A UX Copy Analysis of Uber Eats App Onboarding Process
As part of my ux writing learning process, I’ll be rewriting or/and analyzing UX copies of several digital products. This is part 2 🎊
Read part 1 on rewriting OjaExpress’s app error message here.
Uber Eats is an online platform where you can order food from different restaurants and have it delivered to you. The platform provides you with access to different restaurants in your area, their menus, reviews or ratings of their food and also a means of paying for your order.
In this article, I’ll be analyzing their app onboarding process for new users just creating an account. These are the 3 things I noticed they do so well, which you can emulate too.
1. The use of microcopy
Microcopy — those little words and phrases that enhance the experience, add personality & most importantly have the ability to reduce friction and get people taking action. — CXL
An example is this on Netflix’s payment setup page.
By adding those extra sentences letting users know when membership starts and that there are ‘no commitments. Cancel online anytime’, they make it easier to actually continue and complete the signup process. The ‘Secure Server’ bit reassures users that their card details are safe and protected. Knowing all this helps relax your mind as a potential user.
Microcopy is small but mighty because companies have recorded several positive effects following just the addition of that extra copy to what’s currently existing. Sometimes the problem isn’t the copy you have, it’s that people need reassurance and clarity.
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Uber Eats uses microcopy in their signup process to help users understand the importance of each stage. It’s not enough to say certain information is compulsory or necessary, it’s also good to let users know why. It makes it easier for people to actually go along with, and complete the process.
Another great use of microcopy by Uber Eats which I love (because I personally have issues with brands that don’t include this) is on the password page. Instead of leaving it at ‘choose a password’ they go further by telling you what constitutes a good password for their app, and when you start typing, you can see a drop down that shows you how on track you are.
So simple, yet many brands miss this and end up frustrating users like this.
2. Use of simple words and conversational language
By this I mean the use of words that we use in our day-to-day conversations with each other. Instead of trying to sound like a computer, they make efforts with their copy to sound as humanly as possible.
Example, instead of having a header title that says ‘email address’ or ‘enter email address’, they ask ‘what’s your email address?’. Same with other parts of the process like ‘what’s your name?’
Questions typically demand answers so by presenting each new page as a question, they make filling the forms easier and the whole flow more natural.
Another good example of simple language in their copy is this prompt to ‘allow location access.’ Looks very basic. There’s absolutely nothing special about it. And that’s good because unlike ‘professional speak’ where you may feel the need to use words like ‘Enable’ and others we don’t frequently use in regular conversations, Uber Eats does the opposite and uses the simple everyday word ‘allow’.
3. Consistency in copy
Consistency refers to the quality of being the same, especially at different times. And the Uber Eats onboarding copy fits this perfectly. From tone, to their use of personal pronoun ‘you’, to use of sentence case headings and even the CTA button for the ‘allow location access’ prompt which also reads allow.
As obvious as maintaining consistency in ux writing may seem, it’s a thing some brands miss. It’s a little thing that seems insignificant but could be the reason why a person gets confused or thinks your business is a scam and quits the signup process.
Before writing, have a style guide and make sure the style guide is followed thoroughly. If you’re going to be chill be chill, if you’re going to be direct, be direct. No need confusing your users. Consistency is how you build trust and it’s also one of the 3 principles any good ux writer must imbibe in their process/copy.
The goal of every app onboarding is to turn leads/downloads into actual users. The only way to ensure your app download rate isn’t unreasonably higher than your signup or user rate is to ensure the whole process is smooth and easy for anyone.
To do this, good design isn’t all you need. You also need good ux writing/copy to help users understand your product and easily navigate their way through the app. Here’s a guide on how to onboard new users on your mobile app.
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