UX WRITING CHALLENGE
Hi, Everyone!
I'm so excited that I joined the tribe for 15-days UX Writing Challenge. This was an opportunity to put some theory into practice. This challenge comes from the real problem of the largest product organizations in the world. I must do each challenge in under 10 minutes.
DAY 1
Scenario: A traveler is in an airport waiting for the last leg of a flight home when their flight gets abruptly canceled due to bad weather.
Challenge: Write a message from the airline app notifying them of the cancellation and what they need to do next.
Rules:
Headline: 45 characters
Body: 175 characters max
Button(s): 25 characters max
What I Learned
How to communicate the cancellations. Also, it’s important to know and learn the workflow of the industry you are work in. In this example, I have to know the workflow of the aircraft industry, so I will know what options the passengers have after the flight cancellation.
Reasoning
Flight cancellation is urgent and requires fast action. Therefore, the user needs a clear and firm message. I put the word “alert” and straightforward communication “flight cancellation” on the headline to show the urgency. To quickly alert the user that their flight has been canceled, I put the flight number and the destination because both are what the user memorizes the most.
For the next step, the airline prepared two flight options for users: to reschedule or take the next flight that isn’t too long a wait. I put the words “we prepare” to show empathy to the disadvantaged user in this regard. If there is any of the canceled flight compensation (foods, free lounge, or flight vouchers), it can be conveyed on the landing page, so do the refund option.
DAY 2
Scenario: A user is a working parent and a big sports fan in the midst of their favorite sports season who can no longer attend games.
Challenge: Write a promotional screen for an app that lets a user choose teams, sends game reminders, real-time score updates, and highlights videos.
Rules:
Headline: 40 characters max
Body: 175 characters max
Button(s): 25 characters max
What I Learned
When writing a promotional copy, first, I have to know the product's main features to attract users to take action. Second, knowing your target consumer is important too. I have to create a scenario in my head, imagining the user’s condition when they have their favorite team playing but cannot attend the games. They must be working or on the way to pick up their kids at school. So delivering the features is the main key.
Reasoning
My thought process starts from the users' problem: they cannot attend the game, and it’s their favorite sports season! So I made it clear on the highlight, “Don’t miss your favorite game!”. I suggest they not lose hope, then suggest a solution: an app with everything they need.
Then I deliver the app’s features and benefit for them. I closed the message with an assurance that they can always support their favorite game. It is also the assurance that there will be only a slight difference watching it live and via an app.
DAY 3
Scenario: The user entered the wrong email address to sign in to their account.
Challenge: Tell the user to enter the right email.
Rules: 40 characters max
What I Learned
Writing an error message tells the user that they did something wrong and requires them to do the next step.
Reasoning
It is a common mistake when the user put the wrong/misspelled email, and they need to be corrected as soon as possible because there shouldn’t be too much problem or too long to log in to their account, therefore concise and firm words needed to tell them straightly.
To imply that there is a problem, I used the “Oops!” word to make the user perceive that it is a problem happened. Also, to add some personal words. The word “Oops!” can be adjusted accordingly to the brand’s voice and tone.
DAY 4
Scenario: A user is in their favorite supermarket. They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.
Challenge: Write a promotional home screen for a subscription service that delivers groceries to the user once a month for a flat fee.
Rules:
Headline: 45 characters max
Body: 175 characters max
Button(s): 25 characters max
What I Learned
I learned about writing a promotional app pop-up. So the headline must be powerful and related to them, and emotional. Because it’s a pop-up ads that pop when the user’s in the middle of something, we must tell the user about the product features and the benefits as concisely as possible. I have to tell them what load/problem/burden will go away if they use our products.
Reasoning
I asked straightly about their problem on the headline, which often lacks time to do groceries (further user research needed to know their problem regarding groceries shopping). Then, I offer the solution with a personal tone of voice “Let us shop for you!”. I treat them like a friend so they can trust us to solve their problems.
“Tell us what you need” implies that we care about them and shows empathy. The rests are the features and benefits, such as the monthly subscription, the fee, and the quality of our products. I added a button for “learn more” because the user must have many questions for this service and need further information.
DAY 5
Scenario: The user works in graphic design. While critiquing a design in a mobile app, their phone abruptly turns off. When they restart the phone, they reopen the app.
