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@hannahkalvarez
Humans are weird.
[use your imagination here]
Part 1: Copywriting + UX
Part 3: What NOT to do
Part 2: Writing human-centered copy
...and some take-home tips, resources,...
Part 1: Copywriting + UX
copy
copy
copy
copy copy
copy
copy
copy
Copy can make or
break the usability of
a product.
#UTwebinar
Icon usability study
47%
Icon usability
Add to Favorites
159%
Icon usability
Groups
Copy shapes the
user’s perception of
your brand.
#UTwebinar
Going somewhere
Special?
Dressed Up
& Ready to Glow
Shop Soiree Stunners »
Night Fever
Late nights that turn into
early mo...
polite
genuine
smart
confident
serious
remembered
my name!
(no pressure.)
Part 2:
Writing human-centered
copy
5 weird things about humans
(and how knowing about them will help you
write better copy)
Weird human thing #1:
We’re basically terrified of
everything.
Is my credit card
info secure? Am I doing
this wrong?
Will ...
“Wait, what about…?”
Weird human thing #2:
We read almost nothing,
and then we forget almost
all of it.
What we
see
What we
read
What we
remember
Average
What we
see
What we
read
What we
remember
Less copy
Only one thing
to do
at a time.
Weird human thing #3:
We need to both fit in
and stand out.
Yes, you ARE awesome!
NOPE
Why there’s nothing quite like iPhone
Fill in the blank:
My users are the kind of
people who really _____.
Weird human thing #4:
Our environment affects
our ability.
your user →
Plain language
is your friend.
simplifying
≠
dumbing down
“This is too easy to
understand. I hate it.”
- No one ever
#UTwebinar
PlainLanguage.gov
Center for Plain Language
Hemingway App
Weird human thing #5:
We don’t want to like you.
You’re gonna have to
win friends
and influence people.
EMPATHY
Part 3:
What NOT to do
Bad copy serves the
company’s needs
while ignoring the users’.
Jargon
Not every user is
your ideal user!
Avoiding jargon:
Plain language (if possible)
Optional definitions and instructions
Fluff
“
”
Avoiding fluff:
Make a list of words to never say
Every word should serve a purpose
Use verbs and the word “because”
Obfuscation
(making obscure or unclear)
The Committee concluded, having regard to the totality of the factors
considered above that choice could not be given sign...
Avoiding obfuscation:
Own the issue
Helpful recommendations
Cleverness
Managing cleverness:
Don’t force it
Don’t get clever with instructions
Does it support the brand experience?
Let’s write some
awesome, human-
centered copy.
1. Listen to how your users
speak.
2. Question everything you
write.
Does this provide value?
Does this make sense?
Does this make me
sound like a jerk?
Does...
3. Test everything you can.
4. Create a voice and tone
guide.
5. Get your team on board.
What kind of relationship
are you building?
Human-centered
copywriting is not about
warm fuzzies.
Do it to make money.
Do it to increase your conversions.
Do it to improve customer retention.
(If you’re into that kind of...
Questions?
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience
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Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience

The words you include in a website, app, email, or ad are your brand’s opportunity to speak directly to your users and build a relationship. The problem is that most copy is written to serve the company, not the customer.

Learn:
• How bad copy can destroy your UX
• How good copy can help you win more business and increase customer loyalty
• Some surprising human quirks, and how we can use them to our advantage when we write

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Human-Centered Copywriting: How Your Words Can Make or Break Your User Experience

  1. 1. @hannahkalvarez
  2. 2. Humans are weird.
  3. 3. [use your imagination here]
  4. 4. Part 1: Copywriting + UX Part 3: What NOT to do Part 2: Writing human-centered copy ...and some take-home tips, resources, and Q&A
  5. 5. Part 1: Copywriting + UX
  6. 6. copy copy copy copy copy copy copy copy
  7. 7. Copy can make or break the usability of a product. #UTwebinar
  8. 8. Icon usability study
  9. 9. 47% Icon usability Add to Favorites
  10. 10. 159% Icon usability Groups
  11. 11. Copy shapes the user’s perception of your brand. #UTwebinar
  12. 12. Going somewhere Special? Dressed Up & Ready to Glow Shop Soiree Stunners » Night Fever Late nights that turn into early mornings are kind of our thing, so dress like a midnight rambler and get your ass on stage. View the Lookbook »
  13. 13. polite genuine smart confident serious remembered my name!
  14. 14. (no pressure.)
  15. 15. Part 2: Writing human-centered copy
  16. 16. 5 weird things about humans (and how knowing about them will help you write better copy)
  17. 17. Weird human thing #1: We’re basically terrified of everything. Is my credit card info secure? Am I doing this wrong? Will I be able to get back to this screen? What if none of these options apply to me? Will I have to talk to a sales person?
  18. 18. “Wait, what about…?”
  19. 19. Weird human thing #2: We read almost nothing, and then we forget almost all of it.
  20. 20. What we see What we read What we remember Average
  21. 21. What we see What we read What we remember Less copy
  22. 22. Only one thing to do at a time.
  23. 23. Weird human thing #3: We need to both fit in and stand out.
  24. 24. Yes, you ARE awesome!
  25. 25. NOPE
  26. 26. Why there’s nothing quite like iPhone
  27. 27. Fill in the blank: My users are the kind of people who really _____.
  28. 28. Weird human thing #4: Our environment affects our ability.
  29. 29. your user →
  30. 30. Plain language is your friend.
  31. 31. simplifying ≠ dumbing down
  32. 32. “This is too easy to understand. I hate it.” - No one ever #UTwebinar
  33. 33. PlainLanguage.gov Center for Plain Language Hemingway App
  34. 34. Weird human thing #5: We don’t want to like you.
  35. 35. You’re gonna have to win friends and influence people.
  36. 36. EMPATHY
  37. 37. Part 3: What NOT to do
  38. 38. Bad copy serves the company’s needs while ignoring the users’.
  39. 39. Jargon
  40. 40. Not every user is your ideal user!
  41. 41. Avoiding jargon: Plain language (if possible) Optional definitions and instructions
  42. 42. Fluff
  43. 43. “ ”
  44. 44. Avoiding fluff: Make a list of words to never say Every word should serve a purpose Use verbs and the word “because”
  45. 45. Obfuscation (making obscure or unclear)
  46. 46. The Committee concluded, having regard to the totality of the factors considered above that choice could not be given significant weight and that there was not currently a gap on the spectrum of adequacy sufficient to conclude that the provision of pharmaceutical services is not currently secured to the standard of adequacy. Accordingly the Committed concluded: The application was neither necessary nor expedient to secure the adequate provision of services in the neighbourhood, and therefore dismissed the appeal in this respect. “ ”
  47. 47. Avoiding obfuscation: Own the issue Helpful recommendations
  48. 48. Cleverness
  49. 49. Managing cleverness: Don’t force it Don’t get clever with instructions Does it support the brand experience?
  50. 50. Let’s write some awesome, human- centered copy.
  51. 51. 1. Listen to how your users speak.
  52. 52. 2. Question everything you write. Does this provide value? Does this make sense? Does this make me sound like a jerk? Does this build the relationship we want with our users?
  53. 53. 3. Test everything you can.
  54. 54. 4. Create a voice and tone guide.
  55. 55. 5. Get your team on board.
  56. 56. What kind of relationship are you building?
  57. 57. Human-centered copywriting is not about warm fuzzies.
  58. 58. Do it to make money. Do it to increase your conversions. Do it to improve customer retention. (If you’re into that kind of thing.)
  59. 59. Questions?

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