Daily UX Writing Challenge
Daily UX Writing has a brilliant 15-day challenge to flex your UX copy skills and keep them well-oiled. Starting out as a UX writer, it was an excellent opportunity to practice.
Determining Tone of Voice
The Tone of Voice for a product's copy can be described in four dimensions, according to the NN Group. The dimensions include, but are not limited to:
serious
respectful
formal
matter-of-fact
vs funny
vs irreverent
vs casual
vs enthusiastic
These guidelines are going to be used to determine the ToV for each challenge. In a few cases, where the particular attribute does not apply, I have replaced it with a more suitable descriptor.
Key principle:
Don't try to make the user feel something, but resonate with what they are already feeling.
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Day 1
๐ Scenario
โ
A traveler is in an airport waiting for the last leg of a flight home when their flight gets abruptly canceled due to bad weather.
โก๏ธ Challenge
โ
Write a message from the airline app notifying them of the cancellation and what they need to do next.
๐ Constraints
โ
Headline: 45 characters
Body: 175 characters max
Button(s): 25 characters max
Solution
Your Flight SG-797 to Delhi has been cancelled
โ
Your flight has been cancelled due to bad weather. We deeply apologize for the inconvenience.
You can either book a new flight at no additional cost, or head to the nearest airline counter so we can assist you.
User State of Mind:
Anger ๐ก, Shock ๐ง, Anxiety ๐ฃ
Tone of Voice:
Serious, Respectful, Formal, Sympathetic
Note:
Right now, we have a user who is tired, angry and not in the mood for fun and games. They are already at the airport. They have been on a multi-leg journey for several hours. They just want to go home. Keep the tone serious / respectful / and formal – but also try to be sympathetic and reassuring at the same time.
Day 2
๐ Scenario
โ
A user is a working parent, and a big sports fan, in the midst of their favourite sports season, who can no longer attend games.
โก๏ธ Challenge
โ
Write a promotional screen for an app that lets a user choose teams, sends game reminders, real-time score updates and highlight videos.
๐ Constraints
โ
Headline: 40 characters
Body: 175 characters max
Button(s): 25 characters max
Solution
Don’t miss out on a single game!
โ
Life getting in the way? We understand.
โ
That’s why SportsBug bugs you with real-time score updates, game reminders and highlight videos for only your favourite teams!
What are you waiting for?
User State of Mind:
Disappointed ๐, Busy ๐คฏ, Tired ๐ฅฑ, Curious ๐ฅฑ
Tone of Voice:
Serious, Respectful, Casual, Enthusiastic
Note:
Our user is a busy person who is probably tired from their daily activities. They must be disappointed that they cannot attend the games, even though they are raring to go. They are excited, curious, but also in low spirits. Our copy needs to inject some spark and energy into their day. That’s why we go with a ToV that is serious (We don’t want to make fun of them) but also respectful and enthusiastic.
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Day 3
๐ Scenario
โ
The user entered the wrong email address to sign in to their account.
โก๏ธ Challenge
โ
Tell the user to enter the right email.
๐ Constraints
โ
40 characters max
Solution
User State of Mind:
Possibly impatient ๐
Tone of Voice:
Funny, Irreverent, Casual
Note:
-
Tone can range from dry and boring to fun and snarky
Other alternative tones:
That doesn't seem right.. please try againโ
Please enter the correct email
Day 4
๐ Scenario
โ
A user is in their favorite supermarket. They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.
โก๏ธ Challenge
โ
Write a promotional home screen for a subscription service that delivers groceries to the user once-a-month for a flat fee.
๐ Constraints
โ
Headline: 45 characters
Body: 175 characters max
Button(s): 25 characters max
Solution
Say goodbye to long lines and heavy bags!โ
โ
We now deliver your monthly groceries to your doorstep, for a one-time fee, starting at โน500.
Save time for more important things.
User State of Mind:
Curious ๐ง, Excited ๐คฉ
Tone of Voice:
Serious, Respectful, Casual, Enthusiastic
Note:
-
Neutral to the location of the user, and remains relevant even if they are currently at the supermarket.
-
Address the usual pain points of grocery shopping
Day 5
๐ Scenario
โ
The user works in graphic design. While critiquing a design in a mobile app, their phone abruptly turns off. When they restart the phone, they reopen the app.
โก๏ธ Challenge
โ
Write a message that the user will read immediately upon opening the app. What do they need to know? What steps (if any) do they need to take to recover their content? What if they can't recover the content?
