How to improve the website user experience with micro-copy?

Why are some products deeply rooted? What makes us feel close, joyful and happy in their design? Today @ 10 Realities why the focus from the micro-copy to talk about how to improve the experience of the site, contains a lot of excellent cases, to see the excellent copy of foreign websites what kind of.

iOS and the Google Play app store contain more than 2 million apps. If that doesn't make you dizzy, let's talk about 876 million websites and 212 mainstream social networks, all competing for user attention.

For those of us who are creative, the market is a huge challenge. Our generation contact with the technology products more interesting and fun, difficult to extricate themselves, we will ask: our project how to firepower?

Users are tired of lifeless language, but most technology products are still imposing on users. They are fed up with the bland interface that has been operating for decades.

Instead, users want the real experience to make them feel comfortable, relaxed, and friendly.

Savvy users need an easy experience. Easy is for them. For us? It is incumbent on us to provide this experience at all costs and to differentiate our brand in a meaningful way. This means that it takes extra time to make sure that our product is talking in words-not machine language.

Of course, it all sounds complicated. But I'll refine it to 3 simple steps:

Find brand Personality

Define brand Timbre

Transform it into the user experience

We step by step:

　　1. Personality: What makes your brand personality, and why is it so important?

The American Psychological Association (APA) defines individuality as "the unique psychological qualities of individuals who, on various occasions, change over time and can influence a variety of behavioral patterns." ”

Our personalities affect the way we think, Express, and feel about our surroundings. Similarly, when users manipulate your product, they want friendly language to guide them through specific event processes. By associating a brand with several typical human personalities, it creates a more relevant story and makes it easier for users to invest.

Other words:

People are easy to get close to, and if your brand feels like "people," they'll be closer.

　　2. Timbre: Use a simple template to define intonation

Define brand personality, let us think better how to face the user. It shows what timbre to tell the story. Keep the concept of brand timbre in mind-it will help you complete this decisive shift from "machine language" to "verbal". Carefully crafted timbre can affect the different stages of the product experience and become an important asset for sales, social channels, and even customer support.

Terminology such as timbre, intonation and language can be confusing. Keep in mind that timbre is the overall style of your brand expression, and intonation is a change in timbre that reflects a particular attitude or response to a particular situation. Language, on the other hand, refers specifically to the use of words. Simply put, your brand reflects the overall timbre through a specific tone, using specific language to adapt to different scenarios.

Based on the brand personality you have just set up, take a few clock to answer the following questions about timbre:

What does my brand say?

What should my brand say to users at different stages of the experience?

What does it hate?

What is it to love?

Try to think sideways: What do you like best about your brand, what to drink and what to eat?

When you think of the answers to these questions, write your newly defined brand tone on paper. Set up a series of guides and examples to help everyone in the team reach a consensus. Take a look at MailChimp's tone and tone website, which is an excellent example of a guide to brand timbre.

　　Voiceandtone

I built a template to help you capture the language, to reflect the tone of the brand. To fill it out, you need to define a series of words to express excitement, encouragement, worry, regret, and gratitude. For example, the success hint expresses the emotion, but the warning message expresses the worry. There are also a number of wording cases to show how to use words in context.

　　3. Conversion: 10 ways to integrate brand timbre into the user experience

Regardless of the structure you use to visualize the entire user experience (itinerary, flowchart, Sitemap, story, and so on), your brand timbre can also be incorporated into each phase.

You can usually start from these places and add the words and intonation you define:

Registration process

Action Call button

Login process

Partner Landing Page

Notice

Business Mail

Upgrade process

Help Area

Changing machine language is a daunting task. You may feel like you're overdoing it more than once. Are we going to be too formal? Does this scare off users? Buy buttons can you use slang? The previous template helps you stay on the brand, and a regular A/b test allows you to experiment within a reasonable risk range.

I have collected 8 major brand timbre cases that are integrated into the user experience process and are expected to inspire you. Most of them are concerned with the micro copy, these superficial text and wording, for the user is everything.

　　1. Picmonkey's creative pre-loading case

Experience: If your brand mascot is a technology-literate monkey, boldly let it "stare at the beam" while compressing the user's files.

　　2. The witty comments of Virgin America

Experience: Humor helps to ease tension, and certain industries, such as aviation, are absolutely fully utilized. Well, as Virgin said: Life is not a beach vacation.

　　3. HootSuite's extremely honest sleep pattern

Experience: Users consume unnecessary server resources. Take a nap and let them know it's resting--in as friendly a way as possible.

　　4. Touchéstation Introduction to Pandora

Experience: If you have overcome difficulties and created highly complex algorithms (musical gene program), you can also initiate a conversation and tell me what it means.

　　5. Buffer forthright Notice

Experience: The successful operation of the user is an opportunity to develop the brand personality. If it happens to be witty and interesting, then why not?

　　6. Slack refreshing Welcome message

Experience: Users sometimes feel the pressure of Alexander. Face it, embrace it, make it part of your mission, and be the best part of their day.

　　7. Waze thoughtful suggestions

Experience: let users know that you always keep their interests in mind. Especially when users are scrambling, your application needs to be alerted.

　　8. MailChimp Cheerful Reminder

Experience: Sometimes a line of code that says "successful operation" is more meaningful to the user. Yes, I mean your application does send out an email, but what's behind that? Take some time to congratulate the user, don't show off your technology. It was a glorious moment for them.