This document discusses strategies for writing effective microcopy in user experiences (UX). It begins with an introduction of the author and their experience in brand strategy, copywriting, and digital storytelling. The bulk of the document then focuses on principles for writing microcopy, including clarity, context, consistency, and charm. It provides examples of both effective and ineffective microcopy based on these principles. It also discusses the importance of understanding brand voice and having a process for developing microcopy that involves UX designers, developers, and writers.

1. Copywriting
Strategies for UX
BETTER

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. Work I’ve Done

4. Work I’ve Done

5. Work I’ve Done

6. Work I’ve Done

7. Work I’ve Done

8. What is UX?
(briefly)

10. COPY
COPY

11. What is microcopy?

12. “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

13. Why is microcopy
important?

14. You see microcopy
everywhere,
everyday.

18. You don’t really notice when microcopy works.
But when it doesn’t work… you know.

21. Microcopy is more than
the copy on buttons
and in form fields.

22. Instructional Emails

23. Push Notifications

24. Alerts

25. Loading Screens

26. Error Messages

27. Log Out Screens

28. Settings

29. Release Notes

30. Even CAPTCHA

31. GUIDING
PRINCIPLES

32. No one reads.They skim.

33. 1 CLARITY
CONTEXT2
CONSISTENCY3
CHARM4
My Guiding Principles: The 4 C’s

34. CLARITY
Does the copy clearly explain all the
information that the user needs?
Is it useful?
Is it simple and succinct?

35. 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.

37. NOT Clear

38. TMI

39. TMI

40. Irony

41. Clear(er)

42. Clear

43. Clear

44. Clear

45. 1 CLARITY
CONTEXT2
My Guiding Principles: The 4 C’s

46. CONTEXT
Is the copy relevant and appropriate
to the experience?
Does it have purpose and meaning?

47. Consider the platform of the interactions.
Don’t make assumptions about what info users
will know or retain during the interactions.

48. Out of Context

49. Out of Context

50. Out of Context

51. Out of Context

52. In Context

53. In Context

54. In Context

55. In Context

56. 1 CLARITY
CONTEXT2
CONSISTENCY3
My Guiding Principles: The 4 C’s

57. CONSISTENCY
Is the copy consistent and logical throughout
the user flow and other platforms?

58. 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.)

59. Inconsistent

60. Inconsistent

61. Whut

62. Consistent

63. Consistent

64. Consistent

65. 1 CLARITY
CONTEXT2
CONSISTENCY3
CHARM4
My Guiding Principles: The 4 C’s

66. CHARM
Does the copy convey a human voice and the
personality of the brand—without sacrificing
clarity, context, and consistency?

67. Charm in microcopy can be
delightful and memorable…
But don’t overdo it.

68. Cute, But Ambiguous

69. Robot Speak

70. WTF

71. Charming

72. Charming

73. Charming

74. Charming

75. Charming

76. MORE ABOUT
CHARM
(BRAND VOICE)

77. “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

78. The goal of UX design is to create products that are
useful, useable, and desirable… and when
possible… delightful.

79. 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.

80. Mail Chimp

81. Woot!

82. Virgin America

83. Virgin America

84. Virgin America

85. Virgin America

86. BarkBox

87. BarkBox

88. BarkBox

89. Yummly

90. Yummly

91. If available, the Brand Book or Style Guide is your friend.

92. Example Page in a Brand Book or Style Guide

93. Example Page in a Brand Book or Style Guide

94. Style Guide Resource
http://styleguide.mailchimp.com/

95. Style Guide Resource
http://voiceandtone.com/

96. Writing Resources

97. What about
process?

98. GOOD MICROCOPY
IS A
TEAM EFFORT.

99. UX
WRITER (YOU)
DEVELOPERS &
DESIGNERS
THE TEAM

100. 1 DISCOVER (goals)
DEFINE (audience)2
IDEATE & WRITE3
REVIEW & EVALUATE4
My Process (Similar to UX)
TEST & ITERATE5

101. Above all, be clear, useful, and friendly.

102. QUIZ!POP
(Not really.)

103. What’s wrong here?

104. How about here?

105. How would you fix this?

106. How would you fix this?

107. QUESTIONS & ANSWERS
Ask away!

108. Thanks for your time!
tracey@traceyjohn.com
@traceyjohn
More questions? Other comments? Give me a shout!