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Gamifying Instruction Copy
Gamifying Instruction Copy
Gamifying Instruction Copy
What?
Boosting engagement for AirDev.
What?
Boosting engagement for AirDev.
What?
Boosting engagement for AirDev.
How?
Improving consistency by gamifying instructional copy in line with AirDev's TOV.
How?
Improving consistency by gamifying instructional copy in line with AirDev's TOV.
How?
Improving consistency by gamifying instructional copy in line with AirDev's TOV.
UX Writing
Copywriting
Tone of voice
Web app
Gamification
Overview
Overview
🤔 What is AirDev?
🤔 What is AirDev?
👉 AirDev is a Boston-based no-code provider.
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👉 AirDev is a Boston-based no-code provider.
👉 AirDev is a Boston-based no-code provider.
Show more
🤔 What stakeholders did I work with?
🤔 What stakeholders did I work with?
👉 I worked closely together with the Senior Product Designer.
👉 I worked closely together with the Senior Product Designer.
Tools used
Tools used
Figma
Bubble
Problem Statement/Challenge
Problem Statement/Challenge
Problem statement
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“Our (AirDev) users may experience reduced engagement and clarity in the WebApp’s 68 task sections due to outdated copy.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.”
“Our (AirDev) users may experience reduced engagement and clarity in the WebApp’s 68 task sections due to outdated copy.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
Affected Languages
🇺🇸 English (US-English)
Approach/Process
Approach/Process
Approach
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.
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
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:
"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
Gamify the copy in line with AirDev's copy style
Emphasis clarity in communication
Emphasis clarity in communication
Ensure every word is useful and adds value
Ensure every word is useful and adds value
Create a conversational TOV.
Create a conversational TOV.
UX Copywriting: Two process examples.
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.
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
Final prototype setup
68 user tasks containing the 68 refined copies
Copy area, containing the copies.
68 user tasks containing the 68 refined copies
Copy area, containing the copies.
Results
Results
Project impact
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.
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
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.
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.
How can I help your business? Let’s chat!
2025, Benjamin Bruton
How can I help your business? Let’s chat!
2025, Benjamin Bruton
How can I help your business? Let’s chat!
2025, Benjamin Bruton