User experience (UX) writing is a critical aspect of the success of any business. It can help improve customer satisfaction, increase remote service efficiency, and resolve issues faster, resulting in greater profitability.
You might believe this discipline is exclusive to large technology companies. Or that it only applies to digital applications. In fact, the concept is broader, since the user experience occurs both in physical and digital environments. However, it is undeniable that the UX boom in the market occurred after the digital revolution, due to the reduction of human presence in important moments of the communication processes. These moments could be a visit to a website or application, an order, consultation and the entire purchase journey.
What is UX Writing?
UX Writing is a unique discipline that focuses on creating short, indicative texts that provide users with a pleasant and intuitive experience. It helps to optimize the usability of products and services, resulting in greater customer satisfaction and better business performance. This type of writing adds a more personalized touch to customer service, making them feel heard and understood.
Why humanize communication?
Although companies need to automate their remote service processes, the truth is that people don’t really appreciate the feeling of communicating with robots. Rationally, they know and understand this need. However, they feel welcomed when the text presents a conversation with the same language as their daily lives. This generates connection and reminds there are people working for them on the other “side” of the company.
Imagine a food ordering app. Note the difference between the texts:
“Your order is being prepared. Wait.” (…)
TO
“1, 2, 3… We are already preparing your order! Adding your favorite ingredients…
Done! Soon, your order will be packed and out for delivery.
The next time you order a snack from iFood, pay attention to their texts. They are a world reference in UX.
Why bother about UX?
UX writing allows businesses to clearly communicate with their customers through various channels like Chatbot, WhatsApp scripts and other messaging platforms. This helps ensure that customers have a pleasant experience when interacting with the company’s products or services. Additionally, it helps reduce customer confusion by providing clear instructions on how to resolve common issues or use certain features.
Another purpose of UX writing is to improve remote service delivery by providing detailed instructions and support for customer queries. This helps ensure that customers receive the best possible services from the company without having to wait in long lines or call a support team for assistance.
UX in identifying and solving problems
UX professionals work together, interacting with the hiring company’s team – designer, product manager, programmer, or even just the leader who hires these services on time. All according to the reality of each business. This interaction is important to identify any problems, bottlenecks and errors during customer service and communication in the user’s journey.
There are countless examples, but here we are going to explore two – one digital, and the other mixed (physical with digital):
- A common mistake in Chatbot scripts, Whatsapp services and even 0800 (callcenter) is not including clear categories in the first step (“numbered options menu”), or not including the “Others” option: this way, the user ends up getting confused and ends up talking to the wrong department. By studying and testing all your needs, it is possible to make corrections. Thus, it will save time for both parties and improve the satisfaction rate.
- Once, when trying to open a corporate account at a certain famous bank, an acquaintance visited his website to do it online. The website instructed her to go to the nearest agency. She did so. At the agency’s counter, the attendant said that she should open the account using the website. Result: she went to the competitor bank, instead.
This company would need to improve UX both digitally and physically.
What are the means to improve UX?
- Invest in UX research, professionally if possible (or else, delegate the mission to a collaborator);
- Define your target audience and persona to create your interface texts;
- Plan, design and test the user journey ;
- Determine your brand’s tone of voice ;
- Carry out tests with mystery shoppers including volunteers or professionals;
- Benchmarking – competition research, references and cases;
- Consider the local culture of the region where you will offer services, or use a simple “universal language” as much as possible;
- Perform an A/B tests (tests of different templates and scripts with two groups of users, or in different periods);
- Rely on a UX professional.
In short:
User experience (UX) writing has become an increasingly important part of businesses in the digital age. It helps you create a better remote service experience and provides customers with an intuitive, problem-solving approach. By integrating UX writing into your company’s strategy, you can ensure you’re providing customers with an optimal experience, which will help build loyalty. Not only does this lead to happier customers, it also gives your business a competitive edge over other businesses in the same industry.
Want to know more about UX and Whatsapp service? Get in touch !
Among other skills, Denise Maciel is certified in UX Writing by Aldeia Academy and UX Processes into Practice by EBAC (British Arts and Technology School).
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