Ann Feister

Senior UX Copywriter - HP

About Me

Hi, I'm Ann. I work with clients to build helpful copy that enhances UX design.

My background in journalism, psychology, marketing, graphic design, and tech all influence how I craft copy centered around user ease.

Skills

UX/UI Copywriting

Microcopy

Error messaging

CRM copy development

Writing for apps

Tools

Figma

Miro

Jira

Stensul

Localize

Areas of Focus - Lead Writer

HP Smart app

Instant Ink subscription service

CRM communications

HP One - purchase flow

HPX - CRM division

Small/medium business division (SMB)

Print as a Service (PaaS)

HP Create & Learn (pilot program)

HP Photobooks (pilot program)

A/B testing - CRM/marketing teams

Forest First recycling program

UX Writing

Working within constraints

Consumer Engagement Center (CEC) tiles on the homepage are designed to entice users to interact and learn more about a feature. Tiles are accompanied by an interstitial page with more detailed information and a call to action.

Background

CEC tiles are an integral part of initial customer engagement. They are small in size, yet large in impact.

These tiles lead the user to explore features that add value to the product offering and educate. By providing more information on useful product features, the hope is that an informed user will become an advocate user.

The Challenge

The spatial constraints within the tiles require strict character count limits. This allows room in the design for copy strings to expand in length after translation to other languages.

Requestors often have product names that take up the bulk of the available characters for each line. Outside teams are typically unaware of the character limitations placed upon the tiles and have lofty expectations for the messages they'd like to include.

This offers many opportunities as a writer for creativity to convey large amounts of information within a limited space.

Partner Teams

Marketing

Design

Development

Branding Agency

Legal

Translation/Localization

Accessibility

Tiny Text

Character limits on the header for a CEC tile are limited to 25 (including spaces) and 50 for the body copy.

Keeping the character count so low while grabbing the user's attention, conveying pertinent information, and convincing them to click on the tile requires thoughtful string creation and multiple rounds of refinement.

Then what happened?

After a user selects the CEC tile, they are redirected to an interstitial page. This is where any additional value propositions are added and the call to action is clearly stated for the user.