Posts Tagged ‘writing’

A few weeks ago I published a post on how to write and translate for Mobile, where I explained the three Fs approach: Fast, Focus and Fun.

Some readers asked me how you can possibly be fun when you design something serious as say, a payment flow. Well, here’s an excellent example from what I consider the best app out there in terms of sleek design and crisp content: Hotel Tonight.

Hotel Tonight is a San Francisco’s startup founded in 2010 by Sam Shank, Jared Simon and Chris Bailey. It’s in series D founding round, backed by VCs like, among others, Accel Partners. It’s only on Mobile, their website is just a homepage where you can download the app.

Check out how creative and fun they have been with the Terms and Conditions button: Where everybody else puts a boring button or checkbox to tap, designers at Hotel Tonight come out with this innovative and fun way: You need to trace the contours of their logo with your finger to agree to the terms and complete the booking:

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If there’s an app out there that abides by the three principles I’ve listed in my previous post, this is Hotel Tonight.

Take a look at how fast and focused their content is: The Why We Like It section, for example, only contains 3 bullet points, and at least one of them always says something fun about the hotel:

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When I’m asked for examples of well designed apps with great content, tone of voice and style, Hotel Tonight is the first (and finest) example that comes to my mind. Oh, and one more thing! The app works really well and the deals are fantastic!

Please feel free to post other examples of apps with sleek design and great content!

I’m constantly approached by developers working on new Mobile apps and by translators working on the localization of existing mobile apps asking me for guidelines and best practices on how to write or translate for Mobile. I’ve given the topic a lot of thoughts and I come out with the 3 magic Fs rule: No, the 3 Fs don’t stand for Francesco, Francesco and Francesco; they stand for Fast, Focus and Fun.

When writing for mobile, keep in mind the intended audience: mobile users have less time and shorter attention spam than regular web users. And they want to have fun. So here it goes:

1. Fast: Keep it brief. Be concise and precise. Try to use the same number of characters as in the English source (including spaces), and don’t use more unless absolutely necessary. Describe only what’s necessary, and no more. Don’t try to explain subtle differences. They will be lost on most users.

2. Focus: Keep it simple. Pretend you’re speaking to someone who’s smart and competent, but doesn’t understand technical jargon. Use short words, active verbs, and common nouns. Put the most important thing first. The first words in a sentence should include at least a hint of the most important information in the phrase.

3. Fun: Be friendly. Talk directly to the reader using second person “you”*. If your text doesn’t read the way you’d say it in a casual conversation, it’s probably not the way you should write it. Don’t be abrupt or annoying. Make the user feel safe, happy and energized. Don’t use abbreviations to shorten a word or a phrase. Abbreviations as a shortcut for space restrictions must be avoided at all times.

wiritingformobile
Examples:

1. Keep it brief.

noToo formal
Consult the documentation that came with your phone for further instructions.

yesPreferred
Read the instructions that came with your phone.

2. Keep it simple.

noConfusing
You cannot perform this action with this app because this feature is not supported for your country. Please use the main website instead.

yesCrystal clear
This feature is not supported in your country yet. Please use the website.

3. Be friendly.

noConfusing
Sorry! The app is not responding. Please close it and reopen it.

yes Shorter, more direct, no fake apologetic
The app isn’t responding. Please restart.

4. Put the most important thing first.

noTask last
Tap Next to complete setup.

yesTask first
To complete the setup, tap Next.

5. Describe only what’s necessary, and no more.

noToo wordy
The app needs to communicate with our servers to sign in to your account. This may take a few moments.

yesShort and to the point
The app is connecting to the server. This can take a few moments.

6. Don’t use abbreviations to shorten a word or phrase

noAbbreviation
Go to Intl. settings.

yesSpelled out
Go to International settings.

Being fast means that features are fast to use, therefore the text needs to be fast to read. Focus is about simplicity, therefore the text needs to be easy to read. Fun is about engagement, therefore text needs to be friendly.