Day 10, 14-day UX Writing Challenge
The Prompt
UX Writing Challenge: Day 10
Scenario: The user is trying to view a website to help them buy a car. But, the content can’t load without the user’s location. They need to enter their ZIP code and first name.
Challenge: Ask them where they live and who they are without sounding like you’re unnecessarily mining their data.
Headline: 25 characters
Body: 45 characters
Button: 15 characters*
Ideation Process
Remember Kwame from yesterday? He’s back. This time though, he isn’t renting a car. He’s getting a car so he never has to rent again!
So he’s gone to Auto.com, a website that will help him find a car. But, to get started, he has to enter information — his location, and his first name.
Of course, this could have good reason behind it. It would actually be more expedient for the site to present Kwame with options that are closer to him.
The problem is, getting his location and name is getting personal information from Kwame (even before he makes a decision on whether to buy a car on the site or not) and that might make him uncomfortable. It is important to note that the information Kwame gives could potentially be used to identify him. So the privacy concerns would be valid.
We don’t want to lose Kwame before he sees what’s on offer. So how do we encourage Kwame to send his ZIP Code without raising privacy and security concerns?
To alleviate his concerns, Kwame must receive assurance that his data is safe. The usage of his data must also be explained to him, so he can understand exactly what his personal information can be used for. ¹
Also, Kwame must have the opportunity to opt out. Although that would mean we will lose his custom at Auto.com, it is important for him to know that we take his wishes seriously enough to allow him to say no to giving out personal information that he does not want to give. It is important that we do business ethically, respecting the rights and freedoms of customers and potential customers with regards to their personal information.
On the other hand, giving Kwame the opportunity to opt-out may actually make him trust us more, and make him more comfortable with giving us his information. Either way, we win!
The resulting text would be as follows
Headline: Find Cars Nearby
Body: Name Zip Code
Just between us. We get privacy.
Button: Search / Opt Out
In the text above, the headline tells Kwame exactly how his data will be used. The body works to deal with his privacy concerns, and the buttons help him to choose whether or not he will give his information and use the site, or opt out.
Goals
- To alleviate Kwame’s privacy concerns
- To give Kwame the opportunity of opting out of using the Auto.com service
Result
Thanks for reading, and see you tomorrow for Day 11! Don’t forget to comment!
[1]: Emem Ambrose. UX Writing: Asking for PII.
https://bootcamp.uxdesign.cc/ux-writing-asking-for-pii-d3b2400ffa2
