From Writing for Ad to Writing for App
Before I write for UX, I previously worked in the advertising industry as a copywriter.
I found it very fun and entertaining. I miss the campaign, the ideation, the brainstorm, the late night office talk and the countless cups of coffee that prevents me from sleep-walking.
Now I feel that sounds inside my head whispering tagline-ish sentences have slowly disappeared.
Though I found advertising is very fun, I found out that UX writing is very fun as well, and also very challenging.
Long story short, let me paint a quick picture for fellow advertising copywriters about the things I found in UX writing so far, on my third month on the job.
Above everything, clarity comes first
Pretty much like in advertising, we also have to write in our user’s language. The little difference is; in advertising, we have more freedom to explore our figure of speech, our writing style, using metaphors and so on.
But in UX writing, we have to use the clearest, the most understandable, the most common and general words in our user’s vocabulary.
As clear as it could, as clear as you could differentiate the men’s and women’s bathroom, because if the user couldn’t easily understand our writings, or feel the words we’re using isn’t explaining what they should do next, then it is not good.
Make it flow, and delightful!
In UX writing, we have to make sure that our copy, our instructions, our call-to-action, tooltips, error messages and everything are easy and simple so the users could use our app as easy as the water flows in the river, or as easy as you slide your body on the water slide, in the theme park like Water Boom. It’s not only flowing and easy, but it’s also FUN!
When the user uses our app from sign up to finally make an order, they should be like that they’re about to ride to somewhere nice…and as they hop in the vehicle ~~~~ Pufff! Suddenly they have arrived at their destination without realizing that they’ve ever been on a journey.
The point is, make your messaging flowing not just to reduce friction, but also to make the experience delightful.
The details make the design, Charles Earnes said. I agree, because great user experience is besides making sure that users always got the positive mindset throughout the app, and making sure they achieve their goal in high note (so that it’s memorable), it is also about that tiny little delightful feeling that pokes their heart at the slightest moment when using our app.
Keep it simple
Keep it simple, be briefer and briefer and briefer again, make every character counts. We have to use our words effectively and efficiently. After every writing, try to shorten it, again and again. Twitter could be a good exercise.
Right message, right moment
We also have to consider user’s emotional state when using our app, we cannot casually, or funnily say ‘Ooops!’ after users put some effort in ordering Nasi Padang with the different menu and different add-ons in every pack for the 20 members of their family, and then, the server went down. We should be more emphatic with what user feels at every stage and provide them with the proper response, just like a good customer service would do.
Yup, and that’s a few things I want to share first, and now my quick picture is done. As I delve deeper into this, I’ll paint you the more detailed picture. Bye!
