Exemplar user-centric copy. Produced to compel a client to consider small changes that make a considerable difference to the apparent humanity of an interface.
9. Little touches make a difference FlickR’s button to escape from Adult content MIT’s campus map Google Mail FlickR Community Amazon’s book preview Google Chrome
10. Plus Almost anything that Mini do online ( http:// www.miniusa.com ) First Direct ( http://www.firstdirect.co.uk ) have stand-out in a Financial Services market although Mint / Geezeo and Wesabe are more natural feeling. It’s worth looking through the great work done for Bjorn Borg underwear in Sweden ( http://www.bjornborg.com/en/Love/ ) for the way in which they integrate a joyful tone of voice throughout the shopping experience. Starbucks coffee at home ( http:// www.starbuckscoffeeathome.com / ) does a great job of bringing the feel of a barista's advice to the online environment through a combination of copy and needs-based decision making.
Hinweis der Redaktion
In this example the form fields are written to sound conversational and softer. Reflecting the more challenging emotional conditions present during a customer’s claim. If anyone was injured, the claim form requests that the claimant calls the insurer as they would like to have a more personal conversation.