Smart chefs always have a finger on the pulse of their customers. What holds good in gastronomy applies in UX development. Here are well-tested hacks to deliver a mean UX experience and have the users coming back for more.
UX copy is the hottest flavor of the design season. According to a survey, users stop visiting the app or a portal barely a few months after downloading it. A tastefully developed UX can see an appreciable spike in site traffic, usage, leads, and conversions.
What is UX copy? It is a collective term for all the verbal content, such as words, messages, descriptions, and calls-to-action. It can make or mar the evening, depending on how it has been concocted and presented.
Let’s take a closer look at what makes good UX writing.
BE SIMPLE. BE CONSISTENT!
Simplicity and consistency of communication play a vital role in delivering the desired product message. It reduces the stress on the mind and keeps the navigation freewheeling. The three bullets below explain the point:
· Always simplify your call-to-action. There is no place for detailed prose here. Why load the mind with crap? Steer clear from the writer’s “darlings.” It’s dangerous to use them, especially when the competition’s product is just a thumb swipe away.
· You must use the same terms to mean the same things. Don’t say cart at one place and basket somewhere else.
· Read the company’s or product’s guidelines carefully. Every word of persuasion should resonate with the ethos. Following the rulebook builds the image users can trust.
USE TG-APPROPRIATE LANGUAGE
Remember how children’s books for different age groups are worded? They do not have a common thread of vocabulary and style. Similarly, you don’t want to use words that are not people-appropriate. We are not commenting on matters of general courtesy; it is the sales output that suffers the worst casualty!
If you are building UX for an investment product, mind your words. The message must assume a tone that is dignified, reassuring, and trustworthy. There is no place for slang.
Go through the research report. Read and re-read the debriefing. Your messages must fall in sync with the customer insights and personas.
For details, read my article on empathy.
THE MAGICAL RECIPE IN EASY STEPS
Let’s cut to the chase. Follow the four easy steps to achieving UX nirvana. Ask yourself:
· What inspired the users to discover my app or portal?
· How much time did they spend? Did they bother to interact?
· As a business owner, how would I react?
· If the visitor liked my app, why did they not answer call-to-action? Are there any discrepancies I can fix for better results?
For banking and financial products where sensitive data is required to be shared, it helps big time to infuse trust. First-time customers may have doubts and may not respond favorably. A short now on the confidentiality of the information customers share with you will put them in a better state of mind to answer your marketing tropes. Whatsapp plays this upfront with this communication: “All messages are end-to-end encrypted. Not even whatsapp can see them.”
EFFECTIVE PROBLEM RESOLUTION
How the design is perceived by target users holds profound consequences for how it will fare after the launch. Even after diligently putting in place all the specifics, there is room for improvements. Stray elements often come together to make a meaningful whole. The trick is to wait for them. Time tells what’s more to be done. So keep checking for fault lines.
Put yourself in the shoes of the user and think from his or her mindset. Is the captcha too complicated to navigate? Are the OPTs taking forever to arrive? There is a wealth of actionable inputs only if you know how to spot them.
A good user experience is no different than a gastronomic experience. It must lead to more revisits and better reviews.