WRITE TO DESIGNY o u r p a t h t o i m p r o v e d c o p y
©2019 Nithya Krishnan 1
AGENDA
• A sneak peak into what ‘copy’ in design is all about
• Why is copy important for designing user interfaces?
• What’s in it for you?
• Examples of delightful user experiences coupled
with good copy
W h a t w i l l y o u l e a r n t o d a y ?
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WHAT IS COPY?
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• In the field of design, any content that is written in text,however big or small, is commonly called copy.
• It consists of small pieces of text like headings, hinttexts, placeholders, summaries, and instructionsthroughout a website or an application.
DEFINING GOOD COPY
• Words are what truly deliver any message. When used in the right
places and in the right context, copy can turn a mundane task into
something memorable.
• Copy not only guides the user, but defines the way in which the
product is consumed, adds a whole new dimension to the way we
design interfaces.
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I t ’ s a b o u t t h o s e t i n y d e t a i l s
WHY IS COPY IMPORTANT?
• Have you ever been confused with the way in
which some words are used on applications?
• Have you wished that messages were a lot more
simpler?
D o e s i t m a t t e r ?
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INCLUSIVENESSUSING COPY
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InclusiveCopy
InclusiveCopy
CommunicateCommunicate
Enableinteraction
Enableinteraction
Helps get youstarted
Helps get youstarted
Create a toneand voice
Create a toneand voice
EngageEmotionsEngage
Emotions
MAKE DIGITAL MOREHUMAN
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• Words on a screen can never replace a realconversation, but good copy can show that realpeople created your product.
• If your product sounds human, it’s easier for peopleto trust you. Open up to your users, and they canopen up to you.
MAKE DIGITAL MOREHUMAN
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• The secret to delightful copy is surprise.
• Sometimes, all you need is a well-placed message toput a smile on a user’s face.
EVOLUTION OFDESIGN AND COPY
• Google’s search page:• In 1998• In 2001• In 2008• Current
STORYFRAMES BEFOREWIREFRAMES
• Storyframing is an approach in design based on
anticipated user behavior. You can think of
wireframing as a sketch of the design, and
storyframing as the outline from the perspective
of how users will move through the design.
• So why must we involve writers here? How can
they help?
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UX WRITING
• As a UX Writer, you must simplify text and turn a
complicated message into one that outlines the
problem, process and outcome in a simple
manner. Taxonomy plays a crucial part in
creating copy.
• In general, a UX writing portfolio needs to do
three things: Clearly outline the customer
problem, explain the process and/or approach,
and reveal the final outcome.
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ModularDesign
Clearoutline
FinalOutcome
Explainthe
process
COPY WRITING ORUX WRITING?
• Copywriting:
• The process of writing promotional materials often
aimed to get the user to take action
• UX Writing:
• Convey brand voice and shape the product
experience by crafting copy that helps users
complete the task at hand.
L e t ’ s c l e a r t h e d i f f e r e n c e
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• Sales-oriented• Work with
sales/marketers• Use striking jargon
Copywriting
• Product-oriented• Work with designers• Use simple and easy-to-
understand jargon
UX Writing
INTERFACESARE STORIES• When you plan what you want to
communicate to your audience,words are often the best startingpoint.
• Always address the user directly.Forget formalities.
• Use copy that helps to guide theuser.
ADOPTING ACONVERSATIONAL TONE
• When you use metaphors toresonate with the content, itbecomes a more naturalapproach to conveying anidea.
• Just as we see a deeperintegration of technology inour daily lives, we will see adeeper need for storytellers,people who are intuitivelygood at anticipating whatwords are needed, andwhen.
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NARRATIVE DESIGN
• As technology moves into a moreconversational trend, a UX writer mustunderstand narrative and conversationaldesign aspects.
• This helps to convert product requirementsinto a clear and engaging user story.
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BECOME ENGAGING
• When people read content written in aconversational tone, it gives them thefeeling that they’re being spoken todirectly.
• Rather than talking to your audience asa whole, you’ll be conversing withthem personally. That’s why copy isalso crucial in creating that experience.
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• Here are some features that you can use to
create good copy
• It all depends on the context at hand. There
a lot more to this list that can be out-of-
the-box.
FEATURES OF GOODCOPY
Copy
Purpose
Approach
Process
BrandVoice
Connect
HumanChoices
Trust
Simplicity
Engage
Delight
CLEAR PURPOSE
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PURPOSE
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CLEARAPPROACH
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CLEARPROCESS
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BRANDVOICE
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MAKE ACONNECTION
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USERCHOICES
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BE HUMAN
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GAININGTRUST
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SIMPLICITY
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DELIGHTFULEXPERIENCES
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ENGAGE
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EXERCISE ON COPY
• Pick any website/application thatyou routinely use.
• Identify that one pain point, andsee how you can change the copyto make it work better for you.
• Another task you can do is toredesign the copy of the samewebsite/application.
• Sketch this out and run it throughyour colleagues/friends.
• It’s always good to get feedback.
THANK YOUL i n k e d I n : h t t p s : / / w w w . l i n k e d i n . c o m / i n / n i t h y a k r i s h n a n
31©2019 Nithya Krishnan
A r t i c l e : h t t p : / / w w w . t c w o r l d . i n f o / e - m a g a z i n e / t e c h n i c a l -c o m m u n i c a t i o n / a r t i c l e / w r i t e - t o - d e s i g n /
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