User Experience Writing and Microcopy
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So what is UX Writing? How UX Writers fit in a product team Test’em all: A/B Testing Copy principles How to incorporate psychology and emotions into copywriting One piece of copy, 43 languages and + cultures How to write to infinity: variables
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User Experience Writing and Microcopy
- 1. UX & Micro Copy Serena Giust | May 2018
- 2. Timeline. 1990 Treviso, Italy Once upon a time... My Journey.
- 3. 2013 Bibione.com Social Media Specialist Editor 2013 H-Farm Education, Roncade (IT) Master in Digital Economics & Entrepreneurship 2014 trivago, Düsseldorf (GE) Social Media Manager Editor Blogger Relations 2013 Graduation Multimedia Communication and Information Technologies - UD Italy.
- 4. Today. 2016 Booking.com, Amsterdam (NL) UX Writer & Team Lead
- 5. “I didn’t have time to write a short letter, so I wrote a long one instead.” Blaise Pascal
- 6. What we’ll cover today. ● So what is UX Writing? ● How UX Writers fit in a product team ● Test’em all: A/B Testing ● Copy principles ● How to incorporate psychology and emotions into copywriting ● One piece of copy, 43 languages and + cultures ● How to write to infinity: variables
- 7. What is UX Writing? Design words.
- 10. Writing copy for digital products that enables all users to achieve their objectives in the most efficient way possible. Skills ● creative ● data driven ● strategic thinker ● user-centric ● collaborative ● agile ● technical ● detail oriented ● cultural aware ● multilingual ● empathic
- 11. “UX Writers advocate for design and help shape product experiences by crafting copy that helps users complete the task at hand. They set the tone for content and drive cohesive product narratives across multiple platforms and touchpoints. They work with a variety of UX design-related jobs including researchers, product managers, engineers, marketing, and customer operations to help establish connective language and a unified voice” Google
- 12. How do UX Writers fit in a product team?
- 13. Team Leader Product Owner Front End Developer Back End Developer Researcher, Data scientists etc. UX Writer UX Designer Teams are multi-disciplinary, the composition changes based on the problem we’re trying to solve. We have +50 UX Writers at Booking.com, each one of them collaborate with one or more teams.
- 14. How do we work together?
- 15. Observe a problem to solve Write a hypothesis Collect data, brainstorm solutions A/B test experiment Analyze decide iterate
- 16. User research Labs Neuro-usability Eye tracking Heatmap Online Survey Street testing Read more here.
- 17. Collect data, Brainstorm solutions. Understand human behavior, context, goals and make recommendations that will improve the experiences of millions of customers around the world.
- 18. A/B Testing. Go beyond what’s expected
- 19. A/B testing... is comparing two versions of a product to see which one performs better
- 20. Let the users decide!
- 21. Metrics? ● Conversion ● Click-through rate ● Customer Service tickets ● Click on element ● Cancellations ● Scroll down ...anything your business wants the customers to do!
- 22. A/B test on copy. Based on a recent user research, we know that users tend to wait last minute to book a deal. We believe that changing the copy from “Time remaining” to “Expires in” will add urgency and clarity. We will know this when we see more an increase in click-through rate and bookings.
- 23. A/B test on copy. Based on a recent user research, we know that users have not clear what “Special conditions” means. We believe that changing the copy to “Partially refundable” will increase clarity and transparency. We will know this when we see a decrease in touching point with customer service and cancellations.
- 24. Bringing words to life
- 25. Always start with your user and the journey they’re on. Where have they come from, where are they going and how are they feeling about it. User.
- 26. Analyse the area. This’ll help you know what you’ve got to work with, how a user expects to interact and how much time you’ve got to get your point across. Design.
- 27. Only then comes copy. But stay in the user’s shoes. What language do they expect. Can you shape and colour the user journey, can the context teach you about what works... Copy.
- 29. Clear. ● People has limited time and attention ● Be a minimalist, less is more ● Use present tense ● Choose the simplest form of the verb that can be universally translated and understood function: {metric-driven action} finesse: remove auxiliary finesse: say it faster
- 30. Concise. ● Write short sentences, make them scannable ● Break the message into chunks ● If there is a shorter way to say what you mean, go for it ● Space is limited
- 31. Consistent. ● Be a detective first, be an artist later. Check the context. ● Avoid mixing "me"/"my" with "you"/"your” ● Pay attention to capitalization and punctuation ● Use consistent words in all parts of a feature
- 32. The Traveller Journey How to incorporate psychology and emotions into copywriting.
- 33. Book experience Pre-stay experience During-stay experience After-stay experience Pre-book experience DREAMING DISCOVERING DECISION-MAKING PURCHASING PREPARING CONSUMING REMINISCING REUSING DOINGFEELINGTHINKING Excited Overloaded Nervous Happy Tired Relieved Thoughtful Happy “It’s time to book my next trip, I need some rest” “Where do I start from? So many options!” “Places seems to be booking up quite fast! I need to be quick” “I found a good deal for my trip!” “I need to organize all the activities and transportation there” “Finally I can chill in the sun and enjoy my holiday” “I was expecting eggs & bacon for breakfast”
- 34. “If I ask you to think about something, you can decide not to. But if I make you feel something? Now I have your attention.” Lisa Cron, Wired for Story: The Writer's Guide to Using Brain Science to Hook Readers from the Very First Sentence
- 35. Pre-book experience: dreaming, discovering Travellers are excited about their next trip, copy can be inspirational and playful at this stage. Copy can boost ego, make people feel good about themselves by rewarding behavior, complimenting and using their names to address them.
- 36. Book experience: planning, decision-making Travellers are overloaded with several options, here persuasion works well: social proof, urgency, scarcity. It’s important at this stage to give them the right information at the right time in a clear way.
- 37. Book experience: purchasing Travellers at the stage needs reassurance and not fluffy copy. Copy needs to be as much upfront and honest as possible about policies and payments.
- 38. One piece of copy, 43 languages and + cultures.
- 41. An example? Date formatting. Read more here. And here.
- 43. How to write to infinity: variables.
- 44. Read more here.
- 45. Read more. Designing for voice.
- 46. Words can impact millions of people.
- 47. Inclusive writing. ● Gender: use ‘they’ instead of ‘he’ or ‘she’ (when the use of plurals would be acceptable) ● Sex: use ‘sexual orientation’, instead of ‘sexual preference’ (avoid the connotation of voluntary choice) ● Race: use positive definitions such as ‘Asian’, which give people a name in their own right, rather than negative ones like ‘Non-White’, that define people relative to a supposed norm of ‘whiteness’ ● Disability: the term ‘disabled person’ implies that a person as a whole is disabled. It could be replaced with ‘person with (who has) a disability’ read more
- 48. Please write carefully, words are important, we can do better.