๐ Constraints
โ
Headline: 40 characters
Body: 140 characters max
Button(s): 20 characters max
Solution
Invision shut down unexpectedlyโ
โ
Don't worry, we've tried our best to recover your unsaved files. You can also look for the latest version of your files under My Documents
User State of Mind:
Anxious ๐, Irritated ๐ค
Tone of Voice:
Serious, Respectful, Casual, Sympathetic
Note:
-
The user is thinking "What the hell just happened?" So start the message with that
-
Reassure the user about what happened to their data.
-
People hate losing things unexpectedly. They may not be in the mood for humour.
Day 6
๐ Scenario
โ
It’s Monday. A user has just gotten into their car to drive to work. They plug their phone into the car and start driving.
โก๏ธ Challenge
โ
How would you let the user know there’s a fire happening in a nearby town that is causing road closures? The effect on their commute is unknown, but there is a definite danger if the fire gets closer. How do you communicate this to them? When? Write it.
๐ Constraints
โ
Headline: 30 characters
Body: 45 characters max
Solution
User State of Mind:
Calm ๐, Focused ๐(on driving)
Tone of Voice:
Serious, Respectful, Formal, Matter-of-fact
Note:
Assuming we know their GPS location and route to work, we can time the message accordingly if they are within a 5km of the fire. Keep the message short, and to the point, as the user is driving.
Day 7
๐ Scenario
โ
A sports fan is at a wedding while their favourite team is playing against their arch-rivals. Their team scores.
โก๏ธ Challenge
โ
How would you, quickly, let the sports fan know about the latest play, the current score, and the key players? Write it.
๐ Constraints
โ
Headline: 30 characters
Body: 45 characters max
Solution
๐
โ
GOOOAAAL! Liverpool Scores!
It's now 1-0! Salah scores; Jones assists.
User State of Mind:
Distracted ๐ฅด, Restless ๐ฃ
Tone of Voice:
Serious, Respectful, Casual, Enthusiastic
Note:
Weddings can be a LOT to take in. The user is distracted, and needs copy that is engaging enough to grab their attention. (This is a challenging one, given the word count.)
โ
Assumptions: The game is football. Liverpool vs Arsenal. Goal scorer: Mohamed Salah. The score is 1-0.
Day 8
๐ Scenario
โ
The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app on their phone.
โก๏ธ Challenge
โ
Tell the user that one of their favorite bands is playing live in their town. How would you compel them to want to go?
๐ Constraints
โ
Headline: 30 characters
Body: 45 characters max
Button: 25 characters
Solution
User State of Mind:
Not known
Tone of Voice:
Funny, Irreverent, Casual, Enthusiastic
Note:
-
The idea is to compel the user
-
It also needs to be energetic, create a sense of urgency
-
Use of words like "FOMO" to attract a younger audience
Day 9
๐ Scenario
โ
The user is trying to rent a car using an application but the credit card on file has expired.
โก๏ธ Challenge
โ
Write them an error message so that they can correct the problem.
๐ Constraints
โ
Headline: 30 characters
Body: 45 characters max
Solution
๐ณ
โ
Your saved card has expired
Check with your bank, or add a new card to proceed.
User State of Mind:
Vulnerable ๐ฏ, Confused ๐ค
Tone of Voice:
Serious, Respectful, Formal, Matter-of-fact
Note:
We need to be clear, concise and compassionate. The copy should not confuse the user, and use plain words to describe the issue and what they should do next.
Day 10
๐ Scenario
โ
The user is trying to view a website to help them buy a car. But, the content can’t load without the user’s location. They need to enter their ZIP code and first name.
โก๏ธ Challenge
โ
Ask them where they live and who they are without sounding like you're unnecessarily mining their data.
๐ Constraints
โ
Headline: 25 characters
Body: 45 characters max
Button 15 characters
Solution
Help! Too.. many cars..
โ
We need your location to show cars near you.
Where do you live? (ZIP Code)
Enter ZIP Code...
What do we call you? (First Name)
Enter a first name...
User State of Mind:
Distrustful ๐คจ, Impatient ๐, Annoyed ๐ค
Tone of Voice:
Funny, Respectful, Casual, Enthusiastic
Note:
People hate getting blocked, so using a funny tone will soothe the user's irritation somewhat. The copy should clearly convey WHY we need this information and how it benefits the user.
Day 11
๐ Scenario
โ
An elderly user is doing a Google search to find an easy way to buy contact lenses online.
โก๏ธ Challenge
โ
Write a title and meta description for a website that sells subscription contact lenses delivered to a user every 30 days—convince them to try it.
