文案与商业写作2018uxplanet.org编辑精选
产品设计中的用户体验文案写作
UX Copywriting in Product Design
导读
这是一篇讲产品设计中 UX 文案（界面文案）重要性的文章。它值得写作者一读，是因为评论区把“好文案”的标准具体化了：好的界面文案要能准确说明发生了什么、用户能做什么；换成卖萌语气并不能解决问题。这也能反过来提醒写作者：论点要配得上例子。
可以直接用的写作要点
- 01
错误提示要说清发生了什么、是谁的问题、用户能做什么，而不是把技术术语换成“Oops”这类卖萌词。
- 02
避免“稍后再试”这类模糊时间，改成可执行的具体动作，比如“现在重试”“明天再试”或“检查网络连接”。
- 03
别把“让用户点按钮”当成文案目标；文案的目标是让用户明白点击之后会发生什么。
- 04
论点必须有具体例子支撑；如果找不到例子，说明论点还没成熟，应先搁置、长期攒素材再写。
HN 评论精选
换掉术语、加语气词不等于好文案，模糊的“稍后再试”依然不可执行。
我不确定“我们无法打开你的相机”比“相机错误”好多少。普通人怎么会“打开”相机？这同样卡在技术抽象里。而“哎呀出错了！稍后再试！”只是比“请求失败。重试。”更卖萌，没给出任何实质内容。我希望尽责的 UX 设计师会考虑用户怎么读这条信息，并得出结论：“稍后”模糊得没用；“现在重试”或“明天再试”才有用、可执行。现在大家更认可 UX 重要，UX 空话也同比例增加，其中很多并不见得多用心。UI 设计也有类似情况：几十年的人机交互研究摆在那，重设计却更像在追求好看，而不是更好用。
afandian查看英文原文
I'm not sure "We couldn't open your camera" is any better than "Camera error". How does a normal person "open" a camera? It's just as stuck in technical abstractions. And "Oops something went wrong! Try again later!" is more cutesy but gives nothing substantial above "Request failed. Retry.". I would hope that a UX designer doing their job properly would think about the user, how they interact with the message, and come to the conclusion that "later" is uselessly vague. "Try again now" or "try again tomorrow" are useful and actionable. There seems to be a lot more appreciation that UX is important and a proportional increase in UX fluff. Not much of it seems to be very thoughtful. I think there's a parallel in UI design. There's decades of HCI research, but redesigns seem to be more concentrating on making things look pretty, not easier to use.
文案的目标是让用户理解，不是促使用户点击。
我强烈反对把 UX 写作的目标定为让用户点击“行动号召”按钮。那是营销，不是 UX。好的 UX 文案，目标应该是让用户明白点击按钮后会发生什么。
gnud查看英文原文
I vehemently disagree that the goal of UX writing should be to make users click on a "call to action" button. That is marketing, not UX. The goal of good UX writing should be that the users understand what happens if they click the button.
没有实例支撑的观点显得空洞，写作者应先攒例子再动笔。
我一直觉得这类文章给出的例子太少。读起来像是作者先想好了主题，再去找例子支撑，结果找不到。也许作者该放弃这篇文章，或者先搁一搁，用更长时间收集例子。能向读者展示你的意思，远比让读者凭空相信你有说服力。
mosselman查看英文原文
I always find these kinds of articles, as this one, to have too little examples of the message they are trying to convey. It makes it feel as if the writer came up with the subject first and when they tried to find examples to back up their idea they couldn't find any. Maybe writers should then forget about their article or bench it for later, so that they can gather examples over a longer period of time. It just makes your message so much more compelling when you can show the reader what you mean than asking them to take your word on it.
拆解一条典型错误提示：卖萌、含糊、无时间、无行动指引。
我喜欢文章的主旨，但这条提示信息处处是毛病。“Oops!”——请别这样，这让你显得不专业、不知道自己在干什么。“Something went wrong!”——到底出了什么？是我的问题还是你们的问题？我至少想知道有没有我能做的事，比如是不是我没网了、还是你们服务器挂了。“try again later”——later 是什么时候？一分钟还是一天？
yoz-y查看英文原文
> Oops! Something went wrong! Could you please try again later? I like the gist of the article but this particular message has everything wrong. - Oops! - please don’t, it makes you look like you do not know what you are doing - Something went wrong! - what exactly? Is this because of me or you? I’d like to at least see if there is something I can do or not. For example whether I do not have internet access or your server is down - try again later... when? In a minute, tomorrow?
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