2. Do you users give a shit?
(Yeah, about their problems)
3. What’s for lunch?
What did the dog just do?
I have to work late… again
What did the president tweet?
Game of Thrones, season 4Are they mad at me?
I could use some coffee
The price of ETH
That deadline for work
When will Daft Punk play in the US?
4. How do you get them to
care about your product?
(frame your product in a way that solves their problem)
7. Miller’s Law
“In order to understand what another
person is saying, you must assume that
it is true, and try to imagine what it could
be true of.”
(you need empathy to build great products)
9. Define your personas
● Who are they?
● What do they do?
● What do they have?
● What do they face?
● How do they dress?
● What do they care about?
Think of specific people, not just masses
Get to know your (potential) users
10. Talk to humans!
● Recruit 10 users to speak to for 30 minutes
● You’re looking for narratives, not yes/no questions
○ Don’t ask leading questions
○ Ask questions that begin with "Walk me through . . ." or
"Tell me about the last time you . . . "
● Distill what they tell you into personas
(the best copy typically comes right from user interviews)
11. Can you say that another way?
Dig deeper into conversations
12. “The essence of metaphor is
understanding and experiencing
one kind of thing in terms of
another.”
— George Lakoff, Metaphors We Live By
18. Attention, interest, desire, action
One of the most popular copywriting
formulas ever…
How do you:
● grab someone’s attention
● get them interested
● create desire
● compel them to act
28. Overall questions: What’s the bounce rate from this screen? Are you
catering to new or returning users?
If I’m a new user: Do I know what MetaMask is or why I should use it
(should you hyperlink to metamask? -What’s my incentive to do so?
29.
30. Excite me to log in — I clicked on it to learn more about this bounty!
Help new users learn about MetaMask and dApps
Reinforce
Bounties’
value
proposition
32. Microcopy
● Microcopy is any piece of text that helps guide the user through the
experience of using your product or service.
● 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.
33. Focus on the change you help users to
make
● Understand your different user groups and what their problems are
○ Can you vary your messaging for each audience?
● Reinforce your value proposition (frame) throughout your dApp
○ What are small ways you can delight users?
35. Key management
● Most people have ~90 passwords
● ⅓ online purchases are abandoned at checkout because of
passwords
And we expect people to securely manage long, complex private keys
39. Gas
● The concept of gas is new to most users
○ they’re not used to paying for transactions
● Suggest gas prices ranges
○ Give time approximations for the upper and lower bounds
○ Show gas prices converted to fiat
41. Long load times (hanging transactions)
● The first time I ever completed a transaction on Ethereum I was biting
my nails for about 20 minutes, waiting to see if I did it correctly.
● People hate to wait, it causes them stress.
Perception Tolerance
44. How can you put this into practice?
● Who is responsible for this in your org?
○ If it’s everyone, it’s likely that no one is…
● What are the OKRs that align with this?
○ Buyer/User Personas, Customer Journey Mapping, UX Interviews
○ Conversion optimization
○ Activations / Engagement (post sign up)
Please stop using Lorem Ipsum in designs...
46. Want to dive in further?
● Mastering Microcopy by Jack Zerby
● Sarah Doody’s UX Newsletter
● Jobs to Be Done - Clay Christensen
● UserOnboard.com
● Metaphors We Live By, by George Lakoff
47. Thank you so much for listening!
@aseoconnor any time you want to talk about this!
Want to be the first to know about new bounties and
events like this? Join the community in Slack + Twitter
@ethbounties
Want to help start the Decentralized Renaissance?
Apply for our alpha at cellarius.network