Exemplar user-centric copy. Produced to compel a client to consider small changes that make a considerable difference to the apparent humanity of an interface.

1. http://www.norwichunion.com/form/car-claims

2. http://www.devshop.com/Pages/Product/WhatsDifferent.aspx

3. https://secure.moo.com/account/signin.php?return=

4. http://www.panic.com/coda/

5. http://www.mozilla.com/en-US/404

6. http://www.google.com/calendar

7. http://photojojo.com/

8. http://www.picnik.com/

9. Little touches make a difference FlickR’s button to escape from Adult content MIT’s campus map Google Mail FlickR Community Amazon’s book preview Google Chrome

10. Plus Almost anything that Mini do online ( http:// www.miniusa.com ) First Direct ( http://www.firstdirect.co.uk ) have stand-out in a Financial Services market although Mint / Geezeo and Wesabe are more natural feeling. It’s worth looking through the great work done for Bjorn Borg underwear in Sweden ( http://www.bjornborg.com/en/Love/ ) for the way in which they integrate a joyful tone of voice throughout the shopping experience. Starbucks coffee at home ( http:// www.starbuckscoffeeathome.com / ) does a great job of bringing the feel of a barista's advice to the online environment through a combination of copy and needs-based decision making.