[IxDA Discuss] How to insult website visitors through copywriting

[Robert Barlow-Busch]

I recently signed up for a YouTube account. Today, I scrolled down my
profile page for the first time and got a virtual slap in the face when a
notice slid into view, with the prominent title:

"You have no Friends"

Ouch! I have no friends? Yeah, well, you, I dunnoŠ you¹re UGLY, YouTube!

BTW, if you'd like to see the actual notice from YouTube. I've posted it to
my blog along with this rant at:

http://tinyurl.com/ywtpvk

What a great example of the impact that copywriting can have on a website¹s
user experience. I know what they mean by this of course -- that, as a new
user, I have yet to connect with anyone as a ³friend² in YouTube space. But
still, the specific wording of that notice reads like a personal insult
every time. And the copy goes on to suggest in a roundabout way that, if I
can manage to become more attractive, I might actually have friends someday!
What a lovely way to welcome someone who¹s just signed up. I hesitate to
sign up for Second Life now, fearing it might break the news that I have no
life, eitherŠ

A slight change in wording might be in order here. Even something as simple
as ³You have no friends yet² makes the phrase feel less critical while
remaining consistent with other sections on the page (they¹re all written in
the form ³You have no [whatever]²). But here¹s a situation where mindless
consistency should be rejected: rewrite this as a call to action and YouTube
would not only avoid insulting me, it might actually prompt me to
participate in its community. How about a punchy line such as ³Make some
YouTube friends!²

It¹s important to pay attention to details such as this, as experience
design is all about emotions. Lou Carbone advises that our job, in fact, is
to consider how we¹d like people *to feel about themselves* when using a
product we¹ve designed. How do you think someone feels when you tell them,
³You have no friends!²

Not great. Believe me. <sigh>

-- 
Robert Barlow-Busch
Terapath Inc.
bbb at terapath.net
www.chopsticker.com