UX writing Challenge
A daily challenge for 14 days followed by a finale. This challenge run by DUXW is fun and a great way to learn.
Why did I do this?
It all began as my effort to learn more about UX writing and microcopy. I completed these challenges and posted them on various UX groups on LinkedIn, receiving feedback from peers & experts helping me to develop insights and improve my work.
Learning is ongoing, limitless and I love it.
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.
Headline: 45 characters
Body: 175 characters max
Button(s): 25 characters max
Problem- The user feels disappointed and frustrated, possibly even furious in this situation, unsure of what to do next, and expects the best alternative options from the airline.
Thought process- My first thought here was to make sure the user feels cared for. I wanted to make sure the message came across as considerate and apologetic in an effort to make amends.
The first copy came out way longer than the challenge allowed. There was a limited number of characters allowed so I did shorten it and make sure it adhered to the character count.
However, after some more iterations, I decided to go with the third version of it. This is the final copy, it went slightly over the character limit, but “user-centered” design means putting the user first, so here it is.
(p.s- I remembered feeling better once handed a small snack bag during one such flight cancelation. Hungry and angry aka “hangry” users are even more irritable…hence the refreshments option was a must-have)
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.
Headline: 40 characters max
Body: 175 characters max
Button(s): 25 characters max
Problem- The user needs to be instantly attracted to the app. A working parent almost always is short on time. The copy should be such that it creates delight in the user and makes them feel hopeful and happy that they will be able to keep up with their favorite sports events.
Thought process- My thought was to be able to get all the facts and information to the user at a glance. I decided to keep the tone clear and simple without too much gimmick or exclamatory language.
Clear, straightforward facts are delivered to the user, who most probably has very little time on hand to explore and find more facts before making a decision to get the app.
I am not a big sports fan (apart from the soccer World cup & Tennis Grand slams), but I appreciate clear concise messages. The character limit in this challenge was enough to generate this solution.
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.
40 characters max
Problem- Errors happen. As a general rule, there shouldn't be any use of negative or condescending language. The word “invalid” sets a negative tone especially when it applies to the user.
Thought process- I wanted to try and stay upbeat, or at least neutral. Making sure there was no way the user would feel “blamed” or “scolded”. I tried to also include a suggestion saying “ try again” encouraging the user to ensure it wasn't just a simple typo or spelling error.
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.
Headline: 45 characters max
Body: 175 characters max
Button(s): 25 characters max
Problem- The goal here is to convince them to subscribe to the service. The user already is a loyal customer of the supermarket, so this could be attractive to them if the message is delivered with care.
Thought process- My intention here was to make the user feel a sense of belonging and being cared for. Opening the message with a mention of “ saving time” and following it with the humble, service-oriented message “Allow us to take care of you” served the purpose here.
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?
Headline: 40 characters max
Body: 140 characters max
Button(s): 20 characters max
Problem- Loss, in any form is something people want to avoid. They dread it, we dread it. So in this case, the user might be panicking or upset or frustrated about the sudden phone crash. When they reopen the app, they might be anxious or angry and unsure.
Thought process- In this situation the first thing I wanted to do was assure the user that we are aware of what happened. “Don’t worry” followed by “ we saved your HARD work” communicated that we valued them and their work. The initial anxiety/ frustration would hopefully subside after reading that initial text.
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 there’s 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.
Headline: 30 characters max
Body: 45 characters max
Problem- The user needs to be notified of this situation immediately. It's imperative to get their attention - fast.
Thought process- The initial thought was to use strong scary fear-based messaging. This though has to be used carefully and can be tricky. So after a little more iteration, I decided to keep it formal and factual. “Active Fire” at the beginning was ideal to capture their attention.
Again the character count permitted for this challenge was low, and it made this all the more “challenging”. I enjoyed writing this copy and was happy with the outcome.
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.
Headline: 30 characters max
Body: 45 characters max
Problem- The user is busy at a social event. The goal here is to update them about the game, score, and players at a glance.
Thought process- The message had to be delivered quickly, but I wanted to also include a little bit of emotion/exclamation to express the mood of the game and the joy of the fact that their team scored.
“ Newcastle reigns!” conveyed the joy, in short, followed by player details.
The character limit here was low, making it a very interesting challenge.
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?
Headline: 30 characters max
Body: 45 characters max
Button: 25 characters
Problem- The user has to be informed of the upcoming concert in a way that ignites their desire to attend it.
