Two years ago, I interviewed for the role of a UX copywriter. I read & researched, scribbled & slogged, and made other preparations that can be best described by alliteration.
In my quest for copy that empathised, assuaged, solved problems and was simply smarter than my-consumer-self, I developed some favourites.
As a behavioural scientist would say, UX copy is now a part of System 1 of my brain.
Here are my top 3 picks:
1. Booking.com: 'Make changes to your booking online' section of the website
Like every other traveller I have also had to alter or cancel my travel plans on an ad-hoc basis, and I too use Booking.com for booking my accommodations.
I love how copywriters have replaced the abbreviation 'FAQs' with the phrase 'Find Information'.
Frequently Asked Questions (FAQs) is a stressed traveller's most dreaded phrase. The word has the connotation you will now have to go through all possible problems travellers have ever experienced and find the one which closely matches your situation and then go about solving it on your own, attached to it. I have chosen to contact the customer-service every time I have come across this word, even if that takes much longer.
The phrase 'Find Information' is followed by a nice drop-down menu of booking categories. This along with the use of icons as a design element lights up the whole section.
2. Slack: Signup process to get your company on Slack
I have used Slack to manage workplace conversations around specific client accounts, projects or knowledge streams.
There is one requisite action to be completed per screen and the microcopy of the CTA (call to action) button under each action tells the signee/customer what to expect on the next screen.
This microcopy keeps the brain at task through the next few steps and contributes to a distraction-free signup. This copy could be credited for thus successfully reducing the abandonment rate or the drop-off rate through the signup process.
Every marketeer understands the costs and benefits of an organic signup!
3. PayPal: Copy in the content visualisation infographic on the homepage of PayPal's website
The infographic demonstrates social proof and is imaginative & funny. The copy is compatible with the infographic's idea of demonstrating social proof, and together they hit the sweet spot.
These UX copies have topped my favourites' list. What do you think? Which ones are on your mind? Share the knowledge and comment away!
Swati is passionate about behaviouural economics and is proficient in digital media strategy & tactics. She has developed marketing, sales, online advertising & PR campaigns for major brands and public personalities. She holds a master degree in Economics from TERI University.