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Gamifying Instruction Copy
What?
Boosting engagement for AirDev.
How?
Improving consistency by gamifying instructional copy in line with AirDev's TOV.
UX Writing
Copywriting
Tone of voice
Web app
Gamification
Overview
🤔 What is AirDev?
👉 AirDev is a Boston-based no-code provider.
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🤔 What stakeholders did I work with?
👉 I worked closely together with the Senior Product Designer.
Tools used
Figma
Bubble
Problem Statement/Challenge
Problem statement
“Our (AirDev) users may experience reduced engagement and clarity in the WebApp’s 68 task sections due to outdated copy. A refresh with a livelier tone is needed to enhance engagement and streamline task completion.”
Affected Languages
🇺🇸 English (US-English)
Approach/Process
Approach
The project drew upon the "Refine" and "Prototype" stages of the traditional UX design process, since the previous stages had already been taken care of by the client.
Process
"Before" copies were already in place in need of a glow-up. My approach to align the UX copy for the 68 sections was based on the following key criteria:
Gamify the copy in line with AirDev's copy style
Emphasis clarity in communication
Ensure every word is useful and adds value
Create a conversational TOV.
UX Copywriting: Two process examples.
Refinement based on the 4 key criteria above.
Refinement based on the 4 key criteria above.
Refinement based on the 4 key criteria above.
Refinement based on the 4 key criteria above.
Refinement based on the 4 key criteria above.
Refinement based on the 4 key criteria above.
Refinement based on the 4 key criteria above.
Refinement based on the 4 key criteria above.
Final prototype setup
68 user tasks containing the 68 refined copies
Copy area, containing the copies.
Results
Project impact
The updated copy introduced a more engaging and user-friendly tone across the WebApp’s 68 task sections. Users found the tasks clearer and easier to navigate, leading to improved task completion and overall satisfaction. The refreshed tone helped create a more approachable and enjoyable experience, aligning better with AirDev’s brand and user expectations.
Project takeaways
This project reinforced the importance of tone and clarity in shaping the user experience. I learned how even small adjustments in copy can significantly impact user engagement and satisfaction. It also highlighted the value of aligning copy with brand personality to create a cohesive and enjoyable product experience.
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2025, Benjamin Bruton