MERIAH DOTY TREVIÑO
Content Designer and Editorial Strategist
Hi! I’m Meriah. My writing and editing skills shine in online journalism, digital marketing, and content design. My love of clarity, impact and concision translates to captive audience attention.
I bring your UI to life.
I reduce friction.
I lessen cognitive load.
Brands for which I have written, edited, managed, created style guides and other editorial:
Digital Marketing Platform (2021)
Onboarding flow exercise excerpts:
Simplifying signup forms reduces cognitive load... expand for full caption
That's why I've introduced social signup options that allow users to simply press a button. I've paid special attention to the words that appear in an F-shape for users scanning the page. Having removed and shifted the position of text, my edits better pass UX's "squint test" for the page's most important content.
This is an onboarding flow, so it is extremely important to continually message the benefits of joining. So, I kept most of the original subheading, with one key change: "Grow your brand" instead of "Build..." Everyone arguably wants to grow their brand, but some people signing up here may feel they've already built theirs. The original could be off-putting.
In case users want to know more before joining, I've added a product tour CTA button.
Finally, I cut the email checkbox altogether. Options for this functionality appear at the end of this onboarding user flow. So, having it on the first screen is totally distracting, unnecessary, causing user friction and even drop off.
The original heading is a missed opportunity... expand for full caption
We want to celebrate the user's success in making it to the next phase of their journey. I changed it and added personalization to enhance the experience.
The original subheading is written from the brand's perspective: "We need" is a no-no. I rewrote it, also swapping the spirit of the subhead and button text because positive language is more effective ("I'm X" vs. "I'm Not X").
The added microcopy below the button assures users they're not going to get pulled into a complicated, time-consuming sub-flow. They'll remain on track to sign up and start their account.
This heading was initially written as a question... expand for full caption
In order to keep construction parallel it needs to be a statement. The term "load in" is more clear and tees up an impending action in the flow. Depending on how you want to dial tone, alternatives could be: "Bring your contacts aboard" (more fun-eccentric). "Let's fetch your contacts" (a touch more fun). Or simply: "Get your contacts" (straight to the point. Though I'd advise against using something like that in an onboarding flow and save it for more repetitive tasks, when users know the UI better and want to plow through it as quickly as possible.) I'm purposefully excluding the word "import" because it is too formal, not conversational.
The new subhead indicates the benefit of loading contacts and continuing the signup process. It arguably helps prevent drop off.
I've moved or completely cut text that is not necessary for a user to complete the task. For users who are unsure or have questions, I've offered a link to learn all about contacts.
Since I changed the heading, the required action represented by the radio buttons needs clarifying with this instructive subheading: Do you have a list of contacts?
Onto the radio buttons: The reference to "ads and landing pages" is confusing without further explanation. Plus, it's unnecessary to complete the task. I'd suggest adding a "Learn more" link there but that confuses the task flow. The suggestion that this will be explained once the user signs in seems sufficient for the purposes of this screen.
Checking "Yes" triggers: "Load-in is easy. We’ll show you."
Checking "I'm not sure" triggers: "All good! We have answers."
Button text went from "Continue" to "Next." The word "continue" suggests a user can opt to not continue. "Next" doesn't evoke such an idea. It helps move a user along in the flow. It's also shorter, more conversational, and arguably lightens cognitive load.
The heading and CTA button use the same term... expand for full caption
It signals a clear path-to-action for a user. But we definitely don't want our user Olivia to go, as seen in the original design. We want her to stay. In fact, we want her to get started!
The original subhead is written from the brand's perspective. My version speaks more on benefits to the user, and teases newsletter options that are--guess what--an added benefit. Another benefit: they're free.
Overall, there's simply way too much copy on the original screen. I've pared it down to the essential, informative and front-loaded newsletter descriptions with the most compelling details.
The heading and subheading are clear, conversational, concise, descriptive and indicate there's fun and ease-of-use ahead. "Give me a tour" is an added option to address hesitation and avoid drop off.
It reduces cognitive load to separate these two different tasks. The interaction design could be debated, but the bottom line is now the user knows exactly which fields to fill in and where to click when they're done (with added CTA buttons). The subheading on the Sign Up page speaks to the benefit the product will bring to the user. The Log In page subhead is friendly for return users who don't need to be pitched. Designers should consider rotating a number of fun messages for return users there--to keep it interesting and avoid repetition.
Headings, subheads and body copy are clear, descriptive, and even customized upon task completion. All copy aims to keep the user moving through this onboarding flow with ease and instill confidence in the product. I've added a field that allows freelancers to easily find and invite existing users to a project. Hypothesis: It reduces friction if users can work inside the app. Sure, the app will probably still send an alert email and/or a push notification (likely depending on chosen settings) when a freelancer invites a client to join a project, but that existing client user should be confident that opening the app itself (bypassing email) will get them to the task.
The heading language "Payment Tracker" is more appropriate, fixed. I've clarified what sending a bill for 22.5 hours means, codified copy style for monetary text, and shown how customized language is much more human (the user's client "Tom" is named). I've added a Nudge button with a tooltip. Hypothesis: Freelancers want to get paid, and in a timely manner. Plus, hitting Nudge is a whole lot less awkward than an email, phone call or in-person conversation.