Overview
While taking the Daily UX Writing Challenge (a daily prompt to improve UX writing skills), one of the prompts asked us to write a data recovery message for a graphic design app.
I called the fictional app GoCreate, branded it as a fast solution for busy creatives, and proceeded to design various screens for it.
Challenge and goals
Writing for busy professionals requires special attention.
The samples below include some tricky situations that call for extra sensitivity.
When a user comes across a message that has some negative elements, such as an error message, they may feel frustrated, abandon the app, or in extreme cases even cancel their account.
These were my main goals when writing UI copy for GoCreate:
- Make sure users know what action to take next.
- Stay empathic and show the user that we understand their circumstances.
- Avoid technical jargon, error numbers (an average user doesn’t know what 503 or 410 mean), or anything else that may confuse the user.
- Keep it short. Our users are busy and often stressed.
- Avoid blaming the user for anything.
Process and solution
The GoCreate user persona: Emma is a busy graphic designer working under pressure to meet deadlines. She needs a reliable app for her day to day tasks.
The GoCreate voice is matter-of-fact, direct, and professional. It’s informal but not artificially friendly.
Click on any image to enlarge it.
Example 1: recovery message
Scenario: The user’s phone abruptly turns off while using the app. When they restart the phone, they reopen the app.
These messages are what the user will read immediately upon opening the app.
In case the file can be recovered:
If the data is lost, this is what the user sees:
Messages of this kind need to be both actionable and compassionate. They must be brief, so that the user can get back using the app as soon as possible.
I applied these UX writing principles:
- Front loading the most important information.
- Making sure the user knows what to do next and isn’t confused.
- Adapting the tone to this sensitive touchpoint (the user is worried about data loss).
- Show the user we take the situation seriously, avoiding stale jokes.
- Cutting the text down to very brief messages, considering the user must be stressed.
- Not calling out the user for what happened.
Example 2: failed payment
Scenario: The user is trying to renew a premium membership in the app, but their card on file has expired.
This message lets the user know what to do next.
This situation may be a little frustrating for the user, so the message explains briefly what happened and what to do next.
I applied these UX writing principles:
- Avoid harsh language or blaming the user.
- Using softening words (“looks like”) before delivering the bad news.
- Using clear and concise CTAs explaining the user’s options.
- Front loading important information: the user can understand what happened and what they need to do just by glimpsing at the heading.
Example 3: verification message
Scenario: The user wants to log in, but needs to go through a 2-step verification, by entering a code sent to them via text.
This message is what they see right after a successful verification:
While 2-step verification is quite common, some users may still see it as an annoyance. My aim is to explain to a busy user why this extra step is needed.
I applied these UX writing principles:
- Adapting the tone to this touchpoint to create a positive sentiment, by using casual language in the heading and thanking the user for their effort.
- Explaining clearly what the verification is for.
- Keeping it very brief, so the user can get on with their work.
- A short CTA taking the user where they want to go next.
For the sake of experimenting with various voices, I imagined a different brand voice for the same app: playful, light-hearted, excited.
For this verification message, the main consideration is to encourage the user to keep using the app.
Here’s a version of the same message using the new voice:
