UX writing is a specific form of writing that is based on 3 principles:
Clarity-Using clear language
Concise-Keeping copy short and as brief as possible
Usefulness-Conveying the information you need to communicate
As with most forms of writing, I think the key to a good UX strategy revolves around:
Understanding where the user is in their journey
Establishing a consistent voice and adjust copy for tone (create and updating a style guide)
Maximize your impact with as few words as possible
Let’s see some examples….
Mobile App UX writing
OfferUp Payment UX
Problem: Create UI text and visuals to introduce a new payment system by OfferUp (in select markets)
Insight: According to Statista research, trust and convenience are the biggest factors for users to consider when using a mobile payment system.
Approach: Create a series of screens to introduce customers to the product, while re-assuring them that security and privacy are our utmost concern.
Solution: Use a casual, exciting tone to introduce the service, followed by a simple UI with visual graphics to show how it works. Create engaging microcopy and a content ecosystem to help users find what they need. Finally, show why mobile payments through OfferUp make sense, and create an easy order screen to save and submit card details.
Email design and UX writing
Cody, a fitness app directed and coached by health experts, asked me to rewrite this email.
Problem: Low open-rate, engagement, and customer feedback
Insight: Besides the outdated, HTML design, the email is simply too copy-reliant. I would use a better layout and make it “skimmable”.
strategy: Simplify, REDUCE
Visual imagery are an important tool for any effective UX writer. These days I need to wear many hats, so creating images that capture attention is part of my work.
Change: Created a more interesting graphic to lead the email, adding a branded logo for the exercise (Also, I wish I could do this headstand).
Let the headlines guide the reader
According to the Nielsen Norman Group, not only do users skim content in an F-pattern, but they typically only read the first few lines of text before moving on.
Bullets, lists, and headlines are all things users know and love. I created a series of bullet points to summarize information rather than conveying the same information through wordy paragraphs.
Use of headlines grab attention, and entice readers to keep reading.
CALLING your audience into action
Effective CTA’s can separate a bad UX writer from a good one. Here’s an example of what I would consider a poor CTA:
But research has shown these types of CTA’s are ineffectual. Rather than trying to “bait” your reader, give them an idea of what happens if they click on your link, while creating interest in as few words as possible.
Digital Banner Ads
No one really likes banner ads to be honest. But every once in a while, you might see one that entices you to click.
This was an ad in a series of banner ads I created for Nintex, as part of my job at Fjuri.
Problem: Create some compelling copy around the word “workflow automation”, a complex, sometimes nebular term to describe a form of automated commands to connect your apps and make work easier. Sound complicated? It is.
Approach: Answer the question that most users might have in their head.
Note that rather than use a general term such as “download” or “learn more”, I used “Request Demo”. This is a bit more of a specific call to action, and gives the user an idea what happens when they click on the link.
The revised copy resulted in a 5-10% bump in click through rate.
Do you have other questions about email copy? Would you like to see more examples? Ask me here.