The document discusses microcopy and how language influences behavior on websites and applications. It explains that as websites become more like applications, the content and words used take on more importance in shaping user behavior and outcomes. The document outlines three types of important microcopy: 1) UI microcopy which provides context for user actions, 2) microcopy for new users that sets the initial tone, and 3) content definitions that shape what content users engage with. It emphasizes that microcopy is an opportunity to inform, guide and delight users through compelling language.
3. Some key ideas
Websites are become web applications
The web is being rebuilt around people.
Most web-apps are a gamble on content.
This content is created by the people.
The people use the interface to do this.
Interfaces are the language of software.
Language influences behaviour
105. The swiss cheese model of
defects
Release
Q.A.
Build
Visual Design
“Submit”
Wireframe
“Submit”
Content that’s “okay” survives
106. The swiss cheese model of
defects
Release
Q.A.
Build
Visual Design
Share
Wireframe
OMG_REPLACE_ME
Content that’s obviously wrong, is usually caught.
110. A typical request
What do we say on the screen where the user
has clicked archive, but the message was
already archived by someone on their team so
they can’t double archive, but it’s not an error,
but at the same time it didn’t happen, oh yeah
and this happens with cancelling emails as well,
now that I think about it...Hmm. Your call. ”
Ticket #1374 in Sifter, assigned to
Des
121. By on screen flash
message
By email?
How?
Text in app In their records
(space?)
Audio effect By SMS
122. A typical request
What do we say on the screen where the user
has clicked archive, but the message was
already archived by someone on their team so
they can’t double archive, but it’s not an error,
but at the same time it didn’t happen, oh yeah
and this happens with cancelling emails as well,
now that I think about it...Hmm. Your call. ”
Ticket #1374 in Sifter, assigned to
Des
123. Microcopy framework
Message for: Any user
To tell them: They don’t need to archive,
it’s already been done
So they: Stop trying, and move on
Displayed via: Flash box on app (60 char max)
When: After user tries to archive
already archived message
Tone: Clear, personal, like a work
colleague.
125. “Error: Message
ERROR: Duplicate is already
Archive archived”
Bump
Bad content
You can’t archive a
Duplicate Archive
message in All
Error
messages
This message has been
archived by you or one of
your colleagues
128. Brevity vs
Clarity
VS
Oh My God, you can’t archve
a message that has already
been archived. In fact only
“Error” moments ago one of your
colleagues archived this very
message.
Sorry about it.
132. The web is littered
with examples of
compelling copy that
makes things
interesting, engaging,
clear, funny,
inspiring...
133. Microcopy
framework
Message for: Purchasing users
To tell them: Their order is enroute
So they: Know what’s up, and feel happy
Displayed via: Email
When: Immediately upon order
Tone: Fun. Make this user laugh at
their damn keyboard.
134. “Thanks for your order with CD Baby!
Your CD has been gently taken from our CD Baby shelves with
sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make
sure it was in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a hush fell over
the crowd as he put your CD into the finest gold-lined box that
money can buy.
We all had a wonderful celebration afterwards and the whole party
marched down the street to the post office where the entire town of
Portland waved 'Bon Voyage!' to your package, on its way to you,
in our private CD Baby jet on this day, Wednesday, September
19th.
I hope you had a wonderful time shopping at CD Baby. We sure
did. Your picture is on our wall as 'Customer of the Year'. We're all
exhausted but can't wait for you to come back to
CDBABY.COM!!”
143. “Ladies and gentlemen, we've reached cruising altitude and will be turning
down the cabin lights. This is for your comfort and to enhance the appearance
of your flight attendants. Weather at our destination is 50 degrees with some
broken clouds, but they'll try to have them fixed before we arrive.”
146. Remember your content
is...
not always canonical
always an opportunity to delight your
user
usually the lowest hanging fruit in your
app
147.
148.
149. We obsess over pixels,
shadows, shades,
typefaces, borders,
gradients, opacities,
blurs and more.
Why not words?
150. Wordddle My info | Sign out | HELP
Sentences Emails Messages
Purpose: Tell users to upgrade as free plan expired destraynor
“We're sorry, but you can't create any more projects on
your current plan. You current plan (Free) is invalid“
1 3 rebounds
Dude, that's lame. The message is "Your plan has 31
Steve. P expired. Upgrade here".
What Steve said. Maybe explain the cost here, save them 4
John. S the click?
You:
Send message
Where is the Dribbble for Words?