Presented by Jaimee Newberry.
Our products are the connective tissue between human beings.
- Try to capture the user’s attention, affection, and devotion.
- Ask, “Who is your product?” Not, “If your product were an animal…?”
- Personality informs everything.
- Color palette, animation timing and speed, etc. all convey personality.
If you want to build affection, do onboarding really well.
- Square does onboarding exceptionally well: “Start selling today.”
- As does Medium: “Your audience awaits. Tell a story on Medium today.”
- Give people an opportunity to look around. Shopping sites that throw modals that require sign up or sign in before you can browse go against this. It’s user-hostile behavior.
- Jelly Defense’s first-time play tutorials
Empathy means everything to your products.
- Word choice: You have to know when word choice is going to work for you and when it’s not.
- Mark Trammell’s and Jesse James Garrett’s Creating Engagement on Twitter presentation at UX Week 2011 details the tiny—but hugely impactful—change of Twitter’s question: “What are you doing?” became, “What’s happening?” (see LukeW’s notes)
- Use a copy framework!
- Be mindful: We have to be honest in the words that we choose.
- Review things! Make sure placeholder copy does not make it to production:
- Be fun, but not scary. Be helpful, not confusing!