Thought process- Concerts almost always feel like a celebration/party. I tried to keep that vibe in the copy, emphasizing the amazing opportunity for them to see their favorite band live “Don’t miss it, enjoy their magic LIVE”
I kept it short and sweet, encouraging the user to either book now or explore for more information.
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.
Headline: 30 characters
Body: 45 characters
Problem- This situation can be troublesome for users, creating a negative feeling or making them feel frustrated that they are going to have to enter a new card or edit the payment method. It’s always annoying to have to do that, and if the language used to convey the message to the user isn’t right it adds to the negative feelings.
Thought process- Again it is essential to remember not to have a condescending tone in the copy. I decided to not use any exclamatory language and just kept it simple and neutral. I didn't want to make the user feel alarmed, or that they did something wrong. This should seem like a routine thing, and not a hassle at all.
The limited characters made it challenging but it was interesting to complete.
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
Problem- Data mining is the most annoying experience. The goal here is to ensure the user that the information needed is absolutely minimal and only essential to let us find them what they are looking for. Being asked for personal information unnecessarily, often makes the user feel like their privacy is being infringed upon, and we need to clarify that it is not our intention.
Thought process- I used language that makes the user feel that they can trust us. Formal, service-oriented, and simple. “Allow us” shows that we are asking permission, not forcing them to give us their information. “We only need” makes sure we emphasize that we need very little information, thereby assuring the user of no hidden data mining intention.
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
Problem- The elderly user is trying to buy contact lenses online. The older age group needs a little more trust and assurance in regards to online experience in comparison to others.
Thought process- I used the search keywords in the headline and started the body with “Trust us”, trying to create a comfortable, trustworthy environment for them. Mentioning “major insurance accepted” also enforced the same trustworthy energy.
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
Problem- Convey the message in a concise, clear manner without making the user feel like they made a huge error.
Thought process- I started with “Sorry” to keep the tone apologetic and friendly. Following it with suggested next steps made sure the user has a path to follow to solve the issue.
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
Problem- The alert message has to sound like a suggestion, not a command. The user needs to feel like they are in control and the app is merely providing them with choices they could make. It's important to provide all the information through that one message so the user can make an informed decision.
Thought process- Since the app also monitors fuel, it would obviously show that he was low on fuel. I kept the tone friendly and casual, suggesting that a break would be best at that point, given all the circumstances. Acknowledging the “6 deliveries” made sure the user feels that the app has taken into consideration all the possible scenarios. The CTA and the “not now” link provides him with options to make any decision he wants.
Day 14
Scenario: a user is shopping using a price comparison app that boasts “real-time” pricing on items. 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 the app.
Headline: 30 characters max
Body: 120 characters max
Button(s): 15 characters max
Problem- The user is interrupted in the midst of their task, and they must be frustrated and angry, and maybe disappointed too. The goal here is to inform the user of the sudden shutdown and also ensure that they do not quit the app.
Thought process- Being interrupted in the middle of a task can be very disruptive and disappointing, especially if it's online shopping. The message keeps a casual, friendly, upbeat tone, and suggests actions the user could take to help solve the problem. I made sure the user would feel important and included in the problem solving and hopefully this would keep them engaged with the app.
Day 15 - Finale
Final Challenge: Using the browser on your mobile device, please go to Facebook and log in. Tap the menu icon and then tap Create New Page in the Pages section.
Your task: Rewrite the page creation and user onboarding experience. Be bold and take risks.
This was a longer challenge
I took one screen at a time, rewriting the copy to sound a little friendlier with a guiding tone.
For example - In the step where the user could add their website, the original screen said “If” they had one. Fb kept their copy direct and to the point. I added some wow words like “Attract” to make it seem like something they might want to have if they still don’t. I also mentioned “you can add one later on” to make sure they don't feel negative if they don't have a website.
FB was clear that the user could skip this step “if” they don't have a website. I tried to keep the tone gentler, by mentioning, “This step is optional”.
You can read my process and see all the steps on my blog on Medium
My version of the Onboarding for FB pages with rewritten copy.
The original FB Pages onboarding screens with their copy
This exercise was significant in improving my UX writing skills. I have been blogging for a long time, but microcopy is a different playground. There were significant learning points here that will definitely help me in my future projects.
Writing clear, crisp, concise copy takes a lot of reading, writing, and rewriting.
Sometimes shorter is sweeter.
There is always room for improvement.
UI makes a substantial impact on the effectiveness of the copy.
What I would do differently?
I would ITERATE more.
I would make sure the UI supports the copy better.
Please feel free to reach out and connect, or leave a comment on email or LinkedIn.
