chill content design

UX writing

About my process

UX writing, when done well, is like poetry: able to convey complex ideas, thoughts and processes through an efficient choice of words.

Project objectives for the post-workshop experience

Role: UX writer

Team: Product owner, UX designer, graphic designer

Company: ExperiencePoint

Objective:

  1. Create page-flows for users to claim their workshop credentials.
  2. Direct users to sign-up for ExperiencePoint offerings, such as newsletters and other workshops.

Project background

ExperiencePoint launched workshop credentials in the summer of 2022. The credentials allowed users to pin their certificates to their LinkedIn page, offering proof of of skills.

The credentials also served as a passive word-of-mouth branding opportunity. Those who added their credentials to their feed may also write about the experience, helping drive new participants to the workshops.

Project requirements

We defined the tone as brief, friendly, and simple.

We needed to build a sign-up process sensitive to the participants’ willingness to complete it after 1-6 hours of intensive learning and remain mindful of cognitive load.

Over several weeks, I worked with the UX and UI designers, product owner, and stakeholders to craft encouraging language for the screens.

sample screen congratulating the participant on a job well done with an illustration of a happy woman.
The first screen after the workshop.
sample screen informing users how to claim their credentials with an image of the credential badge.
The sign-up screen.

Methods and tools

  • Design thinking strategies to conceive, iterate, test, and refine our process.
  • Ditto Words app and Figma to script out activity instructions in their shortest form.
  • Consultation with internal SMEs on participant behaviour, mood, and needs.
  • User testing and a post-launch plan to use data to adapt the screen order based on completion rates

With modular copy, the product team could re-arrange the screen order for A/B testing

  • With testing, we learned we wanted to rearrange the screen order based on post-design analytics.
  • Every piece of copy after the initial sign-up screens needed to be modular and not suggest an order or place in the process.
  • We iterated on the copy, gathering feedback from stakeholders, SMEs and the facilitators to validate our assumptions about how it should sound.

Result

Web and mobile-optimized UX writing that encouraged users to complete the steps and claim their credentials.

Have a look at the rest of the screens below.

sample screen with an overlay congratulating the user for signing up.
The confirmation sign-up screen.
  • Sample screen instructing the user to get the exclusive post-workshop toolkit.
    One of the modular screens offers a gentle nudge to encourage users to download the toolkit.
  • Sample screen asking the user to take a feedback survey.
    A modular screen asking the users to provide feedback.
  • sample screen variation for the other product offerings.
    The product team wanted to try a gentle approach to get users to look at the other company offerings. This screen in the modular deck informs users of the Spark workshop and the newsletter.
  • second sample screen variation for the other product offerings.
    An modular screen designed to promote the company’s offerings while reminding the user to share their credentials on their social networks.
  • sample screen of a sign-up error message.
    An error screen informing the user they entered invalid sign-up information.
  • sample screen of an error message.
    An error screen informing the user there are no more remaining credentials for the workshop. This was designed to prevent double-dipping with the credentials.