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

1. @hannahkalvarez

2. Humans are weird.

8. [use your imagination here]

12. 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

13. Part 1: Copywriting + UX

14. copy
copy
copy
copy copy
copy
copy
copy

15. Copy can make or
break the usability of
a product.
#UTwebinar

16. Icon usability study

17. 47%
Icon usability
Add to Favorites

18. 159%
Icon usability
Groups

19. Copy shapes the
user’s perception of
your brand.
#UTwebinar

20. 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 »

21. polite
genuine
smart
confident
serious
remembered
my name!

22. (no pressure.)

23. Part 2:
Writing human-centered
copy

24. 5 weird things about humans
(and how knowing about them will help you
write better copy)

25. 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?

26. “Wait, what about…?”

29. Weird human thing #2:
We read almost nothing,
and then we forget almost
all of it.

30. What we
see
What we
read
What we
remember
Average

31. What we
see
What we
read
What we
remember
Less copy

32. Only one thing
to do
at a time.

35. Weird human thing #3:
We need to both fit in
and stand out.

36. Yes, you ARE awesome!

38. NOPE

40. Why there’s nothing quite like iPhone

42. Fill in the blank:
My users are the kind of
people who really _____.

43. Weird human thing #4:
Our environment affects
our ability.

46. your user →

47. Plain language
is your friend.

48. simplifying
≠
dumbing down

49. “This is too easy to
understand. I hate it.”
- No one ever
#UTwebinar

50. PlainLanguage.gov
Center for Plain Language
Hemingway App

51. Weird human thing #5:
We don’t want to like you.

54. You’re gonna have to
win friends
and influence people.

55. EMPATHY

58. Part 3:
What NOT to do

59. Bad copy serves the
company’s needs
while ignoring the users’.

60. Jargon

63. Not every user is
your ideal user!

64. Avoiding jargon:
Plain language (if possible)
Optional definitions and instructions

65. Fluff

66. “
”

67. Avoiding fluff:
Make a list of words to never say
Every word should serve a purpose
Use verbs and the word “because”

68. Obfuscation
(making obscure or unclear)

69. 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.
“
”

70. Avoiding obfuscation:
Own the issue
Helpful recommendations

71. Cleverness

73. Managing cleverness:
Don’t force it
Don’t get clever with instructions
Does it support the brand experience?

74. Let’s write some
awesome, human-
centered copy.

75. 1. Listen to how your users
speak.

76. 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?

77. 3. Test everything you can.

78. 4. Create a voice and tone
guide.

79. 5. Get your team on board.

80. What kind of relationship
are you building?

81. Human-centered
copywriting is not about
warm fuzzies.

82. 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.)

83. Questions?