I'm working extensively with digital short copy and micro copy (I confess to enjoying the former over the latter).
However, although it's not rocket science and you certainly don't need a Masters Degree to write "click on [this] to do [that]", in my experience, it does take a little je ne sais quoi to achieve a compelling CTA or a good UX error message without exploding into an essay.
Onboarding Qantas
Who doesn't like an extreme makeover, of anything really?
When I first arrived at Qantas I seemed to have foot-in-mouth disease and was thus prone to asking uncomfortable questions like "Why do all these pages look identical and say much the same stuff?"
During an early briefing,not enough that I visibly cringed at an overcrowded and over-colourful page on the overhead, I developed opinionated-Tourette's: "That page looks like someone threw a pizza at the screen."
However, although it's not rocket science and you certainly don't need a Masters Degree to write "click on [this] to do [that]", in my experience, it does take a little je ne sais quoi to achieve a compelling CTA or a good UX error message without exploding into an essay.
Onboarding Qantas
Who doesn't like an extreme makeover, of anything really?
When I first arrived at Qantas I seemed to have foot-in-mouth disease and was thus prone to asking uncomfortable questions like "Why do all these pages look identical and say much the same stuff?"
During an early briefing,not enough that I visibly cringed at an overcrowded and over-colourful page on the overhead, I developed opinionated-Tourette's: "That page looks like someone threw a pizza at the screen."
But helping Qantas' Aquire to become Qantas Business Rewards was a very exciting and challenging project to work on.
Fortunately I didn't make any enemies with being outspoken and pizza page became a thing.
Fortunately I didn't make any enemies with being outspoken and pizza page became a thing.
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| Qantas for Business |
Everyone's in a hurry,users want to get in and out as fast as possible. Slug-lines that tell the story in a few words and short sharp messaging are key on high level web pages, especially considering the high volume of users on mobile screens:
This iteration was my first pick - my thinking was that it showed an understanding and appreciation of the effort involved with growing a SME (small to Medium enterprise).
I also felt we'd hammered enough mileage out of the whole 'spirit of Australia/ Austalian business on other pages.
I also felt we'd hammered enough mileage out of the whole 'spirit of Australia/ Austalian business on other pages.
This was another iteration where my first pick differed from the business's stakeholders - it still works...
...but as a small business operator my first thoughts ran to this:
Turn your business overheads into Business Rewards
