"Words are a lens to focus one's mind."
- Ayn Rand
Localization & Microcopy
I was responsible for translating the existing account creation process to a different language. As I started my journey, I noticed the English text needed clarity and improvement. So I stopped the localization process and addressed the issue with the product team. After the discussion with the team, I changed all the microcopy in our current process. Here are just a few examples.
This microcopy is lengthy and confusing. The text on buttons should indicate what will happen if it's clicked rather than having an instruction in the body of text stating what will happen if the button is selected. The user needs quick and simple instruction on the problem they're facing.
Simplicity and clarity, this screen tells the user that they have an account and they can either sign in or find a solution to their sign-in problem. It's short and clear.
Chevrolet: 404 Error
I was exploring car models and landed on this page. I saw this as a great opportunity to improve the page and practice my UX writing skills. Although 404 Error pages aren't a fun experience for the users, this one caught my attention. In my opinion, the 404 page needs to be handled delicately because there’s a fine line between delighting and dissatisfying the user.
What works: The image is stunning expressing freedom and adventure. As the sun blinds the user’s eyes, it points to the problem "Page Not Found" without any additional information. It’s simple.
Why it doesn't work.
Once the user lands on " Page Not Found", the landscape image occupies the entire screen, nothing else signals there's a solution. The user is only able to see "Sorry, but the page you requested could not be found" if they decide to scroll, and again, it’s a longer repetition of a previous statement. Otherwise, no scroll=no solution.
Four Options: Too many options to try. Although the bullet point form is easy to read, the user needs a quick redirection and not an instruction.
Solution: Provide a quick 404 explanation and resolve the problem on the spot.
Example: We tried, but this road couldn't be found. Let's pick a new road.
Why it works: Suggests it’s a collaborative effort to find the page and initiates potential paths to explore.
CTA: Go Home button ( if the user is unsure what they’re looking for) or provide popular links to give the user other options to explore.
The LCBO App
One day, I was looking for an app on the Play Store with not so good reviews and came across the LCBO app. It came to my surprise that one of the biggest brands in Ontario's beverage industry had such experience. So, I analyzed and found my favourite UX writing error.
When a user makes this far in the journey map, the last thing a company wants is cart abandonment.
Problem: the 'minimum' is unclear, no actual number is written, and the user needs to perform a calculation to find out that the minimum is $50 dollars.
Before: Your order will be delivered to a store where you can pick it up. Please add $32.05 to meet the minimum allowed to check out.
After: To qualify for a store-pick up your order total needs to be $50 or more.
This way, the user knows exactly that anything above $50 will qualify for the pick-up and there's no need to add additional information that it will be delivered to a store where the customer can pick it up. The user wants the end result and not the process.
Want to see the UI design error on this screen? Yes