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Europe
Europe
The UX Writer Home Assignment
Completed by Aviva Martin
A snippet from a user testing session
Part 1: Rewriting a User Flow
In order to rewrite the Wix Multilingual user flow in the best way, I decided to take several steps to ensure that the essence of the Wix tone is being preserved, and the user is kept in the center of the design. This way, while I was pursuing articulating to the audience that this feature could help them reach a global audience, I could make sure that the flow would blend in well with the company's brand and sound
Therefore, I started off by contacting two friends who have Wix websites. Initially I wanted to interview Wix Multilingual users, but I was unable to find such users and interview them in such a short amount of time.
After asking the two users several questions about their goals, pains, motivations and when they would use a feature like Multilingual, I wrote down my insights and created a user persona. I also asked them about the kind of feeling they would expect or want to have while going through such a user flow, as well as what would they have wanted the flow to communicate to them.
I then continued to define the problem and who the users are, which ultimately led me to the realization that users would use this feature to increase the reach of their website and ultimately increase the viewership/success of their page.
After this, I decided to further research the Wix website beyond what I already knew about it (I have had a Wix membership for several years now). I read through different pages, flows and even emails that were sent by the company in order to learn how to foster the essence of the friendly and professional tone that Wix adopts.
In order to brainstorm a variety of words that could come in use when rewriting the flow, I decided to create an association sun/flower and wrote down the different words that I noticed recurring on the Wix website (titles, actions, buttons, etc). I also made a rough mind map/site map of what I would expect this Multilingual flow to mention.
After finishing my first draft and reading it out loud, I then read the Wix website Booking feature flow out loud to compare. I then ran the draft through testing on the same two people I interviewed. After addressing some corrections I ran it by one of the users again and added a new testing mechanism. I read to this user out loud three slides that were written in the assignment, and three slides that I wrote. I then asked him to try to identify which was Wix and which wasn't Wix. When he classified all the slides I rewrote as Wix, I concluded that the written prototype is ready to go and that the validation of the product is complete.
Slide 7
Make Your
Site Multilingual
Translate your site
into multiple
languages
so the whole world
can enjoy it.
Slide 8
Create a Multilingual Website
-
Broaden your reach by speaking to global users.
​
-
Translate easily into 180 languages.
​
-
All you need is one page, we'll handle SEO and all the rest.
Let the whole world enjoy your site.
Let's Start!
1/10
Learn more...
Thought Process: I noticed here a lack of consistency in punctuation and capitalization, so I referred to other product flows to base my punctuation decisions based on that. Initially I had everything here centered and then the users said it looked messy, so I aligned the bullet points to be left to right.
Additionally, I noticed the lack of specification for what "all content" means and decided to research. When I discovered the meaning behind this certain Wix apps, editing platforms and dashboard features (like Editor X) don't support Multilingual I decided to add in this information for transparency and to have clarity with the user. However later on in usability testing, users said the slide seemed somewhat text heavy and I decided it was best to remove it and to just have a "Learn more..." section appear that would elaborate on this further.
I decided to write "180" languages because "up to" seemed off brand. I also added the part about the SEO because I feel that that's a great USP of Wix as oppose to their competitors.
I would also reposition the button to be lower and to have a progress bar or numerical progress counter to communicate with the user an expectation of how many screens this will take (I wrote 1/10 as an example).
User A
Slide 9
What's the Primary Language of Your Site?
Select the language of your site and its associated flag.
Questions are more friendly and engaging to users, which is why I framed the title as a question. Initially I wrote "Which Language is the Primary Language..." But during user testings, a user said the title seems too long. I also changed the word from "pick" to "select "so it sounds more classy.
I based my capitalization style and words off of Wix Bookings and other Wix features.
Slide 10
Which Language Would You Like Your Website to be Translated into First?
Select the language and its associated flag.
Continue
Slide 11
Slide 12
Although the title is a bit text heavy, I decided not to change it, because the users didn't remark on it and the screen is primarily empty. To fix the crowdedness of letters, I'd recommend having the drop down moved lower to make this screen look "cleaner".
I tried to use a variety of words (like "pick", "select", "choose", etc) to make sure it's not too repetitive.
Slide 13
How Would You Like To
Translate?
Translate the site's text manually by yourself.
AutoTranslate your site using Google Translate.
Translate
I continued to frame the title as a question in order to be more engaging for the user and to keep all writing aligned in the center for consistency.
Additionally I decided to elaborate on what "You can do it manually..." means so the phrasing sounds more professional and less vague.
I decided to get rid of the secondary header because it seemed the buttons were enough to convey the message and this didn't stand out in user testing.
I did also notice there's a double spacing error in the sentence: Automatically - Translate full _site with Google Translate. (Which is not a full sentence without a "the" before the full site).
Ideally all of these slides would have a progress bar or numerical counter as mentioned before.
Slide 14
Translate Into Your Preferred Language
To translate manually, select the text you'd like to edit on your website and translate it into the language of your choice. Then select Show Language to make it visible for your site's visitors.
User B
I decided to stay consistent with capitalizations in the titles and keeping the text all centered. I also added the word "manually" early on in the text to make sure the users know what they clicked on. I'm not fully sure this slide is necessary and would ask the PM about this.
I would also have also liked having a short but sufficient explanation of how the user ends up making this site's version visible to users. I also think it's a little bit off-putting to write "goodbye" in the middle of a flow (most people only know ciao as goodbye, writing something else like hola, bien, bonjour or vamos may be better).
Slide 15
Slide 16
How Would You Like To
Translate?
Translate the site's text manually by yourself.
AutoTranslate your site using Google Translate.
Translate
Slide 17
BIEN! YOUR FRENCH SITE
IS ALMOST READY...
