In service design and user experience, every element plays a crucial role in shaping the user’s perception and interaction with the service. However, sometimes, the power of words is underestimated. The right words can guide, inform, and reassure users, while the wrong ones can confuse and frustrate them.
Reflections on a recent experience
Picture this: I’m logged into one of my online accounts. I see a message that suggests I’ve incurred a processing fee.
I immediately panicked and phoned the company for clarification. To my surprise, the advisor’s initial response was,’ I’m not sure either.’ After checking their internal systems, the advisor informed me that the term that panicked me didn’t mean what I thought it did. I did not have a fine or what I now knew as a ‘charge’.
The terms simply meant – how much I’ve spent since my last bill.
Thankfully, the wait to speak to an advisor was not too long, and the person I spoke to was helpful. However, the whole incident could have been avoided if the words had been user researched to confirm clarity and understanding.
The importance of copy in user experience and service design
The ambiguity of these two simple words cost me and the business.
This moment of shared confusion emphasised the importance of clear communication and underscored the frustration that ambiguous words can cause in the user experience.
In this instance, the ambiguous wording disrupted my user journey, distracting me from a simple task and refocusing me on a time-consuming quest for clarity. This experience serves as a reminder that words hold the power to either streamline or complicate a user experience.
As a service designer, I often illustrate and emphasise the importance of all means that can enhance or detract from the user experience. Choosing words that convey clear, unambiguous messages is just one. As you’ve seen from my example, using words that are unclear or cause confusion can increase the burden on customer service and create a disjointed and unenjoyable user experience for users.
In summary, never underestimate the impact of words. Word choice is not just a detail but a powerful tool that can shape how users perceive and interact with a service.