Joshua Porter
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Microcopy refers to short phrases, sentences, or single words used in interfaces to provide contextual help and reduce friction. It targets specific user questions or concerns. While small, microcopy can have a big impact on improving interfaces since most interactions involve words. Examples include sign-up prompts, settings labels, error messages, and welcome messages. Using helpful microcopy throughout an interface can make users happier and more loyal by clearing their path and making them feel supported. Getting started requires identifying areas of confusion through usability testing and support feedback to add targeted microcopy.
Joshua Porter
- 1. Microcopy Small, yet powerful copy for web & mobile apps Warm Gun Conference, 2011 Joshua Porter, HubSpot
- 7. “So what is this new type of copy I keep seeing, small and helpful, often pleasing, that helps reduce friction in an interface?”
- 8. Microcopy.
- 10. So what is microcopy? • A short sentence, a phrase, a few words. A single word. • Targeted at a specific question, concern, or other cognitive block. • Extremely contextual (which makes it valuable but hard to predict) • Small copy with the biggest impact.
- 11. Because interfaces are mostly words, and people mostly get tripped up by small details, writing good microcopy is the fastest way to improve your interface.
- 14. Sign Up
- 15. App Settings
- 16. 404 Pages
- 17. Email Sign Up
- 19. Mobile/Web Flow
- 23. Welcome Messages
- 26. Great microcopy clears a path for the user.
- 30. HubSpot Dashboard Case Study
- 31. HubSpot Dashboard Case Study Now what?
- 32. HubSpot Dashboard Case Study
- 33. HubSpot Dashboard Case Study
- 34. HubSpot Dashboard Case Study
- 35. HubSpot Dashboard Case Study • Over-exposure/repetitiveness breaks the magic. So if a screen is seen a lot, vary the microcopy appropriately. • Tone is important. Your microcopy needs to be appropriately serious. • Once you use microcopy to fix existing issues, you’ll expose new problems almost instantly. • The benefits are real. (a good dose of friendly, helpful microcopy leads to trust)
- 36. “I just noticed the ‘wowza’ cheerleading comments to the right of the graphs. That was my thought exactly (and I'm flattered that you noticed, too)! Seriously, it’s a cute touch and it made my day.”
- 38. “I like your Wowza comments! I feel like I have a mini digital coach in my Dashboard.”
- 40. Getting started with microcopy... • If possible, hire a professional copywriter • Standardize UI elements (e.g. success/error msgs) • Conduct usability tests to find confusion/issues • Talk to support (they know what is unclear) • Create a microcopy project and publish examples of how you use microcopy (we’ve had really good success at HubSpot)
- 41. Microcopy Small, yet powerful copy for your web applications Warm Gun Conference, 2011 Joshua Porter, HubSpot