UX Writing for Digital Banking: 9 Useful Tips to Conquer Users
Compared to lines of code or technical aspects such as usability, accessibility, security, and scalability of the product, lines of written content may rank only at "second level" during product development. Undeniably, the great impact of small words on the user experience: making them feel LOVE - HATE when using the product.
Finance - Banking is one of the fields that requires high accuracy in the communication process because user's segmentation is especially sensitive to interactions related to money and financial issues.
Every content is an opportunity for banks and financial institutions to connect with customers/users, give them positive emotions or also "pour fuel into the fire" to make them turn away from the product if it lacks empathy or sends out a message that doesn't fit the context.
Read more: DPA8 - "How to win customer's heart at every digital touchpoint by Emotion"
This poses a big challenge for the product teams if they want to achieve the goal of accurately communicating with users through text messages. So what are the "secrets" to help the product teams create content that not only delivers a highly personalized and empathetic user experience, but also ensures business goals are met.
Let's take a look at GEEK Up's tips to increase the effectiveness of UX Writing through the following content.
1. Take time to empathize with users
Before "putting pen" to write interactive content for digital products, the team should consider important information that users need to know or things they want to know at each stage of the experience journey.
This is even more important in the Financial sector when money-related tasks often cause "sizzling" for users. Let's aspire to "put in the user's shoes" to understand what is the right content and how to share the message optimally, bringing the highest efficiency.
Read more: User Empathy (part 2): Value methods are indispensable for the product team
2. Minimalist Writing
Keep it simple, but avoid general and empty sentences that can make users feel "annoyed and waste time" when reading, as well as limit writing "for yes". Each message must demonstrate its role in creating a good user experience. The team also avoids getting into details because users tend to ignore lengthy and unattractive messages. Write the exact message and get straight to the point.
Optimal sentence length is also a consideration because users are always busy and short sentences will make it easier for them to skim the necessary information quickly. Several researches shows that people are easy to read sentences as short as 11 words, while it is difficult to absorb sentences longer than 21 words. The average sentence length of about 14 words helps the readers to understand 90% of the content, but when for a sentence of 43 words, the readers only understand less than 10%.
3. Add more "spices" to emotions
One of the important goals of UX Writing is to navigate the negative emotions of users that arise during the experience of business flows on digital products. The team needs to recognize and feel the users' emotions in each specific context and give appropriate questions and answers to each person in each situation.
Effective content also needs good empathy. Get to know the real "people" that the team needs to write interactive content for and take time to understand their feelings and their desires in the process of using the product.
4. Use Correct Words
Finding the right words and putting them in the right context are extremely important, especially when complex financial terms can cause users to miss important points or make them feel "complicated".
A complicated user journey with vague content guidelines can lead users astray and waste their time on bad experiences. In the worst case, misleading customers in the process of using the product leads to the risk of financial loss - all of which will destroy the user experience, trust and lead to the failure of the digital product.
5. Pick the right voice & tone
Before composing interactive content, the team needs to determine the right tone for messages to help users understand the product and guide them along the journey. There are times when it is important to use a friendly tone of voice, at other times it is more effective to use a clear explanatory style.
To find the best tone for each situation, the best way is to test the product and measure user interaction to adjust. The team can also consider using a tone of voice according to the target audience's language - the language they use to chat and communicate every day instead of the "big words" of the business world.
6. Avoid ambiguous communication
Unclear, ambiguous messages can cause unnecessary misunderstandings. If you are going to say something, make sure the message is clear and does not create a feeling of doubt and distrust. Affirmative sentences are a good choice to avoid misunderstandings when communicating messages.
7. Provide options when needed
Keeping the content flow simple is necessary, but it does not mean the team has to sacrifice user experience in situations where they need to know more about the existence of other options. Clearly share options (if any) with users at the right time. This can solve many problems that arise during the product experience.
8. Check Chat Bot Language
Chat Bots are increasingly used to enhance user experience and optimize operational aspects of Banking - Finance organizations. However, if the team decides to use Bot Chat to interact with users, make sure that the content on the Chat Bot is thoroughly checked, the wording is neat, the tone and message are consistent with other content before the Chat Bots are actually put into operation.
9. Use Emoji wisely
An Emoji image or "Awesome" compliment is often an effective way to add emotion and effectiveness to UX Writing content. However, overusing these elements in every word will backfire, create a feeling of "fake" and overly flattering.
Therefore, the team needs to consider using Emoji in the right contexts to convey the "human" nature, fill the message with emotion, contribute to expressing the brand's personality, instead of relying on them to replace the role of conveying the message of the words.
If writing content for a wide audience, consider how they feel when they receive the news, and consider using the right Emojis that come with it to deliver the most effective messages.
With the above tips,GEEK Up hopes that the product team will have more perspectives and suggestions to improve the effectiveness of the UX Writing aspect in the product development process. Find out more user experience enhancement cases in Digital Banking, F&B and Infotainment from GEEK Up:
- Building the user experience for Mocha - the entertainment super app
- Enhance User Experience for Tien Phong Digital Bank
- The first Loyalty platform for the Vietnam leading coffee chain
Contact GEEK Up if you need advices for digital product solutions from a Trusted Product Partner with expertises in UX/UI design.
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