Better user experiences one interface at a time
Writing with flavour
People Speak > Techno Babble
When 2degrees introduced 5G, they wanted to describe the utility without drilling into tech specs. Enter the 5G’s - George, Geena, Gavin, Gladys and Gus. Each personna described real-life uses for 5G in bite sized blurbs.
Conversation starters > Talking points
To reiterate the message of cyber security to young people, 2degrees put aside the checklist and tapped into kidspeak instead. The result was an authentic conversation, rather than a sermon.
Showing > Telling
Asking people to get off their phones sounds like an instruction. Giving them ideas on what to do instead of being on the phone sounds like a friendly suggestion. Here’s how 2degrees chose the latter.
Context > Content
App updates are bland by design. But they don’t have to be. For Vodafone, I was able to craft current cultural narratives into functional development updates. The result was getting featured in local newspapers, organic growth across our social media channels, and even a threat to be sued.
Writing for interfaces
Driving a singular action
The challenge was to influence smartphone behaviour without a software nudge. The solution was using concise language to help users feel personally accountable and simplifying actions to improve the chance of success.
Taking an offline process, online
Trading In an old phone has historically been an in-person experience. Moving this process online meant overcoming the friction of a faceless transaction. Here’s how the process was simplified and made as seamless as possible.
Defining a new product
The Unlimited Travel SIM had a unique proposition - the ability to buy data at one upfront cost based on the duration of your stay. This is how we explained the idea and the pricing tiers using a simple animation to augment the written message.
Unravelling a layered offer
Our challenge was to explain a new set of loyalty tiers without overwhelming the user with language. The solution, once again, proved to be a visual one that got the idea across in a few taps.
Writing for instruction
Making sense of the pieces
Mobile and broadband bills are notorious for displaying large, complex bits of information without any guide to navigate through it. We created a step-by-step guide to clear the confusion.
Simplifying modem installation
Newer modems, especially wireless ones, are no longer a simple plug-and-play. Our modem guides simplified technical language and combined each instruction with illustrations to guide users through every step.