1. Setting the scene
The first time I fully started to grasp the importance of written content in digital experiences was when I saw a set of screens where all of the content had been removed. All that was left were the visual design elements: no words, no hints; no questions and no answers.
If I were to do something similar with my prototype so far, my users would be presented with screens that look something like this (Fig. 1):
Fig. 1: A word-less experience
This week, I wanted to spend some time thinking more deeply about the purpose of the content I'm including throughout my app, refining the copy I'd drafted to date based on UX writing best practices.
2. Crafting conversations
2.1. Breadth of analysis: exploring key skills and domains – content as conversation
The core idea behind Janice Redish's 2012 book Letting Go of the Words: Writing Web Content That Works is that content is a conversation, initiated by our users. As I've continued to build my prototype over the last few weeks, I've tried to think about the questions my persona Lydia might have at each stage of their journey throughout the app.
For example, I know that Lydia is looking for...:
at-a-glance information about the skills charities are looking for ("how can I help?")
at-a-glance information about the skills they could gain through volunteering ("what will I be able to learn?")
reassurance that the place they volunteer won't trigger their anxiety ("will I feel comfortable?")
a record of the impact they're having – both in terms of their own personal progress and their impact on the causes they're helping ("what have I achieved? How have I helped?").
My questionnaire-style onboarding flow uses a literal question-and-answer format, often paired with supplemental body copy to answer some of these questions at the start of the experience.
For example, to offer reassurance and encouragement, users are asked if there is anything they need to make their volunteering experience as comfortable as possible. This helps promote both accessibility and inclusivity from the start of my users' journey, including the option to show opportunities that provide disability support or free parking, as well as the option to volunteer from home only (all of which were issues raised in my initial user interviews) (see Fig. 2):
Fig. 2: Making finding volunteering opportunities as accessible and inclusive as possible
2.2. Self-criticism: a tendency towards too much content
As a lover of words, writing is one of my favourite parts of the design process. However, I have come to recognise that I have a tendency at times to 'over-write' – i.e. to provide too much content in one go.
According to Richards (2017: 18-19), "more content" isn't necessarily what our users need (nor will it necessarily help us do a better job than our competitors) – it's "smarter content" that we should be aiming for. Krug (2014:49) also advises that we "[get] rid of all those words that no one is going to read" in order to make "the useful content more prominent".
Looking at the written content I've used in my prototype so far, I can see certain points where I've added explanations that are intended to be helpful, but that actually just repeat information that I've already given on the same screen. For example, on the screen where users can choose whether or not to view opportunities that allow them to gain a formal qualification, I've included an explanation under the main header that repeats what's said in (and takes up almost as much space as) the header itself (Fig. 3):
Fig. 3: Unnecessary explanations
When iterating, I first considered removing the body copy from this page altogether. However, I felt that this could also be a good moment to further motivate my users, encouraging them to think about what they could gain for themselves by volunteering (and thus addressing one of the core user needs my app intends to address). I therefore revised the copy, making it shorter, more relatable, and more benefit-led by providing a concrete example of the kind of training people could receive (Fig. 4):
Fig. 4: Snappier, more benefit-led copy
2.3. SMART goal: test early, test often
Striking the right balance in terms of the detail of written content is something I will continue to practice as I grow and develop in my career as a UX Writer. For each professional UX writing project I undertake, I plan to carry out at least one round of user testing during the initial copy ideation phase (whether that's setting up a formal copy-focused usability test or getting some feedback in the form of cafe/guerrilla testing), to ensure that my copy resonates with users, helps them meet their goals, and doesn't overwhelm.
3. Conclusions
While I don't believe that less is always more when it comes to crafting effective content, I do agree that quality over quantity is paramount in the case of UX writing. It's not enough to rely on my own best judgements of what words work best for my users; only a process of continual ideation, testing, and iteration will help me to identify my users' questions and to craft the right answers at the right moment.
4. References
KRUG, Steve. 2014. Don't Make Me Think Revisited: A Common Sense Approach to Web and Mobile Usability. New Riders: USA
REDISH, Janice. 2012. Letting Go of the Words: Writing Web Content That Works. Massachusetts: Elsevier, Inc.
RICHARDS, Sarah. 2017. Content Design. London: Content Design London.
Comments