Thread by @RohanIrvine

The next session I'll be covering is Richard Sison — the role of microcopy in UX.

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Richard will sign up for random products and services to geek out about what words they were using

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What is microcopy?

It's been around for a while.

Error messages
Placeholders
Form fields.

The words and messages that help you about experiences and websites

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Microcopy sending an email is subtle and there to inform, in MailChimp sending a campaign it's bolder and celebratory.

Microcopy needs to reflect the context it appears.

Create some friction
Reduce some friction
Be visible
Be subtle

Etc...

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Microcopy can make the decision making process very intentional, like when you go to permanently delete something.

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Microcopy

Provides context

Sets expectations

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Provide context: what's happening right now

+

Set expectations: what will happen next

=

Confident user

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Microphone is about choosing the right words, and framing them correctly.

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Microcopy dark patterns: being told the monthly price when it's actually charged annually.

Very common pattern that's being applied to many products.

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If you're microcopy context differs from button to button like one check box being an opt-in, and another right next to it being an opt-out, you have created a dark pattern.

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Trying to cancel his Evernote subscription Richard had too Google 'how to cancel'

The copy 'Downgrade to basic' a little passive aggressive

The real problem, several buttons that had copy which suggested you were cancelling the subscription—you exited the cancel process

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Microcopy is there to ENHANCE the user experience.

It should be used where it can help the user most.

The right information at the right time.

@SlackHQ do a fantastic job of this.

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Microcopy can influence decisions, so be responsible.

Users think you're acting in their best interest, so do it.

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@threadreaderapp please unroll