UX Writing Challenge: Day 2 Case Study
The Project
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 max
Body: 175 characters max
Button(s): 25 characters max
My Role
As a UX writer, my role was to create persuasive and concise microcopies that communicated the app’s benefits effectively. I needed to convey the value of the app’s features to a busy sports fan. Also, I had to ensure that the microcopies integrated seamlessly with the app’s design and user flow.
Constraints
The character limits for headlines, body copy, and buttons were essential constraints. I needed to convey the app’s features clearly within these limitations. Balancing empathy with straightforwardness was crucial to resonate with the user’s emotions without overwhelming them. The microcopies also had to blend seamlessly with the app’s design to ensure a cohesive user experience.
User Research and Point of View
The user, a working parent and sports fan, faces the challenge of staying engaged with their favorite sports season due to time constraints. They desire an app that offers real-time updates and highlights to overcome this limitation. The microcopies needed to address the user’s need for convenience, engagement, and connection to their favorite teams and games.
Copy Creation
Before creating the microcopy, I mapped a mini user flow, and decided that the user is already a user of the brand’s service. This made me create a pop-up promotional screen for a user currently streaming on a sports website, encouraging them to download the brand’s app to help them enjoy all the other benefits.
I designed three versions of the promotional screen microcopies to cater to different user preferences
- Which headline effectively communicates the urgency of not missing any matches during the season?
- Which headline would prompt you to take action and download the app to enhance their sports experience?
- Which version of the body copy effectively communicates the features and benefits of the app, and would encourage you to download the app?
- Which button label would encourage you to explore the app further?
- Which button label would prompt you to take immediate action?