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Part 1: Copywriting + UX
Part 3: What NOT to do
Part 2: Writing human-centered copy
...and some take-home tips, resources, and Q&A
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Weird human thing #1:
We’re basically terrified of everything.
Is my credit card info secure? Am I doing
this wrong?
Will I be able to get back to this screen?
What if none of these options apply to me?
Will I have to talk to a sales person?
PlainLanguage.govCenter for Plain Language
Hemingway App
Avoiding fluff:
Make a list of words to never say
Every word should serve a purpose
Use verbs and the word “because”
The Committee concluded, having regard to the totality of the factors considered above that choice could not be given significant weight and that there was not currently a gap on the spectrum of adequacy sufficient to conclude that the provision of pharmaceutical services is not currently secured to the standard of adequacy. Accordingly the Committed concluded: The application was neither necessary nor expedient to secure the adequate provision of services in the neighbourhood, and therefore dismissed the appeal in this respect.
“
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Managing cleverness:
Don’t force it
Don’t get clever with instructions
Does it support the brand experience?
2. Question everything you write.
Does this provide value?
Does this make sense?
Does this make me sound like a jerk?
Does this build the relationship we want with our users?
Do it to make money.Do it to increase your conversions.
Do it to improve customer retention.(If you’re into that kind of thing.)