This message is for you. It’s for you, product owner at a global CPG. It’s for you, senior marketer at a wildly successful direct-to-consumer product. It’s for you, agency partner setting an engagement strategy for your clients’ presences online. This is for everyone that works on or in support of a product that is sold to consumers. This is about finding your way back to your customers.
Our thoughts on building better experiences.
Using thorough and deliberate word choices helps the user understand what the experience is about and what actions to take. All the words in an experience — from error messages, CTA buttons, and notifications, to headlines, page titles, and metadata — should be carefully chosen with the user in mind. Try to avoid words that the business uses internally, as well as any complex, unclear, or misleading terminology. Give the user the keys to understand what’s going to happen next, and why.
Regardless of where you’re reading this, or where your customers are, I have some news for you: Your brand is global. You need to start thinking about how that impacts your customers’ experience. For some, this isn’t news. For others, whose businesses target a specific geographic market, this may come as a surprise. You can thank social media. As many brands have already learned, social cannot be contained within your desired geographical footprint
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