15-Day UX Writing Challenge — Day 8

Stromae. CREDIT: Stephane Cardinale/Corbis/Getty Images

As a music lover, I enjoyed working on today’s challenge. I hope you enjoy the outcome as much as I did creating it.

Here we go!

Scenario: The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app.

Challenge: Tell the user that one of their favorite bands is playing live in their town. How would you compel them to want to go?

Headline: 30 characters max — Stromae is in town!

Body: 45 characters max — party with your favorite artist

Button: 25 characters Book ticket — remind me later

Ideation process

Research has shown that the average attention span is 8.25 seconds. It can vary among individuals and can be affected by various factors, such as age, environment, and type of activity.

Therefore, the goal is to capture the user’s attention and compel them to want to go to the concert. This may be tasking because the user is just a casual music fan and on occasion goes to live concerts. However, we have leverage here—it’s their favorite band coming to town.

What approach would I take? Why do people make certain decisions? Why do people buy what they buy?

Research has shown that people buy for various reasons, including Fear Of Missing Out (FOMO), out of necessity, and even out of the idea of getting a good price or an incentive. Therefore, I used these reasons to compel the music app user to purchase the concert ticket.

User persona

Voice and tone

1. Enthusiastic

2. Upbeat

3. Compelling

Copy considerations

Copy 1

Copy 2

I tested these copies with some persons and a majority of them agreed that the heading of copy 1 was striking and it felt personal.

However, they preferred the body of copy 2 which emphasised the urgency to get the ticket before it’s sold out. They stated that indicating how many tickets are left gives more urgency than ‘don’t miss out.’

Therefore, here is my final copy;

Do you also feel the same way as my testing participants? Or do you feel differently? Let me know what you think.

That’s all for today. Check out my previous entries here.