JOVI’s Refund Form Microcopy
UX Writing Case Study
Hello! In the course of attempting to make my UX writing portfolio, I have decided to work on hypothetical projects. I chose JOVI's website for my first case study.
What is JOVI?
JOVI is a Pakistani instant delivery service app which delivers grocery items, medicines, food from different eateries and more. It is similar to Airlift and has a wallet service in which users can add cash by linking their debit and credit cards for a cashless experience.
Currently, JOVI has temporarily suspended its services and offering a refund to its users by setting up a refund request form on the website.
Upon opening the website, I found the refund form to be confusing and unclear. The primary reason for me was that nowhere the purpose of the form is mentioned clearly.
Conducting UX Research
To eliminate the bias and further probe how other users feel about the microcopy I conducted quantitative exploratory research. A survey form was designed to find out the impression of the microcopy on other users and how they interact with it.
The survey form comprised of the following questions
Q1: As a user how ambiguous [confusing] is the message communicated to you on screen 1?
Q2: Is it clear to you as a user why JOVI is asking you to sign in?
Q3: Would you sign in on a website using your phone number when the message is unclear to you?
Q4: How does it make you feel when you come across screen 1 on opening the website?
Q5: What is the tone of the message on screen 1?
There were 6 participants* in total.
Results
Based on the results following reasons were drawn to justify the need for an improved microcopy
A) The writing style needed to be conversational and laid-back so that it aligns with the brand’s identity
2) The order of the elements in the microcopy needed to be changed allowing a better user experience
Improved microcopy
So, I wrote an improved microcopy and here is how it looks!
I changed the order of elements. First, the most important message in the microcopy — JOVI refuting the rumours of its permanent closure — is now on top. This compels the users to retain their trust in the brand. Second, I clearly mentioned why the user needs to sign in unlike in Screen 1 where nowhere in the microcopy it was mentioned that the purpose is to refund the credit in the user’s wallet. This also reassures the user that it is not a scam or personal information security breach attempt. Lastly, the user is persuaded that the company is still accessible in terms of information and queries and they can reach out via social media platforms.
Conclusion
Companies need to design content and interfaces from a user’s experience. They must always keep in mind that the user comes first and through all the different elements they must reiterate that they empathise with the user on all levels.
Feel free to give your feedback and suggestion in the comments.
Cheers!
*The sample size for the research was kept small because it is a hypothetical project. The main purpose is to demonstrate to potential clients my grasp of UX writing.
