Gojek is Southeast Asia’s leading on-demand, multi-service tech platform providing access to a wide range of services including transport, payments, food delivery, logistics, and many more. (Source:https://www.gojek.com/sg/about/)
This project is a case study about measuring the effectiveness of the copy that appears in Gojek rating dialog box. It’s designed specifically to engage users to give a rating or review.
Role and Duration
As a UX writer, I started by gaining an understanding of the problem’s context, researching copy, and then measuring the effectiveness of the existing copy within the app. This project was completed in 4 days. Anyway, I’m not affiliated with the brand, organization, or group involved in this project.
In Gojek’s rating flow, it’s pretty ambiguous what users’ goals are when they encounter the rating dialog box. Some users may simply want to dismiss the box by clicking the “x” button (close button), while others may choose the “Not happy” button.
- To measure the effectiveness of the existing copy on the rating dialog box in improving the user experience
- To know what UX writing is supposed to be doing for the user and for the organization
“If you can’t measure it, you can’t improve it.” — Peter Drucker, Business Consultant
To improve UX writing, we can apply general rules about what makes the text in experience “good”. In this case, I’m gonna use the six principles of good UX writing by Dr. Katharina Grimm which encompass being necessary, clear, concise, useful, conversational, and branded. And we’re just gonna measure the Engagement. There might be another way to measure the experience such as onboarding, completion, retention, referrals, and cost, but in this case, the primary focus is on engagement which measures how many people are active in the experience in a particular segment.
Moreover, I use the scoring table template presented in Torrey Podmajersky’s book “Strategic Writing for UX.” Under this template, a perfect match with the criterion will receive 10 points, while a slight alignment with the criterion will get 2 points out of 10. Any criterion that doesn’t apply will not be included in the final calculation.
I did little research to gain more insights by asking my family and friends what they thought if the tested screen appeared. Here’s what they thought.
You can check on the Figma file here, to view a clearer version.
After making a survey, I’m trying to measure the effectiveness of the copy by making a scorecard. The table below is a scorecard that shows the results of the usability and voice measurements. The voice measurement is aligned with Gojek’s tone of voice concept, which can be found here.
I want to state that it’s important to know and understand what the goals are for. A good experience is shaped by making the goal of the user and the goal of the organization successful. I carefully state the organization’s goal because I don’t know yet what the possible truth is about. It might be that the organization really needs the ratings to make improvements and gain trust on platforms that are visible to big audiences, but then I personally think that the organization might choose the freedom simply because it depends on how users want about giving ratings or reviews.
So, the score is 71% but then it raises the question, is 71% a good score? The scorecard shows how well the UX writing meets the goals of the organization and the user. Those given numeric points would be seen as very subjective. But I believe more important than the score, this case study performed an analysis that has identified steps to improve UX writing. The score would help to predict how much we can improve the quality of the text.
- Conducting research by making surveys with people and analyzing their thoughts would make us get closer to understanding why UX writing is effective or not.
- Word measurement is highly subjective, much like grading an essay. Using real data, such as testing results from users might be more helpful. It can eliminate the subjectivity of the writer’s opinion.
- UX writer needs to pay attention to what UX writing is supposed to do. UX writing solves a problem that cannot be solved by design or that can be solved better by text than by design. It’s also important to use the words that the person will need to spend the least effort to recognize, the words that people will scan without feeling like they are reading and they’re gonna take action with it. If UX writing doesn’t make users take an action on it for experiences, then what is the point of its existence? This becomes crucial, if we genuinely need that piece of text, we have to put the right value on it.
- UX Writing course by Dr. Katharina Grimm on Skillshare
- Strategic Writing for UX by Torrey Podmajersky
Thank you for reading! If you have any feedback, please kindly tell me. I would appreciate it so much.
I just realized that I found it HARD to share all my thoughts on measuring UX writing. This is actually my first time doing this kind of research and I’ve asked my family and friends for their opinions 😁, it’s clear that it’s not completely perfect yet. But I’m eager to improve and come up with the best method to measure and enhance the effectiveness of copy. I think I need to fine-tune my approach and practice more.
The story continues! We’re taking off with rocket! Let’s goo
🚀Gojek UX Content Review
Read the full article here