Daily UX Writing Challenge, Day 2: Sports app promotional screen.

Hi there! Back at it again. Let’s get right into it, shall we?

Photo by Thomas Serer on Unsplash(I saw it on Kevin Bui’s Medium)

Day 2

Scenario: A user is a working parent, and a big sports fan, in the midst of their favorite sports season who can no longer attend games.

Challenge: Write a promotional screen for an app that lets a user choose teams, sends game reminders, real-time score updates and highlight videos.

Headline: 40 characters
Body: 175 characters max
Button(s): 25 characters max

Alright, quick reveal — I have some copywriting experience, so writing promotional screens have never been an issue for me. The only problem I had was trying to figure out what will excite a working parent that’s also a sports lover. As you can probably tell from my youthful and dainty grace I’m neither:

1. A parent.
2. A sports lover.

So, I spent some time doing research and having conversations with people that fit the description. I discovered something interesting, sport lovers do not realize what they like or respond to better till you point it out. They just want clear excitement. Also, I decided football will be the best sport for this because that is the most popular sport in my country (Nigeria), and let’s be honest — the most exciting sport in general.

Now, let’s get content-ly.

In this case study, we’ll dive into the process of creating compelling UX copy that instantly grabs the attention of working parents who are also ardent sports fans. The challenge was to captivate users and highlight the benefits of our sports platform using the “sandwich rule” to showcase the gains right away.

My Thought Process:

Writing promotional UX copy can be a real head-scratcher. You can’t be too direct, mainly because you don’t always know exactly what the user is after or what would tickle their fancy. So, I came up with a strategy. I decided to begin with the broader term “game” rather than “match” to cover all our bases and hook the users’ attention right from the get-go, although match should have sufficed seeing as it’s a football app. The underlying assumption was that the user had landed on a sports website or app to follow their favorite team during a game season, such as the Champions League.

The Problem:

The challenge is to captivate the attention of a unique audience: working parents who are also die-hard sports fans.

Possible Solutions:

1. Evoke the Real-Thing Feels: My goal is to make the users feel like what we have to offer is as good as being right there in the stadium. The copy needs to convey that the platform could bring the excitement of the game season right to their screens.

2. Offer Incentives with Highlights Recap: To sweeten the deal, I can provide incentives in the form of highlights recaps. Users would not only stay updated but could also relive the thrilling moments of the game at their convenience.

3. The Best of Both Worlds: I want the users to feel that they could have it all — managing their business responsibilities while staying closely connected with their favorite sports teams. This is about striking that perfect balance.

Let’s unveil the screen, shall we?

Voice & Tone:

My approach to the voice and tone was clear and practical. I needed my words to be not just engaging but also genuinely useful. Given the context of general sports promotions, I aimed for an enthusiastic and passionate tone.

• Voice: I wanted the voice to reflect the excitement and passion associated with sports. After studying five different sports sites and apps, it became clear that there’s always an undercurrent of excitement, keeping the fans on the edge of their seats. Therefore,
• Tone: The tone was informal and energetic, aligning perfectly with the dynamics of sports and the enthusiasm it generates.

Conclusion:

This case study delves into the strategy behind creating persuasive UX copy for the distinctive audience of working parents who are devoted sports fans. By applying the “sandwich rule” and leading with a broad term like “game,” I aimed to instantly captivate their attention. The challenge was successfully met by addressing the specific needs of this audience, offering them a taste of the excitement of the game, providing incentives, and allowing them to have the best of both worlds. The choice of an enthusiastic and passionate voice, along with an informal and energetic tone, complemented the essence of the sports world and made the copy engaging and relatable. In summary, this case study exemplifies how thoughtful UX copy can bridge the gap between different user needs and a compelling user experience.

P.s: Can you tell I enjoyed today’s challenge?