Here's a high-level snapshot of my WorkforceNow® Case Study.
TL:DR - SLIDES
When I took over this assignment, the design looked good, but the on-page copy was in bad shape.
Too often writing is a side note, cast off to whomever is the best in a pinch. Even if you're a good writer, this doesn't mean you're a good UX writer.
If stakeholders saw this, they'd be so punch drunk from that copy, they'd have a hard time paying attention to the design.
"Get started" is a phrase best suited for button copy. Plus, it's awkward here as this is the user's first time using this product.
"Get started doing what exactly?" (A cynical company veteran might ask 🤠)
Get started invokes a feeling that there's lots of work coming up—no turning back now, it's already started.
That's not an ideal user mindset, especially considering the previous iteration's poor user perception.
The body text needs a full rewrite.
Since the plan is for benefits-driven copy to reinforce the value of 1:1 meetings, this H1 won't work.
Maintaining organization has to be near the bottom of the benefits barrel. It just isn't good enough to spark the user into action.
A benefit improves something.
Maintaining organization is basically telling the user: "Well, you won't get more organized, but hey, you won't get any less organized either."
Not getting worse isn't an improvement.
The H1 sounds like placeholder text.
This one is a total rewrite.
Now it's time for the iteration process. This includes:
Brand voice/tone - During round one, I make sure I nail the proper voice and tone. Once I get that going, I then start cranking out ideas.
User research/feedback - Since UX is all about improving the user's journey, I like to work very closely with the research team.
UX Best Practices - I'm in the process of writing my own UX Best Practices guideline—stay tuned!—but I draw heavily from the "4 C's."
Creative brief insight - Usually initiated by the product manager/owner, this document is important for me, as it has the "deep-dive" specs, etc.
Brand content guidelines - For example, ADP used Waypoint as their built-in source of truth. Once I get some ideas down, I'm consistently checking that it's in sync with the guidelines.
Personas/Psychographics - One of the reasons a persona is so important is that it helps us sketch out a mental model. Psychographics tend to inform the persona about other user tendencies.
Note: I like to write at least three different iterations of proposed copy. Below are my top choices for this project. 👀
Getting "buy-in" on a process starts when you establish trust.
My goal was to show how 1:1s help employees by making management more approachable.
I love the way "...your rapport" sings from the lips.
When I'm writing UX copy from a manager's POV, I like to include the word "manage" as a key verb. It implies action, while also reaffirming the manager's role.
In the brief, the importance of "solutioning" [cringe] was noted. Not everything could/should be a verb.
Saving time is a powerful sales tool.
When productivity gets a jolt, people take notice, as it leads to an uptick in sales and streamlines efficiency.
In my notes, I highlighted this card as I thought it might catch some guff from legal, as it could be seen as a "claim," which would require substantiation.
Note: See below for my workaround on that fourth card...the one I thought legal might take exception to.
Now on to the fifth and final card.
Since we're concerned with HOW the 1:1s create value, I decided to go with an educational angle that shows the manager how to get maximum results from each meeting.
The emphasis has been shifted to the "how" — as in how regular meetings benefit both parties involved.
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