Challenge: Write a message that the user will read immediately upon opening the app. What do they need to know? What steps (if any) do they need to take to recover their content? What if they can’t recover the content?
Rules:
Headline: 40 characters max
Body: 140 characters max
Button(s): 20 characters max
What I Learned
I learned to write a solution for the user after the unexpected happened, out of the app’s control. I learned to have a full of empathy, affirmation and to support the user to start their work again and make them feel safe.
Reasoning
I perceive that the user doesn’t know either their work is saved or not. They reopen the app hoping that the app saved it. And the pop-up message shows up, telling them to continue their work. There must be some relief there—the confidence headline needed in this case.The headline “ready to get back to your work?” showcases empathy, support, and assurance.
If there is a problem reopening their work, we have to make the user not hesitate to reach the customer service/company’s contact support. I wrote as I wrote to a friend: “We are just one call away.” It shows the assurance we offer them that our company’s support is reliable.
DAY 6
Scenario: It’s Monday. A user has just gotten into their car to drive to work. They plug their phone into the car and start driving.
Challenge: How would you let the user know a fire happening in a nearby town that is causing road closures? The effect on their commute is unknown, but there is a definite danger if the fire gets closer. How do you communicate this to them? When? Write it.
Rules:
Headline: 30 characters max
Body: 45 characters max
What I Learned
Hit the audience with a cautious message with a striking headline.
Reasoning
Because the user is on their way and driving, the headline must be concise and striking them. To tell them that it is an emergency and dangerous. I put the word “danger” to strike them. Also, given the burning town/road name to avoid it immediately if they are headed there.
The next action the user must take is avoiding the route, and the app can offer them alternative routes. And in the end, keep telling the user to stay cautious and avoid the surrounding area for a possible fire outbreak.
DAY 7
Scenario: A sports fan is at a wedding while their favorite team is playing against their arch-rivals. Their team scores.
Challenge: How would you quickly let the sports fan know about the latest play, the current score, and the key players? Write it.
Rules:
Headline: 30 characters max
Body: 45 characters max
What I Learned
How to write a sports game update in the middle of the game. Somehow I learned in the busy sports game; we have to find the most important event to tell the users exactly what they want to know, especially when their team won.
Reasoning
The vibrant and exciting headline referring to their favorite team will make the user notice and feeling helpful with the news update. That’s why I wrote “AYE,” following with the team name Barcelona. I also mentioned the key player who scored at the game, following the scores update and the current game time.
DAY 8
Scenario: The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app on their phone.
Challenge: Tell the user that one of their favorite bands is playing live in their town. How would you compel them to want to go?
Rules:
Headline: 30 characters max
Body: 45 characters max
Button: 25 characters
What I Learned
How to compel users to buy a product. It is a product they already like, and we have to convince them with clear information and a persuasive communication style.
Reasoning
To compel the users to book the ticket, I bring them to the concert ambiance so they can throwback to the biggest hits the band has. That’s why I use some of the SIA lyrics to remind them how good the song is and how it would be so amazing if they can watch it live. I also added the “Listen to the SIA playlist” to cut their waiting time to buy tickets and immediately tell them to get ready for the concert.
DAY 9
Scenario: The user is trying to rent a car using an application, but the credit card on file has expired.
Challenge: Write them an error message so that they can correct the problem.
Rules:
Headline: 30 characters
Body: 45 characters
What I Learned
How to write an error message for an expired credit card. We have to give them short and firm words to tell that something error with their card. Because we know that they must arrive somewhere with the car rental, and we have to offer the alternative solution for they error payment.
Reasoning
I use bold and clear messages in the headline to assure them to resolve their issue fast. We offer them to use another card or even another payment method because we are sure that they need to resolve this fast.
DAY 10
Scenario: The user is trying to view a website to help them buy a car. But, the content can’t load without the user’s location. They need to enter their ZIP code and first name.
Challenge: Ask them where they live and who they are without sounding like you’re unnecessarily mining their data.
Headline: 25 characters
Body: 45 characters
Button: 15 characters
What I Learned
How to ask the user’s personal data without making them suspicious and reluctant, and eventually…. distrust the app and brand. I have to make the sentences as positive as possible, that the app will not use their data for their own benefit, but by giving us the data, you can get the most helpful feature.
