ux writing exercise
eet John Doe. You probably know him. Him and his wife Jane love cutting out coupons and deals from the weekly ads they receive in the mail. One day, their daughter was visiting from out of town, and she was watching them enthusiastically organize all their cut-out deals into a binder. She asked, "Have you guys heard of the Wish app?" John and Jane hadn’t heard of it. “No, what’s that?” they asked. She told them about how they could find really cool products at a low price. John thought the app sounded pretty cool, and he was excited to check it out.
Pain Point: Empty Text Box
"I'm trying to create an account so I can browse discount products on the Wish app. I filled in my first name, my last name, and my email address, but there's another text box without any instructions. I'm not very tech savvy, and I don't know what to put there. I tried to tap Create an account anyways, but it wouldn't let me do it because the last text box is empty. I'm very confused and frustrated. I feel stuck. Now what do I do?"
After sharing this screen with a few people and getting their thoughts, the empty text box was noted more than once. I agreed that this was a good opportunity to add some helpful copy to this screen.
I assume the filled in boxes had labels that told the user what to type because even younger, more tech-savvy users would still have trouble guessing what goes where. His daughter came over to help him, and she was confused too. How could they know what to put there? Because last text box is empty, it’s unclear what’s expected of the user, and it leaves him unsure about how to proceed.
So, I added the line, “Create your own password.” The opacity of the text is lower than the text in the previous fields to indicate it’s an instruction, not an entry. The reason I didn’t just write the word “Password,” is because I like to use an active voice, and I wanted it to sound more human. With this solution, John feels confident, and he’s eager to proceed.
Pain Point: Non-Human Copy
"I'm not 100% confident that I know what this section is for. I'm not sure why there's nothing to show here or how to change that. I'm probably not going to return to this section. I don't see a use."
It’s common when you open an app for the first time that the user is just clicking around, trying to get their bearings and explore the different pages and features of the app.
When John clicks the “Recently Viewed” tab, John doesn’t run into a functionality problem like he did previously, but he feels ambivalent towards this page.
The problem with this copy is that it’s unhuman, and it doesn’t provide any sense of direction for the user. “No products found” is understandable from a literal perspective because there aren’t any products to show yet in this tab, but it doesn’t make any practical sense.
When I showed this screen to others, they didn’t point out a problem specifically with the copy on the screen, but when I asked them how they felt about the screen, they struggled to answer; they weren’t really sure; they just felt ambivalent towards it.
I decided this was an excellent opportunity to change the way
the user feels when navigating to this screen. I assume that the
user’s feelings can be uplifted by using a more human voice, and by providing him with some direction.
So, I changed “No products found” to “It looks like you haven’t viewed any products yet. When you do, you can find them here.” This copy is a little more personable and comforting. It also tells the user exactly what the page is for and what he needs to do to see content on the page.
With this solution, John feels comfortable, and he’s ready to start browsing some products. Now, he thinks this page is a helpful one, and he will likely return to it in the future.
Pain Point: Unclear Button Copy
"Now that I'm acclimated to the app and browsing through products, I found a really cool shirt I'm considering buying for my nephew. I tap on the product to view the product's information page, and at the bottom, there's a message that says I can lock in a bigger discount if I add
the product to my account right now. I'm hesitant to press the orange button, however, because it says Buy, not Add to cart. I want to add this to my cart, but I don't know if I'm going to buy it yet, so I'm worried tapping this button might charge me."
One of the people I requested feedback from regarding this screen noted how the message above the button says, Add to cart right now, but the button says Buy which is contradictory. I also noted this observation and thought it could potentially cause confusion for users.
When a user sees the word buy, it could easily be interpreted as buying the product right then and there, not adding it to the cart. It's extremely important that users understand exactly what's going to happen when they tap a button.
So, I updated the button to say, Add to cart. Now, John knows he's adding the shirt to his cart, but he’s not purchasing it yet, so he’s much more confident in his decision-making, and he’s very happy.