Voices of UX
Microcopy lessons from everyday fails
A UX Content Designer complains about public signage and movie rentals.
As a UX content designer, my work responsibilities often seep into the “real world”. Likewise, carpenters notice the DIY jobs that most people overlook, doctors see the physical signs of illness in strangers, and musicians cringe when a song is performed out of key. A certain farmer I know watched The Quiet Place and pointed out that the amount of corn planted around the homestead was completely preposterous considering that the characters wouldn’t have been able to use the noisy farm equipment required to plant, water, and harvest it. This mistake was apparently unforgivable and completely broke his immersion.
…And writers notice the little errors in every piece of content they encounter. We’re not being grammar snobs intentionally (most of the time), but our attention has been trained to catch every mistake and inconsistency. This finely trained eye is an asset while on the clock, but outside of work, it means we’re constantly itching to (and restraining ourselves from) correcting people who couldn’t care less.
So, instead of damaging relationships with friends and family, let’s poke some fun at 3 content fails made by corporations and the American government — and discuss what we can learn from them. Fun!
Fail #1: Purchase successful? Nope.
Recently, I sat down to watch a movie that I’d been wanting to see for quite some time. Aliens, cowboys, and a terrifying primate encounter? Sounds thrilling. I rented the movie, and was met with this screen:
My boyfriend sat down with some popcorn, looked up at the screen, and was visibly confused. “What do you mean, nope??”
Even I, who rented Jordan Peele’s Nope, was initially thrown off. I immediately snapped a picture, because I saw it as a perfect example of microcopy that’s technically correct, but still feels wrong and confusing. Fill-in-the-blank content, like movie titles or user-generated names, are notorious for these types of issues.
If the content is correct, but it still leaves you confused, the design might be missing some important context — whether it be written or visual.
Here’s a redesign with the context a user might expect from a ‘successful purchase’ screen:
Tip: Consider whether you should add context with words or design elements. If a screen already consists of mostly text, break it up with visual elements like icons instead of adding more text. Screens that appear “busy” and already contain many visual elements might benefit from more written content.
Fail #2: THICKLY SETTLED
If you live in a city in the Northwestern US, you’re probably familiar with this sign. But for a moment, think back to the first time you saw it or imagine what it might mean to a non-native English speaker.
I was stumped on the meaning of this sign, and I am a native English speaker who went through driver’s education in the US. My mind immediately conjured images of my thick dog, settled cozily under a pile of blankets on the couch. Next, I wondered if the road could be cracked and uneven from settling like an old home’s foundation.
Neither was correct, and “thickly settled” actually means that an area is densely populated and drivers should stay aware as to not injure pedestrians.
Here’s 2 ways that we could redesign this road sign to make it more easily understandable:
Using simple and easily recognizable language is a must when it comes to content design. As language evolves, your content design needs to keep up — and most of us don’t use “settled” anymore when it comes to the relative population of a community.
If your users don’t recognize the terminology you’re using, they’re not going to get the message.
- Use terminology that is common among users — professionally and regionally
- Take a peek at community forums to see which words your target users use
- Use consistent terminology (AKA pick a word and stick with it)
Fail #3: Alligator Country
This sign, while informative, struck me as suspicious. It’s located on a walking trail in a Georgia State Park, but I’m not so sure the park employees are the ones that placed it there.
I suspect that the sign was instead placed by 3 alligators in a trench coat, setting their devious plan into motion. The victim is lured in by the bright red colors, and is then distracted by the onslaught of interesting alligator facts while said alligator sneaks up behind them. It’s the perfect crime.
But how could we make it better? For one, we should always lead with the most important information.
This sign gets the message across a lot more quickly, and doesn’t encourage readers to dally in ‘thickly settled’ alligator territory:
If you’re warning your users (or park-goers, of course) of something dangerous or destructive, make sure that the warning is scannable and concise. Cut extraneous information. Think: short and sweet.
Next, think of the location and context. Can you remove information here and put it somewhere else? For example, put the fun alligator facts in a location where the reader isn’t in imminent alligator danger.
Content we encounter every day doesn’t always apply directly to the content we write for our product work, but the lessons they teach us are universal in the realm of communication. If the reader finds themselves contemplating the meaning of words or giggling at the phrasing, they’re not focused on the message you’re trying to convey.
Before hitting “send” on a content update, remember to step back and consider the context of the situation, your user’s experience, and how text might be perceived in different scenarios or points in the user journey.
Have a story of your own? Write with us! Our community thrives on diverse voices — let’s hear yours.