Reasoning
I communicate like a friend to the users to set aside their suspiciousness that we will mine their data without responsibility, but we ask for their data, responsibly. Usually, after they fill in the data, suspiciousness will arise, and they questioned in their mind. That’s why I assured them by communicating the feature they can get.
DAY 11
Scenario: An elderly user is doing a Google search to find an easy way to buy contact lenses online.
Challenge: Write a title and meta description for a website that sells subscription contact lenses delivered to a user every 30 days — convince them to try it.
Title: 60 characters max
Meta Description: 160 characters max
What I Learned
How to write a title tag and meta description. These two things have a major impact on the company’s SEO (Search Engine Optimization), so I have to deep learn the company’s product and the contact lenses feature so I can use it for the description matters and major keywords. The product can be a competitive advantage compared to other optics brands.
Reasoning
To maximized the chance for search engines and users to discover the company, I used the company’s name — Melawai, following the services and products it’s offered. On the meta description, I used the details of the company's product and service, such as the monthly subscription, free optic exam, free shipping, and the choices of contact lenses that vary from its style and features. But, if the company wants to optimize its position on the search engines, company must do further keyword research.
DAY 12
Scenario: A user is creating an account. When they come to the step where they are asked to enter their name, they get an error message. A fraud detection software thinks their name is fake — but it’s wrong 5% of the time.
Challenge: Write an error message that prompts them to fix the error without shaming them for having a fake-sounding name.
45 characters max
What I Learned
I have to admit this one quite made me think longer than the other exercise. Because I have to blame-that, they have a fake name when it is their actual name. And we all know that name is very personal. So, I have to think a lot about finding the right words without shaming them.
Reasoning
The anti-fraud software sometimes detects “Oh” or “Ah” names as invalid when it can be the actual name in Korean or Thai. So we want to offer the user to use another name and alternative path if possible. But, it is important to state that their name is invalid “technically” and not “personally” or without reason, we ask them to change their name.
DAY 13
Scenario: A short-haul truck driver has a phone app that monitors his route, schedule, fuel & deliveries.
He has 6 more deliveries before stopping for fuel and lunch. Due to unexpected traffic, he’s behind schedule.
He can choose to stay on his planned route for a few more stops but risk running low on fuel and missing lunch, or he can get fuel and lunch now and finish the deliveries later.
Challenge: Write a push notification alerting him of this dilemma and options.
Headline: 30 characters max
Body: 45 characters max
Button(s): 25 characters max
What I Learned
How to write push notifications with limited characters. A very limited I can say with the dilemma we are trying to convey to the driver.
Reasoning
I imagined the driver must be in the traffic jam, waiting for the route to clear, and he gets a notification that he is behind schedule. Then I tell him what will happen if he continues or paused the trip. And the major thing is: running out of fuel before he finishes his trip. I think lunch break is a red herring.
So, I suggest the driver to update the trip whether he wants to continue or stop for fuel. He can do both, but the app already reminds the driver of the risk of the low fuel before the last stop.
DAY 14
Scenario: a user is shopping using a price comparison app that boasts “real-time” pricing. As they are checking the price of an item, something goes wrong. The problem is unknown.
Challenge: write a message that informs the user that they cannot access the app right now. You cannot specify “why” the app doesn’t work. You also want them to continue using it.
Headline: 30 characters max
Body: 120 characters max
Button(s): 15 characters max
What I Learned
How to write an error message without knowing the error. Also, learning the actions we gave to the user while we are solving the problem and what we can do for them.
Reasoning
First, apologize. Because by apologizing, we can avoid resentment from the customers. Then, we have to tell the customer that we are aware of the problem and promptly fixing it.
We have to make sure that the customer doesn’t stop making a purchase, so I direct them to see the latest voucher on our website, which they can use after purchasing the products. Because approximately fixing the error is within hours (more or less), UX Writer is given the responsibility to empower the user with actions to help “fix” the problem — by letting them know to hit the refresh button at any time to come back with us.
DAY 15
Challenge: Write a multi-screen registration experience for a car-buying app that lets users view discounted prices. The app also enables dealers to call and email the user to visit the dealership to buy a car.
Character constraints per screen (all challenges):
Headline: 45 characters
Body: 100 characters
Button: 25 characters
Time limit: 1 hour
