Coronavirus UX writing
The user experience writing in fintech apps
In the two previous articles, we’ve talked about how COVID-19 affected the user experience of delivery and urban mobility apps, but what about the UX all the other apps? Let’s dive into them starting with fintech apps!
As we highlighted in the first part of this analysis, the most implemented strategy for good user experience is the one related to the security of the user and the employees. That’s also the strategy Sabadell, Abanca and CaixaBank used, but using different UX writing. Banc Sabadell talked about security and offered the user more information about the situation, while Abanca thanks the user for staying safe and using their app instead of going to their offices and Caixa joins the hashtag #IStayAtHome and gives support to their clients. There you see, the same message, using different types of UX writing.
And there is Nomo, the only fintech app that gives back: free access for 1 month. Also, Nomo is a good user experience example: they created their own hashtag #FuerzaAutonomos (#FreelancersStayStrong), which helps them engage with their users.
UX copywriting strategies in events apps
When it comes to event apps, all the ones we chose to analyze followed different strategies and different UX copywriting. PortAventura World gives cancellations and changes free of charge while Disneyland just informs that they will be closed. But Ticketswap and La Molina offer help and answer the users’ FAQs. There you see two ways of confronting this situation: one is just to inform the users and the other is to offer something to them.
Regarding UX writing, It’s interesting to highlight that the majority of event apps wrote a short text, whereas only PortAventura World wrote a long and informative text.
Messages to help prevent in entertainment apps
Spotify, TikTok and Instagram all send the same message to help prevent the spread of COVID-19 by giving information to their users. But PornHub followed a different strategy: they joined the hashtag #StayAtHome and offered free subscriptions for one month to make staying at home easier.
Informative and long texts with UX writing in other kind of apps
In this section, we’ve grouped apps like Tinder, Airbnb, Treatwell and Whatsapp. None of them used the same type of text nor the same strategy. Tinder improves its user experience by offering tips to stop the spread, Airbnb and Treatwell offer full refunds for made reservations and Whatsapp fights misinformation by redirecting the user to the OMS’ site. While Tinder and Whatsapp are focused on the user’s safety, Airbnb and Treatwell care more about easing the user to change their plans.
It’s interesting that all these apps, even though they are different, used the same type of UX writing: long and informative texts.
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Fintech, Entertainment and other apps faced this situation in a similar way. One one side, Fintech, events and entertainment apps cared about the security of the user and also gave information and tips about how to prevent the contagion of COVID-19. On the other side, apps that had bookings made by users (like Treatwell and Airbnb) offered full refunds. Don’t miss the next article with extended conclusions about how COVID-19 changed the UX of apps.
If you have also taken screenshots of this type of app, you can share them with us by posting them on Twitter or Instagram. Tagg us @failfastdesign and use the hashtag #COVID19UX so we can continue documenting this exceptional situation.