๐ Constraints
โ
Title: 60 characters
Meta Description: 160 characters
Solution
User State of Mind:
Vulnerable ๐ฏ, Confused ๐ค
Tone of Voice:
Serious, Respectful, Formal, Matter-of-fact
Note:
Here we need very plain and simple language. Avoid the use of heavy words or jargon, and keep the tone formal and straightforward. No funny business. Try to tap into the user state of mind with words like "comfort" and "hassle"
simplylenses.com
SimplyLenses | Contact lenses delivered to you
No need to step out. We deliver contact lenses to your doorstep every 30 days, for a monthly fee of โน150. Subscribe now and leave all the hassle to us.
Day 12
๐ Scenario
โ
A user is creating an account. When they come to the step where they are asked to enter their name, they get an error message. A fraud detection software thinks their name is fake—but it’s wrong 5% of the time.
โก๏ธ Challenge
โ
Write an error message that prompts them to fix the error without shaming them for having a fake-sounding name.
๐ Constraints
โ
45 characters max
Solution
What's your name?
O Lala
That's a unique name! Add it to our list here
User State of Mind:
Touchy ๐, Sensitive, Annoyed
Tone of Voice:
Funny, Irreverent, Casual, Sympathetic
Note:
-
Compliment them on the uniqueness of their name
-
Imply that it's the system's fault for not having it in their list
-
Make them feel like they are helping another person with the same name by adding it to the list
Day 13
๐ Scenario
โ
A short-haul truck driver has a phone app that monitors his route, schedule, fuel & deliveries. He has 6 more deliveries before stopping for fuel and lunch. Due to unexpected traffic, he’s behind schedule.
โ
He can choose to stay on his planned route for a few more stops, but risk running low on fuel and missing lunch, or he can get fuel and lunch now and finish the deliveries later.
โก๏ธ Challenge
โ
Write a push notification alerting him of this dilemma and options.
โ
Hint: Before you write your solution, try and empathize with the litany of crap that a truck driver probably has to put up with on any given workday. Once you feel like you have some perspective, give this challenge a shot.
๐ Constraints
โ
Headline: 30 characters max
Body: 45 characters max
Button(s): 25 characters max
Solution
We're a little behind scheduleโ
โ
You might run low on gas, so fuel up soon.
User State of Mind:
Tired ๐ฅฑ, Pissed off ๐ , Hungry ๐ต
Tone of Voice:
Funny, Respectful, Casual, Enthusiastic
Note:
-
Be extra empathetic. They are already annoyed by the traffic and the delay.
-
Gently give them their options in a casual, sympathetic tone.
Day 14
๐ Scenario
โ
A user is shopping using a price comparison app that boasts “real-time” pricing on items. As they are checking the price of an item, something goes wrong. The problem is unknown.
โก๏ธ Challenge
โ
Write a message that informs the user that they cannot access the app right now. You cannot specify "why" the app doesn't work, you also want them to continue using the app.
๐ Constraints
โ
Headline: 30 characters max
Body: 120 characters max
Button(s): 15 characters max
Solution
User State of Mind:
Impatient ๐, Confused ๐ฆ, Annoyed ๐ค
Tone of Voice:
Funny, Irreverent, Casual, Enthusiastic
Note:
-
User might be annoyed, so make it brief
-
Keep their attention. There's a very real chance of losing users at a point like this.
-
Maintain a friendly tone
-
Collectively laugh at this guy's paranoia
Vector created by macrovector
More coming soon...
Day 15: The Final Challenge
๐ Scenario
โ
Using the browser on your mobile device, please go to Facebook and log in. Tap the menu icon and then tap Create New Page in the Pages section.
โก๏ธ Challenge
โ
Rewrite the page creation and user onboarding experience. Be bold and take risks.
๐ Constraints
โ
Headline: 45 characters max
Body: 100 characters max
Button(s): 25 characters max
Time limit: 1 hour
or
โก๏ธ Challenge
โ
Write a multi-screen registration experience for a car-buying app that lets users view discounted prices. The app also enables dealers to call and email the user so they'll visit the dealership to buy a car.
๐ Constraints
โ
Headline: 45 characters max
Body: 100 characters max
Button(s): 25 characters max
Time limit: 1 hour
or
โก๏ธ Challenge
โ
Write a multi-screen onboarding experience for a banking app that automatically pays a user's bills every month—as long as they set it up correctly.
๐ Constraints
โ
Headline: 45 characters max
Body: 100 characters max
Button(s): 25 characters max
Time limit: 1 hour
Solution
Once you are done with your chosen challenge, include a short, one-paragraph explanation of your design decisions. Defend and rationalize your work.
TIP: Pay close attention to the info you'll need to get from the user to make each experience work properly. You may notice that these challenges are a bit different from the previous ones.
Illustrations by Freepik Storyset