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 /