Additionally, UX writing should serve different functions depending on where the microcopy appears. It’s also essential to consider the purpose of the copy. For example, is it simply providing an informational description, capturing users' attention, or supporting a goal—such as increasing conversion rates on an e-commerce website? Understanding these objectives helps shape effective UX copywriting.
Critique the copywriting of the China Airlines app
Comparison of Airline App Copywriting: American Airlines vs. China Airlines
What catches my attention, however, is how they structure the messaging. Instead of directly stating what they want users to do, they focus on what users will gain from the promotion, emphasizing the benefits rather than the action itself. Additionally, they create a sense of urgency by highlighting the limited-time nature of the offer.
For instance, "Earn 75,000 bonus miles for a limited time" is far more compelling than "Apply for the credit card to earn 75,000 bonus miles." The former immediately presents a reward, making users more likely to engage. This perfectly demonstrates the importance of UX writing—understanding user psychology and crafting copy that effectively guides them toward completing the desired action.
On the other hand, if we look at the image on the right, we can see that China Airlines also features a promotional event. When I first glanced at the content, my attention was drawn only to the title, "Birthday Special Discount." However, it didn’t immediately trigger my interest. From my perspective, a phrase like "Enjoy 5% off on selected routes" might be more compelling and encourage me to click on it.
From this, I firmly believe that UX writing has a significant impact on business strategies and should be a decision-making process involving multiple stakeholders who have a direct relationship with the product.
UX Writing in Action: Balancing Simplicity, Strategy, and User Needs
What kind of UX copywriting is considered good content for users? A good match between design and UX writing conveys real value without over-explaining features or applications. At the same time, microcontent should be concise and not confuse users.
To create effective content for digital designs, researching different target audiences is crucial, as the entire experience revolves around the users who will interact with the design. Different industries aim to communicate specific messages to users in various scenarios, so content strategy should align with UX writing. While UX copywriting needs to be more concise and precise, both elements support each other.
It's quite difficult to fully grasp the decision-making process behind every piece of copy. It involves integrating different functions, prioritizing information, and considering the target audience.
For example, when we see promotional events on the homepage of an airline app, their goal is likely to increase conversion rates. But what kind of conversion rate are they trying to improve?
Take the American Airlines app homepage promotions as an example. They might be encouraging users to apply for crtoedit cards earn more bonus miles or to rent a car to gain additional miles. From this, we can infer that the purpose of these promotions is to enhance user retention while also benefiting third-party collaborators, such as banks and car rental companies.
The Impact of UX Copywriting on Promotional Events:
A Comparison of Two Airlines
Critiquing UX Copy in the China Airlines App
I conducted a critique of the China Airlines app to ensure that the copy is clear and understandable. To be honest, avoiding jargon or vague descriptions can be challenging, as they often make the content less intuitive and more complicated.
For example, China Airlines provides a service that allows passengers to download reading materials for onboard access, but the button is labeled "Dynasty Sky Reading." This made me question what "Dynasty" means in this context and how "Sky Reading" functions. I recommend iterating this to "Reading Materials Offline" for better clarity. However, I also recognize the challenge of creating a copy that is both intuitive and concise while effectively conveying the intended message.
Conclusion:
Creating effective UX writing is a complex and iterative process, especially for airlines, which have highly diverse target audiences. Clarity and accessibility require careful testing across different demographics, while factors like placement, size, and color can impact visibility and comprehension. What seems effortless often results from significant effort and refinement. To craft intuitive and user-friendly copy, continuous iteration and human-centered design are essential, ensuring that both writing and design align with user needs across generations.