing clarity, context, and consistency?
  60. 60. Charm in microcopy can be delightful and memorable… But don’t overdo it.
  61. 61. Cute, But Ambiguous
  62. 62. Robot Speak
  63. 63. WTF
  64. 64. Charming
  65. 65. Charming
  66. 66. Charming
  67. 67. Charming
  68. 68. Charming
  69. 69. MORE ABOUT CHARM (BRAND VOICE)
  70. 70. “Brand voice is the purposeful, consistent expression of a brand through words and prose styles that engage and motivate. It’s true: The personality of your brand is determined, in large measure, by the words you use and the sentences you write.” — Larsen
  71. 71. The goal of UX design is to create products that are useful, useable, and desirable… and when possible… delightful.
  72. 72. Clarity, Context, and Consistency can make your products useful, useable, and desirable. Charm (brand voice) can make your products delightful and stand out among your competitors.
  73. 73. Mail Chimp
  74. 74. Woot!
  75. 75. Virgin America
  76. 76. Virgin America
  77. 77. Virgin America
  78. 78. Virgin America
  79. 79. BarkBox
  80. 80. BarkBox
  81. 81. BarkBox
  82. 82. Yummly
  83. 83. Yummly
  84. 84. If available, the Brand Book or Style Guide is your friend.
  85. 85. Example Page in a Brand Book or Style Guide
  86. 86. Example Page in a Brand Book or Style Guide
  87. 87. Style Guide Resource http://styleguide.mailchimp.com/
  88. 88. Style Guide Resource http://voiceandtone.com/
  89. 89. Writing Resources
  90. 90. What about process?
  91. 91. GOOD MICROCOPY
 IS A 
 TEAM EFFORT.
  92. 92. UX WRITER (YOU) DEVELOPERS & DESIGNERS THE TEAM
  93. 93. 1 DISCOVER (goals) DEFINE (audience)2 IDEATE & WRITE3 REVIEW & EVALUATE4 My Process (Similar to UX) TEST & ITERATE5
  94. 94. Above all, be clear, useful, and friendly.
  95. 95. QUIZ!POP (Not really.)
  96. 96. What’s wrong here?
  97. 97. How about here?
  98. 98. How would you fix this?
  99. 99. How would you fix this?
  100. 100. QUESTIONS & ANSWERS Ask away!
  101. 101. Thanks for your time! tracey@traceyjohn.com @traceyjohn More questions? Other comments? Give me a shout!

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