When you start injecting your brand’s personality into your microcopy, it’s important that you don’t overdo it. I’ll start by saying that you need to be careful. How to add personality to your UX writing Not to mention the fact that it doesn’t even explain why their account has been frozen. Instead, Mobike’s error message has a stern, cold, detached feel to it that is guaranteed to alienate the user. You can almost imagine The Terminator himself saying this one.Ĭonsidering this is delivering bad news to the user, you’d think there’d at least be a hint of empathy in there. It’s like no thought went into the UX writing for that button. That microcopy instantly clashes with the copy that precedes it. The CTA is the key element here, this is what the page has been building up to.įor some reason, the folks at Headspace opted for “Buy Moment Coach”. Top marks!īut… then we have the button at the bottom. In fact, the copy in the body of this page is a perfect example of how to convey your personality through words. The copy is informal and friendly, even using emoji to convey the feeling that this app is your friend. This section of the app is essentially a sales pitch, enticing people to purchase a “Moment Coach” subscription. Let’s take a look at some examples of UX writing that was clearly written by a robot… Examples of UX writing with no personalityįirst up, have a look at this example from Headspace: ![]() If you have no personality, but your competitor does, then prepare to see a lot of your users switch away from you. Who doesn’t want a high five off this guy? The reason they’re so successful is because they have a fun, playful personality that shines through in their product. Mailchimp doesn’t have much more functionality than any other email marketing software. If there are a dozen other products providing the same functionality as you, then you need another way of setting yourself apart. In a lot of cases, features that your product offers can be replicated elsewhere. If your marketing and product have different personalities, then you’re effectively “catfishing” your users.Ĭhances are they won’t stay around for long. In other words, it would be like having a dating profile full of jokes and innuendo, and then sitting there in an awkward silence on the first date. If it doesn’t, then it’ll leave them a little confused, and wondering what they possibly could’ve done to offend you. If your marketing is warm and fuzzy, then people will expect your product to feel the same. There are two major issues that stem from having a lack of personality in your UX writing…įirstly, it creates a massive disconnect between what people experience as a prospect, and what they experience as a user. (If you don’t have a tone of voice, by the way, then you really should!) I’m guessing that you have an established tone of voice when you’re writing sales copy, blog posts, and even the replies that your Support team send out. You might be forgiven for wondering what the big deal is? So our product doesn’t have a personality? So what?!īut I’m guessing you don’t take the same approach with your marketing or branding. ![]() Chances are, a dev or UI designer was responsible. Generally speaking, the main reason for this is that the UX writing wasn’t actually written by a writer. One of the most common UX writing mistakes I see time and time again is that the microcopy in SaaS products is completely devoid of life. It seems that’s already happened, at least when it comes to UX writing! There’s a lot of talk at the moment about robots stealing our jobs. Let’s get started… UX writing mistake #1: Sounding like a robot I’m going share these with you, and then I’m also going to show you how to avoid making those same UX writing mistakes in your own product. I’ve analyzed a lot of in-app copy and drawn up this list of the most common UX writing mistakes. We’re going to see what happens when it all goes wrong. Good UX writing can drastically improve user adoption, feature activation, and increase retention.īut today we’re going to look at the other side of microcopy. That’s because it blends so effortlessly with the product. We’re going to look at some of the biggest UX writing mistakes you can make. The copy that you use in your product (often referred to as “microcopy”) can have a dramatic effect on your users. Recently, more and more SaaS companies have started to see the value in great UX writing.
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