I thought this would be a great opportunity for some personalization in order to connect with the user. Writing something like BIEN (great in French - the language that the website is being translated to) would provide the user with a delightful experience. In addition a flag or an emoji of a certain locations could do the same. I also kept the "..." at the end, as I believe it's the best tail-end to have to loading messages. I decided to keep the all caps because the font tends to be smaller and harder to read in loading messages. This was decided in favor of keeping accessibility and preventing users (especially older ones) from having to squint.
I also considered this option: "YOUR STUNNING SITE IS ALMOST READY (maybe an Eiffel emoji)...". I liked how it offered a delightful adjective (which sounds very Wix-y). But I decided the personalization made it feel more special and mature. Additionally one of the users didn't like that phrasing.
However I also understand that with the sentence I did choose for the rewriting there is a limitation (not everyone knowing what "great" in a foreign language means).
Slide 18
Congratulations,
Your French Website is Ready!
Review your translations once more, and then press Show Language to make this language visible on your site.
Review
Got It
There are no instructions mentioned for how to end the manual editing phase (how we got from the last slide to this one). Also this slide was aligned off-center so I corrected it.
The part about Google Translating it may or may not be necessary to mention, this would be worth asking the legal department and product manager to check.
In addition I tried to repeat words as little as possible in this slide to give variety and sense of fresh-ness.
I would want to check with the PM what is the purpose of this slide and what to prioritize in it, because I feel like it may not be necessary to mention to the user to review the site at this stage. Another option would be to add to the previous slide an explanation about making the site visible, and keeping this message just as a final "congratulations" message. Depending on how necessary the need to review is, the button may be either "Review" or "Go Back".
Slide 19
Slide 20
It's not you, it's us!
We currently can't complete this translation, but our team is working on it.
Please come back later and try again.
Error messages are an opportunity to give the user comfort at a time they are stressed. Therefore I choose "it's not you, it's us!" to give a sense of relief and to signal to the user to not try translating this several times after the pop up appears, without having any progress happen. Because it's unclear to me if there's a follow-up expected after a screen like this between CC and the customer, I didn't add anything promising like someone contacting them to notify this issue is resolved.
Slide 21
Are you sure you want to remove your website's French translation permanently?
You've selected to remove this language
Cancel
Yes
Writing "get rid of this message" is a command, and that acts as a call to action for the user when there isn't a need for one, therefore I removed that.
The alignment I used is off center and inconsistent with the previous screens, but this is because of the buttons on the bottom right needed to be balanced out with text from the left.
In my rewriting I addressed the typo of "cancell". At first I thought this may be French for cancel (which regardless seems wrong), but then I realized that that's not the case and it's just a typo. I also noticed OK isn't relevant to the context which is discussed here.
It was also important for me to address this as a question, so users can take this message more seriously and activate a more engaged "decision making" part of their brain rather than acting on instinct. This is done because we prioritize the user and want them to have a good experience, and not lose their work by accident.
Is this action also fully irreversible both in manual and auto translation? This is a question worth asking the PM.
Slide 22
Grow Your Site Globally
Select a language to start translating your website, it's quick and easy!
+ Add Language
I don't think the button "sure, why not?" sounds very "Wix-y", and it had 2 characters of empty space between the last character and the button's edge. As you can see in my research documentation, I wrote down several buttons Wix uses and chose to use the "+ Add ___" that Wix uses often.
I would ask the product manager if the KPIs for this product includes getting more people do adopt it. Depending on the answer, this microcopy may be a bit more of a "nudge" but still not off brand. We could run testing on the writing and see which variations of UX writing gets the most clicks.
I would also verify if it's okay to claim the process is quick and easy as I did. This is because the process can be quick and easy (Google Translate) vs more time-consuming (manual), which means it's not necessarily quick and easy in all options.The users in testing said they didn't mind this as long as they had an option to make the process quick and easy, but this probably would require a bigger sample size of users to test and validation from a PM to check that it's not deceitful.
Part 2: Analysis
1. Options to enable or disable specific languages without deleting them, in case you want to experiment with using a language or a translation technique (manual/auto).
2. There was no explanation about the actions that need to be taken in order to make the site visible in slide 14, which I think would be good to add.
3. There needs to be a "Read more" option that would discuss limitations of the program or a list of available languages early on to have transparency with the user initially.
4. There are neither progress bar or numerical progress signifiers which could cause churn in the user.
Capitalization, punctuation, alignment and buttons were all inconsistent.
General problems with the initial flow
Information that was missing from the initial flow
Questions for the Product Manager
1. Do we know the pains and gains of the users found by user interviews or in user support? Do we have a Persona of them? If not, can I contact users who are currently using this product to understand them better? Ideally this is something that would take place before designing.
2. What are we trying to achieve with this product and how do we measure its success? Does this flow have an agenda of any sort to take into account?
3. Are there choice preferences that we as the designers want our users to make? For example it seems like in slide 16 (in the assignment doc) Wix wanted to "nudge" the user more in the direction of using automatic translations through Google. Is this the case and are there more places throughout the flow that this kind of influence exists?
4. Are we trying to give a specific first impression to the user and if so what is it?
5. Are there any specific users we are trying to cater to more (linguists, bloggers, real estate owners, etc)?
6. Who are some of our competitors?
7. What are some of our priorities in the information we display so we can make the most out of our space?
8. Are there legal issues for phrasing that would be addressed?
9. Are there accessibility or gender neutrality types of phrasing that should be addressed when writing for Wix?
10. What is the purpose of slide 18, is it to get people to make the page visible? If not, it may be better to prioritize earlier on mentioning the action of making the page visible, in order to maintain this slide just to say congratulations.
11. Do we want more transparency on slide 8 than what was originally written regarding the limitations?
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