精通 Microcopy：提升用户体验的秘籍

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"Microcopy: The Complete Guide" 在数字产品设计中，微文案（Microcopy）起着至关重要的作用。这本书《Microcopy: The Complete Guide》由Kinneret Yifrah撰写，旨在帮助读者掌握如何通过精炼而有效的微文案提升用户体验（UX设计），从而让用户爱不释手、轻松完成任务、创造积极的交互体验，并最终提高转化率。微文案是用户界面中那些看似微不足道但其实影响深远的文字，如按钮上的提示、错误信息、帮助文本等。本书将教你如何利用每一个字词来优化这些元素，使它们更具吸引力，更具指导性。书中包含以下内容： 1. 用户心理学：理解用户的需求和期望，以及如何通过微文案与其建立情感连接，让他们对产品产生喜爱之情。 2. 清晰度与易用性：如何编写简洁明了的微文案，帮助用户无困惑地完成操作，提高产品的可用性。 3. 问题解决：针对常见的用户疑问和问题，提供微文案解决方案，减少用户的困扰和挫败感。 4. 案例分析：通过数十个真实网站和应用的屏幕截图，展示优秀的微文案实践，以实例教学。 5. 转化率提升：探讨如何通过微文案策略，将普通的页面转变为促进用户采取行动的有力工具。此外，这本书还涉及版权信息，提醒读者合法使用电子书和纸质版。如果你是从官方网站下载或购买的，那么你有权在个人设备上阅读。如果通过其他途径获取，应尊重版权，通过合法途径获得正版。翻译者Jacqui Licht将这本书从希伯来语译成英文，确保内容的准确传达。室内和封面设计师Emma Margarita Erenst以及UX顾问Tal Mishaly共同参与了本书的制作，确保了内容的专业性和视觉吸引力。《Microcopy: The Complete Guide》是一本全面的指南，它将教会你如何通过微文案提升产品的用户体验，无论是为了增加用户满意度、简化操作流程还是提高转化率，这本书都提供了实用的策略和技巧。对于任何从事UX设计、产品设计或者关注用户体验的人士来说，这是一份宝贵的参考资料。

16 | Voice and tone design

• They declare themselves as innovative, but write in worn out clichés

(“

Your inquiry is important to us

” or “

Your registration has been

successfully completed

”).

• They should persuade the user that signing up is simple and easy,

but they sound like an insurance company (“

If it is your intent to

”).

• They want us to believe that their products are cutting-edge and

relevant, but they use words that nowadays can only be found in

dictionaries (“

Your search yielded the following results

”).

• They want to evoke a young and dynamic feel, but they write like a robot

(“

loading data, Please wait

”).

• They try - oh, how they try - to motivate users to action, but forget to

speak to their users’ strongest motivations.

• And most important, they strive to be different, but sound just like

everybody else.

This is how I started one of the most fascinating voice and tone designs

I have ever worked on. The change was so great that after a short while the

competitors started a similar process, except the company I was working for

could back up its assertions - it was again one step ahead of everyone else.

Voice and tone in digital interfaces - the human

connection

The Man Who Lied to His Laptop is the name of a book written by

Professor Clifford Nass of Stanford University, together with Corina

Yen. Professor Nass was one of the leading researchers in the eld of

interaction between humans and computers, and in this book he and Yen

summarize 100 experiments where he researched this interaction.

He found that people treat their computers according to social norms we

apply when communicating with other human beings. Research proves again

and again that we respond to computers and digital interfaces as if they

were human. We are polite to them and expect them to respond politely, such

as praising us if we manage to complete a task. In fact, if the computer

provides warm and positive feedback, shows emotion that we relate to as

authentic, or behaves in a similar fashion to us, we’ll be more productive

in the tasks it asks us to do, we’ll agree to more of its requests, and will

believe more of what it is telling us. And conversely, if the interface

does not conform to our social conventions, and does not behave in the

expected way, we are liable to get angry, disappointed, and even offended.

What’s happening here? Before the digital age, the only entities that used

language to communicate were humans. Thus, when someone addresses us using

language, our brain immediately responds to the other party as a human.

Language is therefore the main factor that makes interfaces more human-

like, it endears them to users and creates an emotional connection

that motivates us to act. But for this to happen, the interface needs to

conform to social conventions and feel natural and authentic.

Users' trust hinges on your voice and tone

Professor Nass researched how humans relate to interfaces that present an

inconsistent personality, especially where there are non-verbal elements

(such as tone of voice) that are not consistent with the verbal elements

(such as the content). He found that users related to the interface as

if it were unauthentic and unworthy of their trust. The story that this

personality presented did not manage to persuade the users or evoke any

emotion. On the contrary, the interface sowed confusion and suspicion.

On the other hand, when the verbal and non-verbal elements were

consistent and supported each other, the users felt that the personality

was intelligent, fun and persuasive. They also understood the messages

better, had an emotional reaction to them and were inuenced by them.

The more the users trusted the personality communicating with them,

and believed that it was authentic, the more they were persuaded by its

messages and agreed to act accordingly.

Nass explained that the reason we react in this way is because we try to

create a coherent picture of the personality communicating with us. If

we cannot create such a picture, we become suspicious and feel a sense

of rejection.

Voice and tone design | 17

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